Guide 3 of 7
Templates that get approved
Categories, variables and samples: how to write templates Meta approves.
Pick the right category
- Marketing: offers, news, reminders to buy. Needs people's consent; they can stop them.
- Utility: about something the customer did: orders, bookings, payments, account updates.
- Authentication: one-time passwords.
Meta re-categorises templates that don't fit, which can change the price.
Variables
Put customer details in variables like {{first_name}} or {{order_number}}. Give a realistic sample for each one; Meta reviews the message with it.
Good: Hi {{first_name}}, your order {{order_number}} is on its way.
Avoid: a variable at the very start or end, two variables side by side, or a message that is only variables.
Buttons and media
Add a photo, video or document header, and buttons for a website, a phone call, quick replies or an offer code.
If it's rejected
The reason shows on the template. Edit and submit again, or create a new one. Common reasons: missing samples, vague wording, or a marketing message submitted as utility.