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# Message Template Creation Guidelines

Each template you create is sent to WhatsApp for approval. Before submitting your message templates, make sure the template content follows WhatsApp’s guidelines to avoid rejection.

* Use the template as a conversation starter and to get the end user to reply to your message.
* Avoid sending open-ended welcome or introductory messages.
* Make sure that the template is not abusive or threatening in nature.
* Select the appropriate template category, type and language.
* Upload samples for media files, placeholders, and call-to-action buttons when you register a message template.
* Write in paragraphs. Avoid a lot of line breaks.
* Avoid adjacent variables. Example: `{{1}}`  `{{2}}`
* Avoid using variables that contain special characters such as #, $, or %.
* Avoid missing or mismatched curly braces in variables. The correct format is `{{1}}`.
* Avoid starting or ending the template body with a variable `{{1}}` or a new line character.
* Avoid non-consecutive variables. For example, `{{1}}`, `{{2}}`, `{{4}}`, `{{5}}` are defined but `{{3}}` is missing.
* In header and footer text, avoid using emojis, asterisks, formatting markup, or the \n newline character.
* Avoid grammatical mistakes.
* Avoid spelling mistakes.
* Write in sentence case and avoid capitalizing text unnecessarily.
* Avoid creating multiple templates with identical content.
* Do not share link URLs that do not include your brand and contain several randomized characters.
* Avoid sending messages that seem vague and irrelevant. Example: Instead of "Date: `{{1}}`," use "Your delivery date is `{{1}}` ."
* Keep your templates personalized. Example: Instead of “Dear user, thank you for shopping with us.”, write “Dear `{{1}}`, thank you for shopping `{{2}}` with us.”

For more in-depth guidelines checkout [WhatsApp’s official guidelines page](https://developers.facebook.com/docs/whatsapp/message-templates/guidelines/).