The step that sends a Meta-approved WhatsApp template: picking the template, filling in its values, the header file, and the only way out of the 24-hour rule.
Somebody wrote to you two days ago, today you want to say "your order has shipped" — and the message will not go out. The reason is Meta's 24-hour rule. The step is the only legitimate way around it: it sends text Meta approved in advance, even when the window is closed. This guide covers the step's fields, where templates come from, and what to watch out for.
Template
⚠️ Note: Templates are only sent on WhatsApp. The step appears in the step list only when WhatsApp is connected; if both channels are connected it is skipped in Instagram conversations and the pre-publish check records that as a warning.
What it does
A template is a ready-made WhatsApp message whose content Meta has approved. You do not write its text in the panel: it is defined at Meta, approved there, and pulled into the panel. In the step you only choose which template goes out with which values.
It is indispensable in two situations:
When the 24-hour window is closed. If the person has not written in the last 24 hours, a free-form message will not go out; an approved template will.
When you start the conversation. If you need to inform somebody who never wrote to you (an appointment reminder, a shipping notice, a payment reminder), this is the way.
Where templates come from
You do not create templates in the panel. They are defined at Meta and pulled into your account: go to Settings › Connection and choose Refresh templates to update the list.
Only approved templates can be picked in the step. If the account has none, the step says so and points you at the refresh path.
Pick one of the account's approved templates from the Choose a template dropdown. The choice also fixes the template's language; if the same template exists in two languages, both appear separately in the list.
If no template is chosen, the pre-publish check reports an error and the flow cannot be published.
Values
If the template text has gaps such as {{1}} and {{2}}, the panel opens a field for each one: Value 1, Value 2 and so on. Whatever you type goes into the message.
Placeholders work in these fields, and that is the setup that pays off most. For the template "Hi {{1}}, your order {{2}} has shipped.":
Value 1: {{contact.first_name|there}}
Value 2: {{field.order_no}}
A template carries at most 20 values, each at most 500 characters.
⚠️ Note: Do not leave value fields empty. Meta rejects an empty value and the message never goes out. If a placeholder might come back blank, give it a default, such as {{field.order_no|-}}.
Header URL
If the template has an image, a video or a document above the text, put that file's address here. The panel recognises the template's header and tells you which kind is expected: "This template has an image above the text", "…a video…", "…a document…".
The address must start with http(s); otherwise the check reports an error. When the template's header is text or absent, this field does not appear.
Its output
The Template step has one output, Next.
Important: the flow does not stop when the template fails to go out. If the conversation is on Instagram, the template lost its approval or Meta rejected it, the reason is written to the run log and the flow continues from Next. That way a failed notification does not cancel the tagging and assignment steps that follow.
An example
An online shop wants to notify customers when an order ships.
They create and get approval for the "shipping_notice" template at Meta, then choose Settings › Connection › Refresh templates in the panel.
They create an automation and add a scheduled trigger to the Start step (see The Start step) based on the ship_date field on the contact card.
They add a Template step, pick "shipping_notice", and set Value 1 to {{contact.first_name|there}} and Value 2 to {{field.order_no|-}}.
After it they add an Action step applying the shipping-notified tag.
The result: the person gets the notice even days later, with the window closed.
Common mistakes
Trying to write the template in the panel. Template text is defined at Meta. The panel only holds the choice and the values.
Expecting an unapproved template to work. A template that is pending or rejected does not enter the list. Check its status at Meta and choose Refresh templates in the panel.
Leaving values empty. Meta rejects empty values. Put something in every value — at least a placeholder that has a default.
Using a template in an Instagram flow. The step is skipped. On Instagram there is no way to message somebody once the window has closed; that is a restriction on Meta's side and it applies to every tool that uses their interface.
Using a template instead of a free-form message. While the window is open a normal Message step is more flexible and free of charge. Template sends are billed separately by Meta.
Changing the template text at Meta and not refreshing in the panel. The panel sends the old name and language, Meta rejects it. Make Refresh templates a habit whenever the text changes.
Limits
WhatsApp only. The step is skipped in Instagram conversations.
Only approved templates can be picked.
At most 20 values, each at most 500 characters.
Template name at most 120 characters, language code at most 20.
The header address must start with http(s) and be publicly reachable.
Template sends are billed by Meta; the price depends on the category and the country.
Even when the template fails, the flow continues from Next.