Message templates in WABB help you start conversations with customers. These are pre-approved messages required by WhatsApp when the user has not replied in the last 24 hours.
What is a Message Template
A message template is a pre-approved WhatsApp message.
You need this when:
The user has not messaged you in the last 24 hours
You want to send updates, reminders, or promotions
Types of Templates
1. Marketing Template
Use this template when you want to send offers, discounts, promotions, or campaign messages to your customers. These messages are meant to drive engagement or sales. For example, “Get 20% off on your next purchase.”
2. Utility Template
Use this template for transactional or service-related updates such as order confirmations, shipping updates, appointment reminders, or billing alerts. These messages must stay purely informational. Avoid adding any promotional content, as Meta can reject the template or recategorize it as a marketing message if it appears promotional.
Note: Meta might take a few minutes up to 24 hours to approve the template.
Step-by-Step: Create a Template in WABB
Step 1: Go to Template Section
Open your WABB dashboard
Go to Settings
Open Connection tab
Click Message Templates
Click Create Template (top right)
Step 2: Select Template Category
Choose Marketing or Utility
Click Next
Once the template builder opens, you will see two sections.
On the left side, you design the template by adding details like name, message, header, and buttons.
On the right side, you see a live preview of how your message will appear to users on WhatsApp. This helps you verify the format and content before submitting the template.
Step 3: Fill Template Details
1. Template Name
Use a clear name
Example:
order_update_v1
Rules:
No spaces or special characters in the template name
Use only lowercase and underscores
2. Select Language
Choose the language of your message
Example: English, Hindi, etc.
3. Add Header (Optional)
You can add:
Title (Text based)
Image
Video
File (Document based)
Use this when:
You want to add context
Example: product image, offer image, invoice PDF
4. Write Message Body
Write your main message here.
5. Add Variables
Variables help you personalize messages for each user. Click on the curly bracket option in the text editor to insert a variable.
Important:
Always add sample values
Example:
{fisrt_name} = “Rahul”
Why:
Helps Meta understand the message
Works as fallback if data is missing
6. Add Footer (Optional)
Use this for:
Extra info
Disclaimer
Opt-out instruction
Examples:
“Reply STOP to opt out”
“Terms and conditions apply”
Step 4: Add Buttons (Optional)
You can add up to multiple buttons.
1. Quick Reply Button
Example: “Tell me more”
Use to trigger flows inside WABB
2. Visit Website Button
Add a URL
Types:
Static: A static URL is a fixed link that stays the same for every user. You simply enter the complete website link, and all users who click the button will be redirected to the same page. For example, your homepage or a general offer page.
Dynamic: A dynamic URL changes for each user based on the data you pass. Here, you add a variable at the end of the URL, which gets replaced with actual values when the message is sent. This is useful for personalized links such as order tracking or user-specific pages.
For example, you can use a format like
https://tracking.com/{{1}}, where{{1}}gets replaced with a unique tracking ID for each customer.
3. Call Button
Add phone number
Example: “Call Now”
4. Copy Offer Code Button
Add coupon code
User taps to copy
Step 5: Create Template
Click Create
Template goes for approval
Approval Process
Status shows as Pending
Approval usually takes up to 24 hours
After approval:
You can start sending messages using this template
Best Practices
Keep messages clear and short
Match content with selected category
Avoid spammy words
Always add sample values for variables
Test templates before using in campaigns
Common Issues and Fixes
Template Rejected:
This usually happens when the content does not match the selected category. For example, adding promotional content in a utility template can lead to rejection. To fix this, either remove the promotional language or change the template category to marketing.
Variables Not Working:
Variables may not work if sample values are not provided during template creation. These sample values help Meta understand the message structure and act as fallback text. Always add a sample value for every variable used.
Low Delivery Rate:
Low delivery can happen if users ignore, block, or report your messages, or if the template quality is poor. To fix this, keep your messages clear, relevant, and useful to the user. Avoid spam-like or misleading content.