On this page
Too long? Read this
- Meta reviews every template per WhatsApp Business Account against formatting rules and the declared category; most rejections are self-inflicted and predictable
- 40 examples grouped by industry and category, each written to pass: sequential variables, realistic samples, no promotion in utility bodies, an opt-out line in marketing
- A rejection-reasons table with the fix for each, the 2025 recategorisation rule, and the India cost per category
- 75 more templates, with variables and approval tips, are in the free template library
A WhatsApp message template is a pre-approved message you can send to a customer outside the 24-hour service window. Meta reviews each one under your WhatsApp Business Account, checks its formatting and content against the declared category, and approves or rejects it usually within minutes to hours. Most rejections are avoidable: they come from variables in the wrong place, placeholder-looking samples, promotional wording in a utility template, or a missing opt-out line. Below are 40 templates written to pass, grouped by industry and category, each with a note on why it passes, followed by the rejection reasons and their fixes. Variables use Meta's {{1}} syntax; sample values are shown in brackets.
The rules every example follows
Cost per category in India, April 2026: utility Rs 0.115, marketing Rs 0.8631, authentication Rs 0.115, billed by Meta per delivered message.
Salons and spas
- salon_booking_confirmed (utility): "Hi {{1}} [Priya], your {{2}} [Haircut and Blow Dry] is booked for {{3}} [Sat 2:30 PM] at {{4}} [Aster Beauty Studio]. Reply to this message to reschedule." Passes: transactional, sequential variables, realistic samples.
- salon_reminder_24h (utility): "Reminder: your {{1}} [Manicure] at {{2}} [Aster Beauty Studio] is tomorrow at {{3}} [11:00 AM]. Please arrive 5 minutes early. Reply if you need to change it."
- salon_no_show_followup (utility): "Hi {{1}} [Priya], we missed you today for your {{2}} [Facial]. Would you like to rebook? Reply with a day that suits you." Passes: about the customer's own booking, no offer.
- salon_review_request (utility): "Thank you for visiting {{1}} [Aster Beauty Studio] today, {{2}} [Priya]. If you have a minute, we would love a review: {{3}} [https://g.page/aster-review]. Reply here with any feedback." Passes: post-service, full URL, no promotion.
- salon_monthly_offer (marketing): "Hi {{1}} [Priya], this month at {{2}} [Aster Beauty Studio]: 20% off keratin treatments till {{3}} [30 Sept]. Reply BOOK to reserve or STOP to opt out." Passes: opt-out line, clear offer, dated.
Clinics and dental
- clinic_appointment_confirmed (utility): "Dear {{1}} [Rohan], your appointment with {{2}} [Dr Mehta] is confirmed for {{3}} [Mon 10:30 AM] at {{4}} [Smile Dental, CG Road]. Reply to reschedule."
- clinic_recall_checkup (utility): "Hi {{1}} [Rohan], your six-month dental check-up with {{2}} [Smile Dental] is due. Reply with a preferred day and we will confirm a slot." Passes: expected follow-up, no offer.
- clinic_pre_procedure (utility): "Hi {{1}} [Rohan], before your {{2}} [root canal] on {{3}} [Tuesday]: eat a light meal, avoid caffeine, bring previous reports. Reply with any questions."
- clinic_report_ready (utility): "Hi {{1}} [Rohan], your {{2}} [blood test] report is ready. Collect it at reception or reply REPORT to receive it here."
- clinic_health_camp (marketing): "Hi {{1}} [Rohan], {{2}} [Smile Dental] is running a free dental screening camp on {{3}} [15 Oct]. Reply YES to reserve a slot or STOP to opt out."
Real estate
- re_site_visit_confirmed (utility): "Hi {{1}} [Amit], your site visit to {{2}} [Skyline Residency] is confirmed for {{3}} [Sun 11 AM]. Location: {{4}} [https://maps.app.goo.gl/skyline]. Reply to change the time."
- re_shortlist (utility): "Hi {{1}} [Amit], as discussed, here is your shortlist for {{2}} [3 BHK in Bopal]: {{3}} [Skyline Residency, Green Meadows, Orchid Heights]. Reply with the ones you would like to visit."
- re_document_checklist (utility): "Hi {{1}} [Amit], for the booking of {{2}} [Unit B-1204] we need: PAN, Aadhaar, 3 months' bank statements. Reply with photos or bring them on {{3}} [Saturday]."
- re_price_update (utility): "Hi {{1}} [Amit], the price for {{2}} [Unit B-1204] you enquired about has been revised to {{3}} [Rs 92 lakh] effective {{4}} [1 Oct]. Reply for the updated cost sheet." Passes: information about the customer's own enquiry, not a promotion.
