To reach a customer through a closed window you need an approved template — but templates go through Meta's review, and coming back rejected on the first attempt is common. This guide covers creating a template in the panel, which rules are applied before the request even reaches Meta, and how to avoid a rejection.
⚠️ Creating and deleting templates, and refreshing the list from Meta, all require the connect channel permission, which belongs to the Owner and Admin roles. Templates only exist on WhatsApp numbers.
In this article you will find:
Creating a template in the panel
Rules applied before Meta sees the template
Reading template statuses
The most common rejection reasons
Deleting a template
Creating a template in the panel
Open Settings from the menu.
Go to the Connection page.
Press Create template in the templates block.
Type a name freely into Template name.
Pick the template's language in Language.
Pick Utility, Marketing or Authentication in Category.
Type a Header if you want one.
Type the message itself into Body text, writing variables as {{1}}, {{2}}.
Type a Footer if you want one.
Write a sample for every variable under Sample values.
Read the final text in Preview.
Press Send to Meta.
On success the panel says "Template {name} was sent to Meta. It is waiting for approval." and the template appears in the list with the Pending status.
The form fields one by one
Template name — Meta accepts only lowercase letters, digits and underscores. You type freely and the panel adjusts the name: "Order Shipped!" becomes order_shipped. Accented letters are folded to their plain equivalents.
Language — the template's language. The same name can exist as separate templates in different languages.
Header (optional) — text only, at most 60 characters. Headers cannot contain variables.
Body text — at most 1024 characters. Variables live here.
Footer (optional) — at most 60 characters. Usually a short note such as "You can reply to this message".
Sample values — one sample per variable. These are used for the review only and never reach the customer.
Preview — the readable form of the body.
Send to Meta — submits the template for review.
Rules applied before Meta sees the template
The panel applies some rules before sending anything to Meta, so you do not wait for a rejection over a typo. These warnings can appear under a field:
The template needs a name — it must contain at least one letter or digit.
Pick a language / Pick a category — neither can be empty.
The body text is required and can be at most 1024 characters.
Headers cannot contain variables — move them into the body.
Variables must start at {{1}} and continue without gaps — {{1}} together with {{3}} is refused, and there can be at most 20.
Write a sample value for this variable — Meta will not even review a template without samples.
This number already has a template with the same name — a name plus language can exist once.
Reading template statuses
The Status column in the template list can hold five values:
Pending — Meta is reviewing it. Review can take anything from a few minutes to a few days.
Approved — ready to use. Only templates in this state appear in the inbox picker and in flow steps.
Rejected — Meta refused it. You have to fix the text and create a new template.
Paused — Meta paused it temporarily after too much negative feedback.
Disabled — Meta shut it down entirely.
The panel refreshes the list from Meta at intervals on its own. To see a change straight away, press Refresh templates; the panel tells you how many were updated.
The most common rejection reasons
The category does not match the content. A discount code inside a utility template is the single most common mistake.
Sample values are missing or meaningless. Samples like "abc" or "123" make review harder; write something realistic.
The text is vague. Templates such as "Hello, we have news for you" are not accepted.
A variable carries the whole message.{{1}} cannot be a body on its own; the meaning has to come from the fixed text.
Variables sitting side by side. Consecutive variables such as {{1}} {{2}} are frowned upon.
It looks like unsolicited contact. Text that suggests marketing through a channel the customer did not agree to gets rejected.
💡 You cannot fix a rejected template and resubmit it under the same name; delete it first and create it again, or pick a new name.
Deleting a template
Press Delete template on the row in the template list.
Read the warning: Meta removes every language of that name, and automations using the template can no longer send messages.
Confirm.
Deletion cannot be undone. Review your flows before deleting a template one of them uses.
A worked example
A dental clinic sets up an appointment reminder:
Name: appointment_reminder
Category: Utility
Body: "Dear {{1}}, this is a reminder of your appointment on {{2}}. Reply to this message to change it."
Samples: Selin Kaya and Friday 12 October, 14:30
Footer: "Dental Clinic"
The template is approved within a few hours and the clinic can send reminders to patients whose window has closed.