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.

Updated on: 08/09/2026