- re_new_launch (marketing): "Hi {{1}} [Amit], {{2}} [Orchid Heights] launches this weekend with pre-launch pricing for early buyers. Reply VISIT to book a slot or STOP to opt out."
Coaching and education
- edu_enquiry_followup (utility): "Hi {{1}} [Neha], thanks for enquiring about {{2}} [the JEE 2027 batch]. Batch details: {{3}} [starts 5 Oct, Mon to Sat 4 to 7 PM]. Reply CALL to speak to a counsellor."
- edu_fee_reminder (utility): "Hi {{1}} [Neha], the fee instalment of {{2}} [Rs 15,000] for {{3}} [JEE 2027] is due on {{4}} [30 Sept]. Pay here: {{5}} [https://pay.apexacademy.in/inv/1123]. Reply if you need help."
- edu_class_reminder (utility): "Reminder: {{1}} [Physics] class on {{2}} [Sat] at {{3}} [10 AM], room {{4}} [3]. Bring the module 4 workbook."
- edu_result_shared (utility): "Hi {{1}} [Neha], your {{2}} [Mock Test 3] score is {{3}} [142/300]. The analysis is attached. Reply to book a doubt session."
- edu_batch_launch (marketing): "Hi {{1}} [Neha], {{2}} [Apex Academy] opens a new {{3}} [NEET crash course] on {{4}} [10 Oct], 60 seats. Reply SEAT to reserve or STOP to opt out."
D2C and e-commerce
- ecom_order_confirmed (utility): "Hi {{1}} [Kavya], order {{2}} [#48213] is confirmed: {{3}} [2 items, Rs 2,398]. We will message you when it ships."
- ecom_shipped (utility): "Order {{1}} [#48213] has shipped via {{2}} [Delhivery], tracking {{3}} [DL1234567890]. Expected by {{4}} [Thu 3 Oct]."
- ecom_delivered_feedback (utility): "Hi {{1}} [Kavya], order {{2}} [#48213] was delivered today. Reply with a number from 1 to 5 to rate the experience."
- ecom_abandoned_cart (utility if worded like this): "Hi {{1}} [Kavya], you left {{2}} [2 items] in your cart at {{3}} [Kavya Apparel]. Your cart is saved here: {{4}} [https://kavyaapparel.in/cart/8a2f]. Reply if you need help with sizes." Passes as utility because it states the cart with no discount; add a discount and it is marketing.
- ecom_back_in_stock (utility): "Hi {{1}} [Kavya], {{2}} [the Linen Midi Dress in M] you asked about is back in stock: {{3}} [https://kavyaapparel.in/p/linen-midi]. Reply if you would like us to hold one."
- ecom_new_drop (marketing): "Hi {{1}} [Kavya], the {{2}} [festive collection] is live at {{3}} [Kavya Apparel] with 15% off till {{4}} [Sunday]. Reply SHOP for the catalogue or STOP to opt out."
Restaurants and food
- rest_table_confirmed (utility): "Hi {{1}} [Vikram], your table for {{2}} [4] at {{3}} [Saffron Kitchen] is confirmed for {{4}} [Fri 8 PM]. Reply to change it."
- rest_order_ready (utility): "Your order {{1}} [#221] at {{2}} [Saffron Kitchen] is ready for pickup."
- rest_weekend_menu (marketing): "Hi {{1}} [Vikram], this weekend's special menu at {{2}} [Saffron Kitchen] is out. Reply MENU to see it or STOP to opt out."
Travel
- travel_itinerary (utility): "Hi {{1}} [Sneha], your {{2}} [Kerala 5N/6D] itinerary and vouchers for {{3}} [12 to 17 Nov] are attached. Reply with any questions."
- travel_document_reminder (utility): "Hi {{1}} [Sneha], for your {{2}} [Bali] trip we need passport copies for all travellers by {{3}} [20 Oct]. Reply with photos."
- travel_seasonal_packages (marketing): "Hi {{1}} [Sneha], {{2}} [Horizon Travels] winter packages are open: {{3}} [Kashmir, Rajasthan, Andaman]. Reply PACKAGES for details or STOP to opt out."
Gyms and fitness
- gym_renewal_due (utility): "Hi {{1}} [Arjun], your {{2}} [FitZone] membership expires on {{3}} [30 Sept]. Renew here: {{4}} [https://fitzone.in/renew/9921] or reply to talk to us."
- gym_class_booked (utility): "Your {{1}} [Yoga] class at {{2}} [FitZone] is booked for {{3}} [Tue 7 AM]. Reply CANCEL to free the slot."
- gym_referral (marketing): "Hi {{1}} [Arjun], refer a friend to {{2}} [FitZone] this month and you both get {{3}} [a free month]. Reply REFER to get your link or STOP to opt out."
