Overview
WhatsApp message templates (also called HSM - Highly Structured Messages) are pre-approved message formats required for sending business-initiated messages to customers. Before you can use templates in ChatFlow campaigns, they must be submitted and approved by Meta.
For the most current guidelines, refer to Meta's official documentation:
What Are Message Templates?
Message templates are fixed-format messages that businesses must use when:
- Sending outbound messages to customers who have not initiated a conversation in the last 24 hours
- Running bulk WhatsApp campaigns via ChatFlow
- Sending transactional notifications (order updates, reminders, OTPs)
- Sending marketing promotions
Types of Templates
- Marketing: Promotional messages, offers, product announcements
- Utility: Transactional messages, account updates, order confirmations
- Authentication: OTP or verification code messages
Step 1: Access WhatsApp Manager
2. Click on your WhatsApp Business Account
4. Click Message Templates in the left menu
Step 2: Create a New Template
1. Click Create Template
2. Select the template category: Marketing, Utility, or Authentication
3. Enter a template name (lowercase letters, numbers, and underscores only, e.g., order_confirmation)
4. Select the language(s) for your template
5. Click Continue
Step 3: Build Your Template Content
1. Header (optional): Add text, image, video, or document
2. Body (required): Enter the main message text
- Use {{1}}, {{2}}, etc. as placeholders for dynamic content (e.g., customer name, order number)
- Example: Hello {{1}}, your order {{2}} has been shipped!
3. Footer (optional): Add a short disclaimer or company name
4. Buttons (optional): Add Call to Action or Quick Reply buttons
- Call to Action: Phone number or URL buttons
- Quick Reply: Pre-defined reply options for customers
5. Add sample values for all variables (required by Meta for review)
6. Click Submit
Step 4: Wait for Meta's Approval
- Templates are usually reviewed within a few minutes to 24 hours
- You will receive email notifications about approval status
- Status will show as Pending, Approved, or Rejected in WhatsApp Manager
Common Reasons for Template Rejection
- Misleading or deceptive content
- Requesting sensitive personal information (passwords, credit card details)
- Content that violates WhatsApp's Commerce Policy
- Variable placeholders used incorrectly
- Template mimics system or security messages
- Missing or incorrect sample values
Using Approved Templates in ChatFlow
Once your template is approved by Meta:
2. Go to Templates section
3. Your approved Meta templates will be synced automatically
4. Select a template when creating a campaign or sending a message
5. Fill in the variable values for each recipient
Editing a Rejected Template
1. In WhatsApp Manager, find the rejected template
2. Click Edit
3. Fix the issues mentioned in the rejection reason
4. Add updated sample values
5. Re-submit for approval
Note: You cannot edit an approved template. You must create a new template if changes are needed.
For detailed template creation guidelines, visit: