Glossary
Pre-approved WhatsApp message formats businesses use to start conversations outside the 24-hour window.
Message templates are standardized message formats that Meta reviews and approves before a business can send them. They are required whenever a business initiates contact or replies outside the 24-hour customer service window.
A template has a category (marketing, utility, or authentication), a language, and a structure that can include a header, body with variable placeholders, footer, and buttons. Variables let one approved template be personalized with names, order numbers, dates, and other dynamic data.
Because templates are the only way to proactively reach customers, managing them — getting them approved, keeping them compliant, and choosing the right category — is central to any WhatsApp messaging program.
Templates are the gateway to all proactive WhatsApp messaging; their category and quality directly affect cost and deliverability.
Defuser AI lets you build, submit, and manage message templates from a dashboard, with categories mapped to Meta's rules on your WhatsApp Business API account.
Pre-approved WhatsApp message formats businesses use to start conversations outside the 24-hour window.
Templates are the gateway to all proactive WhatsApp messaging; their category and quality directly affect cost and deliverability.
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