Jewellery and retail
- retail_order_ready_pickup (utility): "Hi {{1}} [Meera], your order {{2}} [#JL-778] at {{3}} [Aurum Jewels] is ready for pickup. Store hours: {{4}} [11 AM to 8 PM]."
- retail_festival_collection (marketing): "Hi {{1}} [Meera], the {{2}} [Dhanteras] collection at {{3}} [Aurum Jewels] is now in store. Reply CATALOGUE to see it or STOP to opt out."
B2B and services
- b2b_quote_sent (utility): "Hi {{1}} [Rahul], quotation {{2}} [Q-2026-118] for {{3}} [website redesign] is attached, valid till {{4}} [15 Oct]. Reply with questions or APPROVE to proceed."
- b2b_invoice_due (utility): "Hi {{1}} [Rahul], invoice {{2}} [INV-3391] of {{3}} [Rs 48,000] is due on {{4}} [5 Oct]. Pay here: {{5}} [https://pay.vgraple.com/inv/3391]."
- b2b_webinar_invite (marketing): "Hi {{1}} [Rahul], join our webinar {{2}} [WhatsApp for sales teams] on {{3}} [Thu 4 PM]. Reply JOIN for the link or STOP to opt out."
Rejection reasons and the fix
| Meta's reason | What it usually means | Fix |
|---|---|---|
| Invalid format | Variable at start or end, adjacent variables, non-sequential numbering | Add fixed text around variables; renumber from {{1}} |
| Sample values missing or unclear | "test", "xxx", "123" as samples | Use realistic samples ("Priya", "Sat 2:30 PM") |
| Category mismatch (approved as marketing) | Promotion in a utility body | Remove offers, or accept marketing category |
| Promotional content in utility | Same as above | Same |
| Abusive or prohibited content | Financial guarantees, adult, weapons, gambling, misleading claims | Rewrite; some verticals need extra Meta approval |
| Vague content | "Hi, click here", no context | State who you are and what the message is about |
| URL issues | Shortened links, tracking domains not matching your business | Use full URLs on your own domain |
| Duplicate | Same content as another template under a new name | Reuse the existing one or change the content |
| Floating parameters | A variable with nothing but punctuation around it | Add words |
The template checker runs these checks before you submit; VGraple CRM's builder runs them inline and translates Meta's rejection text into the row above when one does arrive.
The 2025 recategorisation rule
The practical line: a utility template states a fact about the customer's own transaction and invites a reply; the moment it adds "also check out", a discount, a new product or a festival greeting with an offer, it is marketing. Keep the two apart and you pay Rs 0.115 for the first and Rs 0.8631 only for the second.
Where these fit
Utility templates fire from automations: appointment stage changes, order events, payment links, form submissions. Marketing templates go out as broadcasts to opted-in segments or as steps in a sequence. 75 more templates, each with its variables, sample values, cost and approval tips, are in the free template library, and can be submitted from VGraple CRM's gallery with your business name filled in.
Frequently asked questions
Why do WhatsApp templates get rejected?
The common reasons: variables that are not sequential or sit at the start or end of the body, sample values that look like placeholders, promotional wording in a utility template, missing opt-out in marketing, URL shorteners, prohibited content (financial guarantees, adult, weapons), formatting errors and duplicate content under a different name. Each is avoidable before submission.
What is the difference between utility and marketing templates?
Utility carries information the customer expects because of something they did (booking, order, payment) and costs Rs 0.115 per message in India. Marketing promotes an offer or invites the customer back, costs Rs 0.8631, needs opt-in and an opt-out line, and is subject to Meta's per-user frequency cap.
How long does template approval take?
Usually minutes to a few hours; occasionally up to 24 hours. Rejections come with a reason; you can edit and resubmit immediately.
Can I use emojis and formatting in templates?
Yes: bold with asterisks, italics with underscores, strikethrough with tildes, and emojis. Keep formatting light; a body that is mostly bold or emoji reads as spam to reviewers.
How many variables can a template have?
There is no hard cap, but the body cannot start or end with a variable, cannot have two variables adjacent, and variable text should not exceed the fixed text by too much. Two to four variables is typical.
What happens if Meta recategorises my utility template as marketing?
Meta approves it under the marketing category and bills the marketing rate; it also becomes subject to the frequency cap. Remove promotional wording (discounts, new products, invitations to buy) and resubmit as utility, or accept the marketing category.
Do I need a template to reply to a customer?
No. Inside the 24-hour window after a customer's message you can send free-form text. Templates are for messages you start, or after 24 hours of silence.
Can I edit an approved template?
Editing creates a new review; the old version stays approved until the new one is approved. Category changes also trigger review.
Are the 40 examples pre-approved?
No template is approved until Meta reviews it under your own account. These are written to the rules and reflect templates that have been approved for businesses we work with; results depend on your account and any edits.