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Creating and Submitting WhatsApp Templates

Overview and Purpose​

WhatsApp Message Templates are the foundation of proactive, outbound customer engagement. Whenever your business initiates outreach to customers or sends broadcast communications outside the standard 24-hour service window, Meta requires pre-approved templates.

Wabixo features a powerful Template Builder that simplifies the entire creation and approval lifecycle. You can draft rich multimedia messages, insert dynamic personalization variables, configure interactive buttons, design multi-card carousels, test copy with an interactive live mobile preview, and submit directly to the Meta Cloud API for review.

Accessing the Template Builder​

  1. From the main workspace navigation sidebar, select Marketing.
  2. Click on the Template Messages tab (/dashboard/marketing/templates).
  3. Click the + Create Template button in the upper-right corner.

[!NOTE] Access to create, edit, duplicate, or delete templates requires the internal permission CanManageTemplates. Team members without this permission can browse approved templates in read-only mode for campaign selection.

Step 1: Configuring Basic Details​

The first step establishes the identity, category, and linguistic classification of your template:

FieldConfiguration RulesBest Practice & Examples
Template NameLowercase alphanumeric characters and underscores only (/^[a-z0-9_]+$/). Maximum 512 characters. No spaces or dashes.summer_promotion_2026, appointment_reminder_v2, order_delivery_update
CategoryChoose between MARKETING, UTILITY, or AUTHENTICATION.Match your intent strictly: promotional announcements must use Marketing; transactional order alerts must use Utility; OTP codes must use Authentication.
LanguageSelect the primary language code of your message copy from the searchable list.Select the exact language code matching your copy (e.g. English (US), English (IND), Hindi, Arabic). Mixing languages under the wrong code leads to instant rejection.

Step 2: Designing Message Content​

The second step builds the visual and textual structure of your message, including multimedia headers, body copy, dynamic variables, and legal footers.

1. Header Configuration (Optional)​

Headers appear at the very top of your WhatsApp message:

  • None: Message begins directly with the body text.
  • Text Header: Up to 60 characters. Can include a single dynamic variable (e.g. Order Update: #{{1}}).
  • Image Header: JPG or PNG format, maximum file size 5 MB. Ideal for promotional banners and product showcases.
  • Video Header: MP4 format, maximum file size 20 MB. Recommended for product demos or greetings.
  • Document (PDF) Header: PDF format, maximum file size 20 MB. Ideal for digital brochures, invoices, price lists, or menus.

[!TIP] When selecting an image, video, or document header, you can upload a sample file or provide a public URL. Meta reviewers examine this sample during the approval process to ensure content compliance.

2. Body Text (Required)​

The body contains your primary message copy:

  • Character Limit: Up to 1,024 characters.
  • Text Formatting: Format copy using standard WhatsApp markdown:
    • *bold text* for emphasis
    • _italic text_ for secondary notes
    • ~strikethrough~ for promotional pricing (e.g. ~₹1,200~ ₹899)
    • ```monospace``` for coupon codes
  • Emoji Picker: Insert brand-appropriate emojis directly into your message text.
  • Dynamic Variables (+ Add Variable): Insert sequential placeholders {{1}}, {{2}}, etc. These placeholders are replaced with personalized customer data when broadcasting.

3. Dynamic Variable Sample Values​

Whenever you add variables ({{1}}, {{2}}) to your body text or header, the Template Builder automatically requires Sample Values:

  • Meta requires realistic sample values for every variable so its review algorithms understand your context.
  • Example: 
    Hello {{1}}, your appointment for {{2}} at our {{3}} branch is confirmed for {{4}}.
    Sample values: {{1}} = Priya, {{2}} = Hair Spa, {{3}} = Bandra West, {{4}} = Friday at 4:00 PM.

4. Footer Text (Optional)​

Footers appear below the body text in a smaller, muted gray font:

  • Maximum length: 60 characters.
  • Variables are not allowed in footers.
  • Use footers for legal disclaimers, brand taglines, or simple opt-out reminders (e.g. "Reply STOP to unsubscribe").

Step 3: Interactive Buttons​

Interactive buttons appear at the bottom of the WhatsApp message, allowing recipients to take action with a single tap.

