Writing a message template

Open Campaigns → Templates and press New template. The form is on the left, with a preview of the message as it looks in WhatsApp on the right.

• Template name: a label for you and Meta; customers never see it. Lowercase letters, numbers and underscores only. Once Meta has seen the template, its name and language can't change.
• Language: one of 17, including English, Arabic, French, Spanish, German, Turkish, Hindi, Indonesian and Chinese (simplified).
• Category: Marketing, for offers, announcements and invitations, or Utility, only for updates about something the customer started, like an order or a booking. If Meta finds promotion in a Utility template, it switches it to Marketing, which costs more. Every Marketing template gets a Stop promotions button, so people can opt out with one tap; you can't remove it.
• Header (optional): none, one line of text up to 60 characters, or a JPG or PNG image up to 5 MB.
• Message: up to 1,024 characters. To greet each person by name, press + First name or + Full name where the name goes; a blank appears, like {{first_name}}. + Other detail adds a blank for anything else, such as a date or a discount. You choose what fills each blank when you send.
• Footer (optional): one line of small grey text, up to 60 characters.
• Buttons (optional): Quick reply (sends its label back to you as a reply), Website (opens a link starting with https://; up to 2) and Call (calls a number with its country code; 1 at most). Up to 10 buttons in all, each label up to 25 characters.

Meta rejects a few patterns, so the form checks them first: a blank can't be the first or last thing in the message, two blanks can't sit side by side, and a blank's name uses lowercase letters, numbers and underscores.

Once the message has a blank, Examples for Meta's reviewer appears: type what a real message would say in each blank, such as "20% off". Only Meta's reviewer reads these. Name blanks are filled in for you.

At the bottom, Save draft keeps it without sending it to Meta, and Send to Meta for review checks the form and sends it. Delete draft removes a draft Meta has never seen.