WhatsApp templates
Create Meta-approved WhatsApp templates — categories, variables and buttons, approval statuses and ready-made clinic examples.
4 min read
On WhatsApp, if more than 24 hours have passed since the patient's last message, or you're writing to a patient for the first time, you can't send free text — only templates that Meta has approved in advance. Prepare messages like appointment reminders, transfer details or post-consultation follow-ups once as templates, and your team can send them in two clicks.
Template categories
Every template belongs to one of three categories. The category affects Meta's pricing and the approval decision.
| Category | Used for | Clinic example |
|---|---|---|
| Utility | Information or updates about a process the patient started. | Appointment reminder, transfer and hotel details, missing document request, post-op check-in. |
| Marketing | Promotion, campaigns, re-engagement — anything aimed at selling. | Campaign announcement, "Have you had a chance to review our offer?", holiday greetings. |
| Authentication | One-time verification codes. | Clinics usually don't need these. |
Heads up
If a template submitted as Utility contains a discount, an offer or sales language like "book now", Meta will switch it to Marketing or reject it. Keep reminders plain and informative.
Create a template
- On Settings → WhatsApp, open the Templates tab.
- Click Create Template at the top right.
- Fill in Template name, Category and Language. The name can only contain lowercase letters, numbers and underscores (e.g.
appointment_reminder). Create other languages of the same template with the same name and a different language. - Optionally add a header with Show header: Text, Image, Video or Document (e.g. a clinic photo or a PDF treatment plan).
- Write the message in Body. For parts that change per patient, use Add variable to insert
{{1}},{{2}}and so on, and enter a sample value for each. The body can be up to 1,024 characters. - Optionally add a Footer (a short line, e.g. the clinic name) and Buttons: quick reply (e.g. "Confirm"), a website link or a call button.
- Check the preview on the right and click Create. The template goes to Meta for review.
Tip
Don't put variables at the very start or end of the text, and don't place two variables side by side; Meta often rejects these. Use realistic sample values ("Sarah", "14 May, 10:00") — reviewers look at them.
Approval statuses
| Status | Meaning |
|---|---|
| Pending | Meta is reviewing. Most templates are decided within minutes, sometimes 24–48 hours. |
| Approved | Ready to use; selectable in Conversations. |
| Rejected | Rejected, usually because of a category mismatch, unclear variables or content against the rules. Fix it and submit as a new template. |
| Paused | Temporarily paused by Meta after a lot of negative feedback from recipients. |
| Disabled | Turned off after repeated low quality. |
Example templates for a clinic
Randevu hatırlatma — Utility (Turkish, randevu_hatirlatma)
Merhaba {{1}}, {{2}} tarihindeki {{3}} randevunuzu hatırlatmak isteriz. Onaylamak için "Evet" yazabilir, değişiklik için bizi arayabilirsiniz. — Aura Dental Clinic
Appointment reminder — Utility (English, appointment_reminder)
Hi {{1}}, this is a reminder of your {{2}} at Aura Dental Clinic on {{3}}. Reply YES to confirm or call us to reschedule.
Termin-Erinnerung — Utility (German, termin_erinnerung)
Hallo {{1}}, wir erinnern Sie an Ihren Termin ({{2}}) in der Aura Dental Clinic am {{3}}. Bitte bestätigen Sie mit „JA“ oder rufen Sie uns für eine Änderung an.
Transfer details — Utility (English, airport_transfer_details)
Hi {{1}}, your airport transfer is confirmed. Our driver {{2}} will meet you at arrivals on {{3}} holding a sign with your name. Have a safe flight!
Post-consultation follow-up — Marketing (English, consultation_follow_up)
Hi {{1}}, thank you for your online consultation with Dr. Kaya. Do you have any questions about your treatment plan? Reply here and our coordinator will help you.
Note
Keep diagnoses, medication or other sensitive health details out of templates. Share those within the 24-hour window that opens once the patient writes back — via a secure link if needed.
Use templates in Conversations
- In Conversations, open the patient's WhatsApp conversation.
- If the 24-hour window is closed, the reply box shows Please use a template to initiate a chat; click it (or the template icon in the reply box).
- Choose an approved template from the list and fill in the variables (e.g. {{1}} = Sarah). Some variables may be filled from the contact's details; check them before sending.
- Click Send.
As soon as the patient replies to the template, the 24-hour window reopens and you can continue chatting freely. Snippets (saved replies inside the panel) are different from templates — they can only be used while the window is open; see Templates and snippets.
Common issues
A template isn't in the list. Only Approved templates can be selected. The template must also exist in the WhatsApp Business account your sending number belongs to.
My template keeps getting rejected. Check the category, remove sales language from Utility templates, keep variables inside sentences and fill in the sample values.
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