In this guide · 8 sections
- 01What a WhatsApp message template is
- 02Utility vs marketing vs authentication templates
- 03The utility rules that trip most businesses
- 04How to write a template that passes review
- 05Rejected? Edit, resubmit or appeal
- 06When Meta re-categorises a live template
- 07Do it yourself or get help?
- 08Frequently asked questions
Short answer
Pick the right category (utility for order and booking updates, marketing for anything promotional, authentication for one-time codes), keep variables in {{1}}, {{2}} order with sample values, don't start or end on a variable, and keep promotions out of utility templates. Review takes up to 24 hours.
What a WhatsApp message template is
Meta's template fundamentals page says template messages are the only type of message you can send to a WhatsApp user outside a customer service window, the 24 hours after the customer last messaged you. So any message your system starts, such as an order confirmation, a reminder or a newsletter, needs an approved template.
A template has fixed wording with variables (placeholders) for the parts that change, such as the customer's name or order number. Every template must be categorised as marketing, utility or authentication, and Meta reviews it before you can send it.
Utility vs marketing vs authentication templates
The category decides both whether the template is approved and what each message costs. Rates below are Meta's list rates for messages to Singapore (+65) numbers from the SGD rate card effective 1 October 2026 on the WhatsApp pricing page, before any provider fees.
| Category | Use it for | Price per message to +65 |
|---|---|---|
| Utility | Order, delivery, booking and account updates the customer expects | S$0.0205 |
| Marketing | Promotions, offers, newsletters, abandoned carts, birthday messages | S$0.0937 |
| Authentication | One-time passcodes for login or verification | S$0.0205 |
Meta's pricing page also says utility templates sent while a customer service window is open (the customer messaged you in the last 24 hours) have been free since 1 July 2025. For a full cost breakdown, see our guide to WhatsApp Business API costs in Singapore.
The utility rules that trip most businesses
Meta's template categorisation guidelines say a utility template must meet both tests: it must be non-promotional, and it must be specific to or requested by the user (their order, account, booking or transaction) or essential to them.
Approved as utility
- Your order {{1}} is confirmed. We'll message you when it ships.
- Reminder: your appointment is on {{1}} at {{2}}. Reply 1 to confirm.
- We have received your item from order {{1}}. Your refund has been processed.
- Feedback about a specific order or visit
Treated as marketing
- An order update that also offers 10% off the next order
- "Your cart is waiting, check out now" (retargeting, even if the user started it)
- Renewal reminders that try to secure the renewal with a discount
- Generic surveys, or wording so vague it could be anything ("{{1}}", "Congratulations!")
Mixed content counts as marketing. If you want to add a promotion, send it as a separate marketing template to people who opted in to marketing messages.
How to write a template that passes review
These steps follow Meta's template review rules and its list of common rejection reasons.
Choose the category honestly
If any line promotes, recommends or upsells, it is marketing. Don't label it utility to pay less.
Write the fixed text around the variables
Use numbered variables in order, {{1}}, {{2}}, {{3}}, with matching double curly braces. Don't skip numbers or use symbols such as #, $ or % inside a variable.
Don't start or end with a variable
Meta rejects templates that begin or end with a parameter. Put a word or full stop either side.
Keep the variable count reasonable
Too many variables relative to message length is a listed rejection reason. Add fixed wording or merge variables.
Add sample values
Meta requires example values for every variable, and sample media for media headers. Use realistic samples like an order number, not "test".
Avoid sensitive requests and threats
Never ask for full card numbers, bank account numbers or national ID numbers such as NRIC. No threats of legal action or shaming in payment reminders.
Two other rules: a template with the same body and footer as one you already have is rejected as a duplicate, and transactional content (prices, fees, goods offered) must follow the WhatsApp Commerce Policy.
Rejected? Edit, resubmit or appeal
Meta says approval decisions can take up to 24 hours. You get a notification in WhatsApp Manager and an email to your Business Suite admins. The rejection reason appears in Business Support Home under your WhatsApp account's rejected message templates.
- Wrong category (reason INCORRECT_CATEGORY): change the category or remove the promotional wording, then resubmit.
- Formatting: fix the variables and samples, then resubmit.
- You disagree: file an appeal with a sample in WhatsApp Manager; Meta says appeals are decided within 24 hours.
When Meta re-categorises a live template
Approval isn't the end. Meta runs a recurring check and can change the category of approved templates that don't follow the guidelines, including ones whose category was confirmed in an earlier review.
If you think a template was wrongly re-categorised, you can request a review in Business Support under Template Category Updates. The better fix is to keep promotional wording out of utility templates in the first place.
Do it yourself or get help?
If you use a WhatsApp provider or Meta's WhatsApp Manager directly, you can write and submit templates yourself with the rules above. Start with two or three utility templates (confirmation, reminder, update) and test them with real data before adding marketing.
Before you submit
Our WhatsApp Notifications (S$590) sets up a WhatsApp Business API number via an official provider, submits up to 3 message templates for approval, triggers them from your store, form or booking system, handles opt-in for the PDPA and adds a delivery report. For Shopify stores, see our guide to order notifications on WhatsApp.
Frequently asked questions
Meta's documentation says an approval decision can take up to 24 hours. You are notified in WhatsApp Manager and by email to your Meta Business Suite admins. If the template is rejected, you can edit and resubmit it, or file an appeal with a sample, which Meta says is also decided within 24 hours.
Usually because it contained something promotional, such as a discount, an upsell, a renewal push or an abandoned-cart nudge, or because the wording was too generic to tie to a specific order or request. Meta treats mixed content as marketing. Remove the promotional part and resubmit, or send the promotion as a separate marketing template.
Utility templates follow up on something the customer did or asked for, such as an order, booking, payment or account change, and must not promote anything. Marketing templates cover everything promotional, including offers, newsletters, retargeting and birthday greetings. Marketing messages cost more: about S$0.094 each to Singapore numbers versus about S$0.021 for utility, as of October 2026.
Yes. Meta regularly checks approved templates and can switch a utility template to marketing if it doesn't meet the guidelines, usually with one day's notice by email and webhook. The template stays approved but is charged at the marketing rate. Businesses warned for misuse get no notice. You can request a review in Business Support.
Variables are placeholders in double curly braces, either numbered like {{1}} and {{2}} in order or named in lowercase like {{first_name}}. You must provide an example value for each. Meta rejects templates with mismatched braces, skipped numbers, special characters in variables, too many variables for the length, or a variable at the very start or end.