How to request Whatsapp template for approval
WhatsApp has become the go-to platform for businesses to connect with their customers in real-time. With over 2 billion active users globally and nearly 500 million users in India, companies across industries—e-commerce, real estate, healthcare, education, and more—are leveraging the WhatsApp Business API for marketing, support, and sales.
Unlike personal WhatsApp chats, businesses cannot simply send promotional or transactional messages freely. Instead, they must use pre-approved message templates provided by WhatsApp. These templates ensure consistency, compliance, and prevent spam.
How do I request a WhatsApp message template for approval? This guide will walk you step-by-step through the process, explain template guidelines, and share tips to avoid rejection.
What is a WhatsApp Message Template?
A WhatsApp message template is a predefined format of a message that businesses use to send notifications, alerts, promotions, or customer service responses at scale. These templates can include text, images, videos, documents, and interactive buttons.
Examples:
- Order Confirmation: “Hello ##Name##, your order ##Order_ID## has been confirmed. Delivery expected by ##Date##.”
- Payment Reminder: “Dear ##Name##, your payment of ₹##Amount## is due on ##Date##. Kindly complete it to avoid late fees.”
- Promotional Campaign: “Hi ##Name##, enjoy 20% off on our latest collection! Shop now before the offer ends.”
Without template approval, you cannot send outbound messages to customers.
Why WhatsApp Template Approval is Important
WhatsApp ensures businesses don’t misuse messaging for spamming users. Approval guarantees:
- Compliance with WhatsApp’s policies.
- Trust & credibility in customer communication.
- Higher deliverability and reduced chances of being blocked by users.
- Access to automation via WhatsApp API for marketing, reminders, and notifications.
Components Of WhatsApp Template
| Component | optional/mandatory | Supported types | Max per template | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Header | optional | text, media (images, videos, documents), and locations | 1 | ||||||||||
| Body | mandatory | text-only | 1 | ||||||||||
| Footer | optional | text-only | 1 | ||||||||||
| Buttons | optional | Quick Reply, URL, Phone | 10(additional limitations apply)
|
Step-by-Step Guide
How to request Whatsapp template for approval
Step 1: Access WhatsApp Templates Section
From the main menu, click on WhatsApp under the Channels section.
Step 2: Open the Templates Tab
In the WhatsApp dashboard, click on the Templates tab.
Step 3: Create a New Template
Click the Add(+) icon located at the bottom-right of the screen, then select New Template.
Step 4: Choose Template Settings
- Category: Select the most relevant category.
- Type: Choose Template.
- Name: Enter a short, descriptive template name.
Step 5: Add Components
Include the necessary components for your WhatsApp template, such as:
- Text placeholders (variables like ##name##, ##order_id## for personalization)
- Media (images, documents, videos if applicable)
- Buttons (quick replies, call-to-action)
Step 6: Submit for Approval
- Review the template carefully for accuracy and compliance. Once ready, click Submit.
- WhatsApp will review and approve the template, usually within 1–2 business days.
Why WhatsApp Templates Get Rejected
- Using promotional or sales-heavy words (e.g., “Buy Now,” “Limited Offer” in non-marketing categories).
- Poor grammar or spelling mistakes.
- Vague templates without clear purpose.
- Sharing sensitive content (loans, politics, gambling, adult content).
Best Practices for Template Approval
- Always select the correct category (Utility, Authentication, Marketing).
- Keep it short and professional.
- Add personalization with variables.
- Avoid spammy language.
- Proofread before submission.
Benefits of WhatsApp Templates for Businesses
- Higher Engagement Rates – WhatsApp messages have an 80–90% open rate compared to email (15–20%).
- Faster Conversions – Real-time notifications reduce cart abandonment and improve sales.
- Customer Retention – Automated updates improve satisfaction and loyalty.
- Scalable Communication – Send thousands of notifications at once without manual effort.
- Multi-Media Messaging – Engage customers better with videos, catalogs, and interactive buttons.
WhatsApp Template Use Case in E-commerce
- Cart recovery increased by 25%.
- Repeat purchases improved due to personalized offers.A fashion e-commerce brand in Noida faced a high abandoned cart rate. After requesting and getting approval for the following WhatsApp template:“Hi ##name##, you left items in your cart. Complete your purchase today and get FREE shipping!” Results:
- Customer complaints reduced as they received instant order confirmations.
FAQs
Usually, approval takes 24–48 hours. In some cases, it can take longer depending on the template complexity.
No. Once approved, a template cannot be edited. If changes are needed, you must create a new template.
All outbound templates (notifications, promotions, reminders) need approval. Free-form messages don’t require approval but can only be used within 24 hours of customer interaction.
Yes. Emojis and clickable links are allowed, but the message must remain professional and relevant.
You’ll receive a rejection reason in Chat ON Desk Whatsapp template. Fix the issues (grammar, policy violation, wrong category) and resubmit a new template.
There’s no strict limit, but WhatsApp recommends submitting only the templates you actually plan to use.
Promotional or misleading content, Excessive capitalization or emojis , Spelling/grammar errors
Policy violations (e.g., spam, adult, financial fraud)