Create and get a template approved

On the official API, to message a customer first (a business-initiated message) you need a template pre-approved by Meta. When the customer messages you instead, you have a 24-hour free conversation window without a template. SendApp uses Meta’s exact rules: every template you create is sent to Meta for approval (usually a few minutes, max 24h). Prerequisite: a WhatsApp number connected to the official API (see Connect WhatsApp).

The right category is the first thing: it changes the rules and, above all, the cost per message.

Since 2025 Meta recategorizes on its own: if a UTILITY template has a promotional tone, it’s approved but moved to MARKETING — and you pay 5-7× more without noticing. Don’t “disguise” promos as utility: it no longer works.

1. 1

   Open Templates → WhatsApp Meta and click “Create Template”

   From here you manage all templates with their approval status.

   
2. 2

   Name, category and language

   Give it a name (lowercase, numbers and underscores only, e.g. weekly_promo), choose the category (Utility or Marketing — mind the cost) and the language.

   
3. 3

   Write the body and insert variables

   Write the message and use “Add dynamic field” to insert variables {{1}}, {{2}}. The live preview on the right shows the message as the customer will see it. There’s also “Generate with AI” to start from an automatic draft.

   
4. 4

   Map the fields to the variables

   Link each variable to a contact field (Name, Phone, Email or the custom fields imported from CSV): this way each customer gets THEIR message.

   
5. 5

   Add the buttons

   Up to 3 quick-reply buttons, or URLs. A “Book now” button appears right in the chat: button CTAs convert better than links in the text.

   
6. 6

   Send to Meta: PENDING status

   Click “Create Template”: it’s sent to Meta for approval. The PENDING status usually resolves in a few minutes (max 24h).

   
7. 7

   Template APPROVED

   When the status turns APPROVED, the template is ready: from now you can use it in campaigns.

   

Format errors (immediate rejection)

• Wrong variables: they must be written {{1}}, {{2}} (double braces, progressive numbers). Rejected: single braces, spaces inside braces, special characters (#, $, %).
• A variable at the start or end of the text with no text around it: the message can’t begin or end with a variable.
• More variables than words (a “skeleton” template like “{{1}} {{2}} {{3}}!”): rejected as suspected spam.
• Over 550 characters in the body (2026 rule), more than 10 emoji, or 4+ consecutive spaces / blank lines in a row.
• Emoji or formatting in the header/footer: only plain text is allowed there.
• Template name with spaces or capitals: use only lowercase, numbers and underscores (e.g. summer_promo_2026).
• Body identical to a template already approved in the account: duplicate, automatic rejection.

Content and policy errors

• Asking for sensitive data (card numbers, documents, passwords): automatic rejection.
• Shortened links (bit.ly…) or links that don’t match the business: always use your own domain.
• Sectors banned by WhatsApp policy (gambling, weapons, adult, crypto-exchange…): rejected whatever the text.
• Vague or generic content (“Hi, I have something to tell you”): Meta wants to understand what the user will receive.
• A URL inside a variable: no. The link must be fixed in the template or as a URL button.

✅ Good

“Hi {{1}}, this week it’s -20% on all our pizzas 🍕 Book your table with the button below. Reply STOP to opt out.” — variable in the middle, one clear CTA on the button, opt-out.

❌ Only variables

“{{1}} {{2}} {{3}}!” — more variables than words: rejected as suspected spam.

❌ Starts/ends with a variable

“{{1}}, special offer” or “…learn more {{2}}” — the message can’t begin or end with a variable.

❌ Promo disguised as UTILITY

A UTILITY template with “20% off” inside is approved but moved to MARKETING: you pay 5-7× without noticing.

• When asked, provide realistic examples for each variable: Meta uses them to evaluate.
• Buttons: up to 3 quick replies, or 2 URLs + 1 phone. Button CTAs convert better than links in the text.
• Close MARKETING messages with an opt-out (“Reply STOP to opt out”): it protects the number’s quality rating.
• The quality rating is the number’s lifeline: if it drops (too many blocks/reports), Meta lowers your sending limits. Send only to those who consented, segment with tags, don’t spam.
• If a template is rejected, you can edit and resubmit it (in SendApp just duplicate and fix it) or appeal from Business Manager.