[!IMPORTANT] Button Limits: A single template supports a maximum of 3 buttons total. You can configure up to 3 Quick Reply buttons OR up to 2 Call-to-Action (CTA) buttons. Quick replies and CTA buttons cannot be mixed in the same template.

1. Quick Reply Buttons (Up to 3 Buttons)​

Quick replies send pre-defined responses back into the conversation thread when tapped:

  • Custom Quick Reply: Enter button label text up to 25 characters (e.g. "Confirm Booking", "Talk to Agent", "View Services").
  • Marketing Opt-Out Button: A specialized quick reply button labeled "Stop promotions" that complies with Meta's marketing recommendations and automatically updates your Unsubscribe Directory.

2. Call-to-Action (CTA) Buttons (Up to 2 Buttons)​

CTA buttons trigger external actions on the customer's device:

  • Call Phone Number:
    • Enter button label (e.g. "Call Support").
    • Enter country code and phone number. Tapping immediately launches the phone dialer.
  • Visit Website:
    • Enter button label (e.g. "Track Order" or "View Offer").
    • Static URL: Directs all recipients to the same link (e.g. https://example.com/offers).
    • Dynamic URL: Appends a variable parameter to create personalized links (e.g. https://example.com/order/{{1}}).
  • Copy Offer Code:
    • Displays a promotional voucher button (COPY_CODE) that copies the discount code directly to the customer's clipboard with one tap.

For advanced product showcases and interactive service catalogs, Wabixo supports Carousel Templates:

  • Card Count: Supports 2 to 10 swipeable cards in a single message.
  • Media Header per Card: Each card includes an individual image or video header.
  • Body Text per Card: Up to 160 characters of descriptive text per card, with support for variables.
  • Card Buttons: Up to 2 buttons per card (Quick Reply, Visit Website, or Call Phone).
  • Visual Impact: Displays as an interactive, horizontally scrollable carousel on the recipient's WhatsApp screen.

Real-Time Interactive Mobile Simulator​

The right-hand panel of the Template Builder features a synchronized, real-time Mobile Device Simulator:

  1. Live Visual Rendering: As you type body text, upload media, or add buttons, the simulator updates instantaneously.
  2. Device Frame Toggle: Switch between iOS (iPhone) and Android mockup frames to verify typography and button wrapping across platforms.
  3. Sample Substitution: Variables are populated with your provided sample values, showing the exact rendered appearance.

Submitting to Meta and Status Tracking​

Once you review your template in the simulator, click Submit to Meta. Wabixo validates the schema and submits it directly to Meta Cloud API.

Approval Statuses​

StatusBadge ColorDescription & Next Steps
APPROVEDEmerald / GreenApproved by Meta. Immediately available for broadcast campaigns and automated triggers.
PENDINGAmber / YellowUndergoing review by Meta (typically takes 1 to 5 minutes, up to 24 hours).
REJECTEDRose / RedRejected by Meta. Open the template details to view the specific rejection reason.
PAUSEDOrange / AlertTemporarily paused by Meta due to negative customer feedback (blocks/reports).
DISABLEDSlate / GrayPermanently disabled by Meta due to persistent quality violations. Must be archived.

Managing Your Template Catalog​

From the Template Messages dashboard (/dashboard/marketing/templates):

  • Duplicate: Clone all components of an approved template into a new draft to quickly create promotional variants.
  • Edit: Edit existing templates. Editing triggers a new review cycle with Meta while the original approved version remains active until the update is approved.
  • Change Category: Request a category reclassification (e.g. Utility to Marketing) if needed.
  • Delete: Safely archive and remove deprecated templates from your active catalog.

Frequently Asked Questions (FAQ)​

How many buttons can I add to a single template?​

You can add up to 3 buttons total: either up to 3 Quick Reply buttons OR up to 2 Call-to-Action (CTA) buttons. Meta does not allow mixing Quick Replies and CTAs within the same standard template.

What are the maximum file sizes for media headers?​

Image headers are capped at 5 MB (JPG/PNG). Video (MP4) and Document (PDF) headers are capped at 20 MB.

Can I include dynamic variables in a text header?​

Yes, a text header can contain a maximum of one dynamic variable ({{1}}). Footers do not permit variables.