WhatsApp Message Templates
Create, manage, and get approval for WhatsApp message templates used in Fonify outbound campaigns.
WhatsApp Message Templates
Message templates are pre-approved message formats required for business-initiated WhatsApp conversations. You need templates to send outbound messages to customers who have not messaged you in the last 24 hours.
Why Templates?
WhatsApp requires templates to prevent spam. Every business-initiated message must use an approved template. This protects users and ensures high-quality messaging.
Appointment Reminders
Remind customers of upcoming appointments with time, date, and location details.
Order Updates
Notify customers about order confirmations, shipping updates, and delivery status.
Follow-Ups
Re-engage customers after a call or interaction with next steps.
Promotions
Send marketing messages with offers, discounts, and product announcements (requires opt-in).
Template Categories
Meta classifies templates into categories that affect pricing and approval criteria.
| Category | Description | Approval Strictness | Cost |
|---|---|---|---|
| Utility | Transaction updates, account alerts, post-purchase | Low | Lowest |
| Authentication | One-time passwords, verification codes | Low | Lowest |
| Marketing | Promotions, offers, re-engagement | High | Highest |
| Service | Customer support responses | N/A (no template needed within 24h window) | Free |
Utility and authentication templates are usually approved within minutes. Marketing templates undergo stricter review and may take 24-48 hours.
Creating a Template
In your Fonify dashboard, go to Settings > Channels > WhatsApp > Message Templates and click Create Template.
Select the template category (utility, authentication, or marketing) and the language. You can create the same template in multiple languages for different audiences.
Compose your message using the template editor. Templates support:
- Header -- Text, image, video, or document (optional)
- Body -- The main message text with variable placeholders
- Footer -- A small text line below the body (optional)
- Buttons -- Call-to-action or quick-reply buttons (optional)
Use double curly braces for variables: {{1}}, {{2}}, etc.
Provide sample values for each variable. Meta uses these during review to understand the template's intent. For example, if {{1}} is a customer name, enter "John" as the sample.
Click Submit. The template is sent to Meta for review. You can track the status in the template list.
Template Examples
Appointment Reminder (Utility)
Header: Appointment Reminder
Body: Hi {{1}}, this is a reminder about your appointment on {{2}} at {{3}}.
Reply YES to confirm or NO to reschedule.
Footer: Sent via Fonify
Buttons: [Quick Reply: YES] [Quick Reply: NO]Follow-Up After Call (Marketing)
Header: Thanks for speaking with us
Body: Hi {{1}}, thank you for your time on our call today.
As discussed, here's a summary: {{2}}.
Feel free to reply if you have any questions.
Footer: Fonify AIBest Practices
Tip
Follow these guidelines to increase your approval rate and message effectiveness.
- Be specific -- Clearly state the purpose of the message. Vague templates get rejected.
- Avoid promotional language in utility templates -- Meta will reclassify or reject them.
- Use variables wisely -- Personalize with names and details, but do not make the entire message a variable.
- Keep it concise -- Aim for under 160 characters in the body when possible.
- Provide clear opt-out -- Marketing templates should include an unsubscribe option.
Approval Status
Templates go through one of three statuses:
| Status | Meaning | Action |
|---|---|---|
| Approved | Ready to use in campaigns | No action needed |
| Rejected | Does not meet Meta's policies | Edit and resubmit |
| Pending | Under review by Meta | Wait for review (usually 24-48h) |
Repeatedly submitting rejected templates without meaningful changes can flag your account. Read the rejection reason carefully and address it before resubmitting.
Using Templates in Fonify
Once approved, templates become available in Fonify campaigns:
- AI assistant responses -- Configure your AI to use templates when initiating conversations outside the 24-hour window.
- Campaign broadcasts -- Select a template when creating a WhatsApp outbound campaign. Map template variables to contact fields.
- Automated triggers -- Set up automations that send template messages based on events (e.g., missed call follow-up).
Managing Templates
- Edit -- You can edit rejected templates, but approved templates must be deleted and recreated.
- Delete -- Remove templates you no longer need. Deleted templates cannot be recovered.
- Quality rating -- Meta assigns a quality rating based on user feedback. Low-quality templates may be paused.