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MESSAGING AND TEMPLATES
Message template
A message template is a pre-approved message format that a business must use to start a WhatsApp conversation or to message a customer outside the 24-hour customer service window. Meta reviews each template for category and policy compliance before it can be sent, and bills it per delivered message by category.
template categorytemplate variabletemplate rejectiontemplates
Why it matters
Templates are the only way to reach a customer who has not messaged you in the last 24 hours, which makes them the backbone of broadcasts, reminders, alerts and re-engagement. Their category (marketing, utility or authentication) sets the price and the rules that apply, and Meta can pause or recategorise a template after approval based on how recipients react to it.
In VGraple CRM
The template builder previews the message as it will look on a handset, validates variables, buttons and media before submission, warns about wording that usually fails review, submits to Meta and tracks approval, quality and pause states per template. Templates can be sent from the inbox, in broadcasts, from flows and sequences, and from the API.
Related terms
Template category, Template variable, Template rejection, Customer service window, and the templates feature.