Guide
Message templates are pre-approved messages you can send outside the 24-hour window, for things like order updates and promotions. Here is how to create ones that get approved.
Classify the template as Authentication, Utility, or Marketing. The category affects approval rules and conversation pricing, so match it to the message's real purpose.
Keep the copy specific and non-spammy. Avoid prohibited content, excessive promotion in Utility templates, and anything misleading that could trigger a rejection.
Use placeholders like {{1}} for personalization such as names and order numbers, and add quick-reply or call-to-action buttons where useful.
Fill in example values for every variable so Meta's reviewers can see how the final message reads. Missing samples are a common rejection reason.
Submit for review and monitor the status in your provider's dashboard. Approval is often fast, but rejected templates show a reason you can fix and resubmit.
Common reasons include the wrong category, missing variable samples, promotional content in a Utility template, formatting errors, or policy-violating wording. Fix the flagged issue and resubmit.
Accounts can hold a large number of templates, but Meta applies limits and quality checks. Keep your library clean and remove unused or low-quality templates.
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