Creating a WhatsApp message template

If you've read our guide on WhatsApp messaging rules, you'll know that templates are the only way to message a customer outside the 24-hour conversation window, or to reach someone for the very first time. This article walks through exactly how to build one.

Templates aren't created inside your Dromlik phone system itself — they're built and submitted through Meta's WhatsApp Manager, then made available for your system to send once approved. Think of it as two separate steps: design the message in Meta's tools, then use it through your PBX.

Before you start

You'll need:

• Admin access to your Meta Business Suite / WhatsApp Manager
• A clear idea of what the message is for, and who it's going to

That second point matters more than it sounds. A template intended for someone who just filled out a contact form reads very differently from one aimed at a customer mid-support-conversation. Deciding the purpose up front makes every field below much faster to fill in.

Steps

1. 1

   Choose a template type

   When you click Create Template, Meta asks you to pick from four types:

   Type	What it's for
   Default	Standard messages with a header, body, footer, and buttons. Covers the vast majority of use cases.
   Catalog	Messages that link directly to a product catalog for browsing and purchasing.
   Flows	Native in-chat forms — for capturing interest, appointment requests, or running a survey without the customer leaving WhatsApp. More powerful, but requires building a separate Flow first.
   Calling permissions request	Asks a customer's consent before calling them via WhatsApp's calling feature. Unrelated to standard messaging.

   For most business messages — reminders, follow-ups, promotions, notifications — Default is the right choice.

2. 2

   Name the template and set the language

   Give your template a clear, descriptive name using only lowercase letters, numbers, and underscores — no spaces or capital letters. The name should reflect the message's purpose, so it stays identifiable later once you have several templates in use.

   Then select the language the message will be written in. If you plan to send this template to audiences in multiple languages, you'll create a separate version of the template for each — they're managed independently, even though they share a name.

3. 3

   Choose your variable type

   Meta will ask whether your template uses Number or Named variables. Number variables — written as {{1}}, {{2}}, and so on — are the standard and most widely supported option, and are the safe default unless you have a specific reason to use named variables instead.

4. 4

   Build the content

   This is where the message itself takes shape. A Default template has four parts, and only the body is required.

   Header (optional). A short line that appears above the body, in bold. Can be plain text, or an image, video, or document. A text header is faster to set up and requires no additional assets — a good starting point for a first template.

   Body (required). The main text of your message. This is where personalization variables go — for instance, a recipient's name or a reference number, inserted as {{1}}, {{2}}, and so on.

   When you add a variable, Meta will ask for a sample value — a realistic placeholder — so reviewers can see the message in context during approval. This doesn't affect what's actually sent later.

   Footer (optional). A short line of secondary text in gray, often used for a disclaimer or a soft call to action. If the goal of the template is to eventually move the conversation into a free-form exchange, a footer that invites a reply is worth considering: any reply from the recipient opens the 24-hour window and lifts template-only restrictions for follow-up messages.

   Buttons (optional). You can add up to 10 buttons; beyond three, they'll display as a list rather than inline. Button types include quick replies (for short, predefined responses) and calls to action such as visiting a website or calling a phone number.

5. 5

   Set the message validity period

   By default, WhatsApp applies a standard 12-hour validity window — if the message can't be delivered within that time, it expires and you aren't charged. Leave this as-is unless you're sending something genuinely time-sensitive, like a same-day offer.

6. 6

   Review the preview, then submit

   Meta shows a live preview of the message as you build it. Check it carefully — this is exactly how the recipient will see it. Once it looks right, submit the template for review.

What happens after submission

Review typically takes anywhere from a few minutes to a few hours, though Meta allows for up to 24 hours in some cases. A few factors can affect timing:

• Category — Marketing templates can receive closer scrutiny than Utility or Authentication templates
• Account history — newer WhatsApp Business Accounts, or ones that haven't sent much volume yet, may see slightly longer review times
• Content — links, buttons, and wording that could read as unclear or spammy may trigger a manual review

You'll be notified of the outcome — Approved, Rejected, or occasionally a request for more information — both inside WhatsApp Manager and by email to your Business Manager admins.

A note on choosing a category

Meta requires every template to be filed under Utility, Marketing, or Authentication. This isn't just a label — it determines approval speed, cost, and which frequency limits apply once the template is live.

As a rule of thumb:

• Utility — transactional messages tied to an existing relationship or action (order updates, appointment reminders, account notices)
• Marketing — proactive, promotional outreach, including invitations sent to leads who haven't messaged you yet
• Authentication — one-time passcodes and identity verification only

If you're unsure which applies, consider who is receiving the message and why. A message sent to someone who just filled out a contact form or interacted with an ad will almost always be treated as Marketing, even if it doesn't feel like a "promotion" in the traditional sense.

Summary

Once approved, your template is ready to use — your Dromlik phone system references it by name and fills in the variables at send time. From here, the same template can be reused indefinitely, across as many contacts as needed, until it's edited, archived, or retired.