Structured message content
Build the main message body and add an optional header and footer so each template has a clear, reusable structure.
WhatsApp Business Platform templates
Create and Manage WhatsApp Message Templates
Create reusable WhatsApp message templates for supported business-initiated communication. Build text and media formats with variables and buttons, submit them to Meta, track the available review status, and use approved templates across BotLinkd messaging workflows.
Meta controls template approval, rejection, categorisation, reclassification, quality controls and enforcement. BotLinkd does not guarantee approval.
Purpose
Reusable business-initiated messages
Categories
Marketing, Utility and Authentication
Core components
Header, body, footer and buttons
Review authority
Meta reviews and controls status
Clear definition
What is a WhatsApp message template?
A message template is a reusable WhatsApp Business Account asset with structured content that can be submitted for review and then sent through supported WhatsApp Business Platform workflows after approval.
When an approved template is used
Approved templates support eligible business-initiated messages, including communication started outside an active 24-hour customer service window. The exact category and content should match the reason for contacting the customer.
- Start an eligible business-initiated conversation with an opted-in customer.
- Continue relevant communication after the customer service window has closed.
- Send approved operational, promotional or authentication messages through supported workflows.
What businesses remain responsible for
Template approval is one part of compliant messaging. Businesses should also maintain a valid basis for contact and respect recipient preferences.
- Obtain and record the required customer opt-in before eligible business-initiated messaging.
- Choose the category that accurately represents the message purpose.
- Map variables accurately and avoid misleading, excessive or irrelevant communication.
- Honour opt-out requests and applicable laws, policies and customer preferences.
Template builder
Build structured template components in BotLinkd
Prepare the content and interactive elements required for your use case while keeping review ownership and platform restrictions clear.
Media and location formats
Configure supported image, video, document or location components where the selected template format and use case allow them.
Variables with examples
Add numbered placeholders such as {{1}}, {{2}} and {{3}}, then provide example values for review.
Quick-reply buttons
Add supported quick-reply options that let customers respond using predefined actions connected to the approved template.
Website and phone actions
Add supported call-to-action buttons for a website destination or phone number when they fit the template purpose.
Copy-code actions
Use a supported copy-code button for eligible offer-code or authentication configurations when that option is available.
Submission workflow
From template draft to approved messaging
BotLinkd provides the creation, submission and status-management workflow. Meta remains responsible for review decisions and ongoing platform controls.
Choose the category
Select Marketing, Utility or Authentication according to the message purpose and the current Meta category rules.
Build the template
Configure the body, supported header or media, variables, examples, footer and buttons required for the use case.
Submit to Meta
Send the completed template for Meta review through the BotLinkd template-management workflow.
Monitor and use
Track the available status and use approved templates in supported campaigns, scheduling and messaging workflows.
Template categories
Match the WhatsApp template category to the message purpose
Correct categorisation matters because Meta can review, reject or reclassify a template based on its content and intended use.
Promotional and engagement messages
Prepare opted-in communication for offers, product launches, back-in-stock alerts and other promotional or engagement use cases, subject to applicable policies.
Transaction and service updates
Create relevant operational messages such as order updates, appointment reminders, payment reminders and service notifications tied to a customer action or request.
Verification workflows
Prepare supported verification-code or one-time-password workflows. Availability and button behaviour can depend on Meta requirements, account eligibility, region and device support.
Common use cases
Examples of customer journeys supported by message templates
The correct template structure and category depend on the actual communication purpose, customer context and current Meta requirements.
Order and delivery updates
Confirm an order, share a dispatch update, provide a delivery status or communicate another relevant transaction event.
Appointments and reminders
Send appointment confirmations, upcoming-service reminders or payment reminders connected to an existing customer relationship.
Offers and product announcements
Reach opted-in contacts with an eligible promotion, product launch, availability alert or other marketing message.
Account verification
Support eligible authentication journeys using the approved format and the authentication options available to the account.
Clear responsibility
What BotLinkd manages and what Meta controls
This distinction helps teams plan accurately and avoids treating a submission workflow as an approval or delivery guarantee.
BotLinkd manages the workflow
- Create supported template content and components.
- Add numbered variables and example values.
- Submit templates to Meta from the dashboard.
- Display the available template status.
- Use approved templates in supported campaigns and scheduled messaging.
Meta controls the platform decision
- Template approval or rejection.
- Category review and reclassification.
- Template quality controls, pacing, pausing or restrictions.
- Policy enforcement and account-level restrictions where applicable.
- Availability of authentication features and supported behaviour.
Important: An approved template must still be used for the purpose represented by its category, with appropriate customer consent and accurate variable values. Approval does not override WhatsApp policies or applicable law.
Move approved templates into campaign execution
In BotLinkd Campaign Manager, teams can select an approved template, map body variables, configure supported buttons, save a draft, set a schedule or send a campaign. Campaign logs can show Sent, Delivered, Read and Failed events where available.
Template-specific FAQs
Questions about creating and using WhatsApp message templates
What is a WhatsApp message template?
A WhatsApp message template is a reusable WhatsApp Business Account asset with approved content and components. Businesses use approved templates for supported business-initiated communication, including messages sent outside an active 24-hour customer service window.
What can I include in a BotLinkd WhatsApp message template?
Depending on the selected format, you can configure a message body, optional header and footer, supported image, video, document or location components, numbered variables with examples, and eligible quick-reply, website, phone or copy-code buttons.
Which WhatsApp template categories are available?
The primary categories are Marketing, Utility and Authentication. The selected category should match the message purpose, and Meta may reject or reclassify a template when the submitted content does not match the selected category.
Who approves a WhatsApp message template?
Meta controls the template review decision. BotLinkd provides the workflow to create and submit the template and to display the available status returned for that template.
Does BotLinkd guarantee template approval?
No. Approval, rejection, categorisation, reclassification, quality controls and policy enforcement are controlled by Meta. Businesses should submit accurate content that matches the selected category and applicable policies.
How do variables work in a message template?
Variables use numbered placeholders such as {{1}}, {{2}} and {{3}}. Example values show the type of information that will replace each placeholder, such as a customer name, order reference, appointment time or verification code.
Can approved templates be used in BotLinkd campaigns?
Yes. In supported campaign flows, teams can select an approved template, map its body variables, configure supported buttons, save a draft, schedule the campaign or send it.
Can an approved template later be restricted?
Yes. Approval does not remove ongoing Meta controls. Meta may apply quality, policy, category, account or template-level restrictions based on current platform rules and message performance signals.
Create structured templates and keep approval expectations clear
Prepare the right format for your customer journey, submit it to Meta, monitor the available status and use approved templates across supported BotLinkd messaging workflows.
BotLinkd is an independent business messaging platform built on the official WhatsApp Business Platform Cloud API. BotLinkd is not owned or operated by Meta. Meta and WhatsApp control their platform policies, template decisions and account-level enforcement.