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WhatsApp templates are pre-approved message formats that let you send structured messages to your contacts. They are essential for reaching people outside the 24-hour customer service window — for notifications, updates, reminders, and more. Templates can include rich media such as images and videos, dynamic text variables, and interactive buttons.

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What templates are and why they need Meta approval

Because WhatsApp templates are sent outside the standard conversation window, Meta reviews every template before it can be used. The approval process ensures messages meet WhatsApp’s quality standards and business policies. Common rejection reasons include overly promotional language, misleading content, or poor grammar, so it pays to keep your copy clear and focused on genuine value for the recipient. Once Meta approves a template, you can use it in Flowella workflows, automated flows, campaigns, and manual inbox sends. Any changes to a template’s structure require resubmission — but dynamic variables let you personalise each message without additional approvals.
Approval is often near-instant. Meta runs an automated first-stage review that clears most templates within minutes, but anything routed for human review can take up to 48 hours. Submit ahead of time so a slower review never blocks a production send.
Looking for a quick reference on categories, header formats, button types, the {{n}} variable syntax, or the submission lifecycle? See Template reference.

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Creating a template

1

Navigate to Templates

Click Templates in the left sidebar.
This is the central location for all your WhatsApp message templates. From here you can view, edit, and track the approval status of every template your account has.
2

Start a new template

Click New Template to begin.
Before starting, have a clear idea of your template’s purpose — order confirmation, appointment reminder, promotional message, and so on. A clear goal makes it easier to write copy that passes Meta’s review.
3

Name your template

Enter a descriptive name that reflects the template’s purpose.
Use lowercase letters, numbers, and underscores only — for example, order_confirmation or appointment_reminder. Spaces and special characters are not allowed by Meta.
4

Add a visual header

Optionally add an image or video as the template header to make your message more engaging.
Header media is optional but recommended. Images must be under 5 MB and videos under 10 MB. Videos should be under 60 seconds and open with an engaging frame.
5

Write your message body

Enter the main body text for your template. Keep it clear, concise, and relevant to your audience.
Use double curly braces to add dynamic variables — for example, Hi {{1}}, your order {{2}} is ready for pickup!. These are replaced with real contact data when Flowella sends the message.
Avoid overly promotional language. Meta’s review looks for messages that provide clear value to the recipient.
6

Add a button

Click Add a button to your template to include an interactive element.
Buttons give contacts a clear next step and increase engagement. You can add up to three buttons per template.
7

Select the button type

Choose the button type that fits your use case:
  • Call-to-action button — directs users to a website or phone number.
  • Quick reply button — lets users respond with predefined text.
  • URL button — sends users to a specific web page.
You can mix button types on the same template. For example, combine a URL button labelled “View Order” with a quick reply button labelled “Contact Support”.
8

Set the button value

Enter the action or destination for the button — for example, a phone number for a call button or a URL for a link button.
9

Add button text

Enter the label that will appear on the button. Make it action-oriented and clear — for example, “Learn More”, “Contact Us”, or “Get Started”.
Button text has a 25-character limit. Use short action verbs and make it obvious what happens when the button is tapped.
10

Create the template

Click Create Template to save and submit your template.
Submitting the template sends it to Meta for review. This is often near-instant, as most templates clear Meta’s automated review within minutes, though some are routed for human review and can take up to 48 hours.
During review, Meta checks for policy compliance. Ensure your template provides clear value to recipients and avoids promotional language that could lead to rejection.
11

Prepare for testing

Enter a valid WhatsApp number to use for testing. Make sure you have access to that WhatsApp account to receive the message.
The number must be in international format with the country code — for example, +44123456789.
12

Send a test message

Click Send Test to send the template to your device.
You can send a test even while the template is still pending approval from Meta. Testing lets you see exactly how the message will appear to contacts before using it in production.
13

Verify on device

Open the message on your device and confirm:
  • The header image or video displays correctly.
  • The body text is formatted as expected.
  • The button appears and functions properly.
  • The overall message looks professional.
Check the template on both iOS and Android if possible. Long body text may be truncated on smaller screens, so test early and adjust if needed.
Your template is now ready. Once Meta approves it, you can use it in Flowella workflows, automated flows, and manual inbox sends. You can track delivery and engagement metrics for each template from the Flowella dashboard.

Template reference

Categories, headers, buttons, variables, and the submission lifecycle.

Template variables

Syntax, sample values, HubSpot mapping, and rejection traps.

Media headers

What media formats and sizes WhatsApp accepts in template headers.

Template rejected

Common Meta rejection reasons and how to fix them.

Pricing & categories

How template category drives Meta’s per-conversation pricing.

Workflow actions

Send your approved templates from a HubSpot workflow.