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> Use this file to discover available pages before exploring further.
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# Message Templates Overview 

WhatsApp message templates are like email templates. Just as you create email templates in an email marketing platform, you create message templates when using the WhatsApp API. You can create these templates once, reuse them as many times as needed, and send them to multiple contacts.

![](https://storage.crisp.chat/users/helpdesk/website/-/6/6/d/6/66d63a5129ae5000/message-template-preview-updat_1fyuu8w.png)
They’re primarily used to initiate conversations with users through the WhatsApp Business API.

### Message Template Approval Process

Before you can use a message template, it must be **submitted to WhatsApp for approval**. This review process ensures your template meets WhatsApp's [official message template guidelines](https://help.wanotifier.com/en/article/message-template-guidelines-1sidg80/) and helps prevent spam.

Note that most templates are approved **within 30 minutes**, as the process is automated. However, if your template includes media such as an image, video, or document, it may take up to **48 hours for approval**.

**Important:** WhatsApp treats spam seriously, so you must obtain explicit **opt-in consent** from users before sending them message templates.

### Message Template Personalization

You can personalize your message templates by **adding variables to them,** similar to how you **add merge tags** in email templates. These variables are written as placeholders, like{{1}},{{2}}, {{3}} and so on, and are replaced with actual data when sending notifications to your users.

»  [Learn how to personalize message templates using variables](https://help.wanotifier.com/en/article/how-to-personalize-templates-using-variables-7rm0c0/)

### 24-hour Conversation Window

Note that you can start a conversation with any of your contacts only by first sending them a message template and it cannot be started by sending a free-form message. After sending a message template, if the user replies to you, a **24-hour conversation window** get started. During this conversation window you can send unlimited free-form messages to and fro.

### WhatsApp Message Template Charges

When you send a message template to initiate a conversation with any of your contacts, WhatsApp classifies it as a business Initiated conversation and depending on the message template category and the recipient's country, you're charged a small fee. 

You can learn more about WhatsApp's messaging charges [here](https://developers.facebook.com/docs/whatsapp/pricing).

» [Learn more about Message Template Categories](https://help.wanotifier.com/en/article/message-template-categories-toht7w/)