WhatsApp Message Templates
Use the Templates page in ChatMaven to sync, filter, and manage your WhatsApp message templates. Templates are pre-approved messages you can use to start or continue conversations with customers when the 24-hour customer service window has closed.
Complete the WhatsApp Integration setup and connect your WhatsApp API integration before managing templates.
Where to find Templates
- In ChatMaven, go to Agents and select your agent (e.g. Bradd Agent).
- In the left sidebar under SPOTLIGHT, click WhatsApp.
- At the top, open the Templates tab.
You’ll see the main Templates area with the subtitle: "Sync, filter and manage your approved templates."
What are message templates?
WhatsApp message templates are pre-defined messages that must be approved by Meta before you can use them. They are required when you want to:
- Start a business-initiated conversation (e.g. after the 24-hour window has ended)
- Send notifications, order updates, or marketing messages to customers who haven’t messaged you recently
Templates are not free — they are charged based on conversation and template category. They must follow WhatsApp’s Business and Commerce policies.
Template categories
WhatsApp uses three main categories for business-initiated conversations:
| Category | Use case |
|---|---|
| Utility | Transaction-related messages, post-purchase notifications, recurring billing, shipping updates. |
| Authentication | One-time passwords (OTP), login or account recovery codes. |
| Marketing | Promotional content, offers, and marketing to opted-in customers. |
Choosing the correct category when you submit a template is important; miscategorization can lead to rejection. Meta may also automatically recategorize templates based on their template guidelines.
The Templates table
On the Templates tab you can:
- Sync Templates — Refresh the list from Meta to get the latest statuses and quality ratings.
- + Create Template — Start creating a new template in ChatMaven (submitted to Meta for approval).
- Create or edit in Meta — Open Meta’s interface to create or edit templates there.
Search and filters
- Use Search template... to find a template by name.
- Use All Statuses and All Categories to filter the list, then click Apply Filters.
Table columns
| Column | Description |
|---|---|
| Name | Template identifier (e.g. order_confirmation_march11, shipping_update_11march). |
| Status | Current approval status: Approved, Rejected, Pending, In Review, Disabled, Paused, Flagged, etc. |
| Category | Utility, Authentication, or Marketing. |
| Quality | Quality rating from Meta (e.g. N/A until rated). |
| Language | Template language (e.g. English). |
| Actions | Edit (pencil) and Delete (trash) for each template. |
Only approved templates can be used to send messages. Rejected or pending templates must be updated and resubmitted before use.
Creating a template
For a fuller Walkthrough (field meanings, building blocks, and submission tips), see Creating message templates.
- On the Templates tab, click + Create Template (or Create or edit in Meta if you prefer Meta’s UI). The Create Message Template dialog opens.
- Template Library tab — Either click Create from Scratch (blank builder) or, under Pre-defined Templates, click Use Template on a card to pre-fill sample text and placeholders (e.g.
{{name}},{{order_id}}). Then complete and adjust the template in the builder. - Create Template tab — Set Template name (lowercase, numbers, underscores only), Category, and Language. Add Header, Body (required), Footer, and Buttons as needed; use + Add variable to insert placeholders. Check the live preview on the right.
- Add sample values for placeholders when the form requests them so reviewers see realistic examples.
- Click Create Template to submit to Meta for approval.
Approval usually takes up to 24 hours. After submitting, use Sync Templates on the same tab to refresh status (for example Pending → Approved or Rejected). See Pull the latest status with Sync Templates for when to sync, step-by-step instructions, and how to read statuses.
- Name: Lowercase alphanumeric characters and underscores only.
- Body: Max 1,024 characters; no tabs or more than 4 consecutive spaces. Follow any rules shown under the body (for example variables not at the start or end of the message).
- Placeholders: Use double curly braces. + Add variable inserts names such as
{{name}}and{{order_id}}; match what the editor offers for your template.
For full content and formatting rules, see Meta’s message template guidelines.
Syncing templates
Use Sync Templates on the Templates tab to refresh names, statuses, quality, and rejection details from Meta. A full Walkthrough—when to sync, what changes after a sync, and how to read common statuses—is in Creating WhatsApp message templates — Pull the latest status with Sync Templates.
Template statuses
| Status | Meaning |
|---|---|
| Approved | Template can be sent to contacts. |
| Rejected | Template was rejected; check the rejection reason and edit before resubmitting. |
| Pending / In Review / Processing | Template is with Meta for review (typically up to 24 hours). |
| Disabled | Template disabled due to negative feedback. |
| Paused | Template paused due to feedback; may be resumed when allowed. |
| Flagged | Low quality rating; may return to Approved if quality improves. |
Editing a template
On Agents → your agent → WhatsApp → Templates, use Edit (pencil) in Actions, change allowed fields, then Submit so Meta can review the update. For the full flow—what is locked on approved templates, which statuses can be edited, how often Meta allows changes, and what to do after approval—see Editing a template in the creation guide.
Deleting a template
- On the Templates tab, find the template and click the Delete (trash) icon in Actions.
- Confirm deletion.
You cannot delete Meta-provided sample templates. Deleted template names may be reserved by Meta for about 30 days, so you cannot reuse the same name immediately for a new template.
Why was my template rejected?
Common reasons Meta rejects templates:
- Wrong category — The content doesn’t match the chosen category (e.g. marketing text in a Utility template).
- Content policy — Language or content that violates WhatsApp’s policies or Commerce Policy.
- Formatting — Invalid placeholders, character limits, or formatting (tabs, extra spaces).
- Technical errors — Malformed or non-compliant structure.
What to do: Check the rejection reason shown in ChatMaven (after syncing) or in Meta Business Manager. Edit the template to fix the issue, then resubmit. If you believe the category was correct, you can request a review in Meta Business Support.
Recommended next steps
- Getting Ready for Inbound Conversations — Conversation windows and when to use templates
- Getting Ready for Promotional Messaging — Using templates for marketing and broadcasts
- Meta WhatsApp message template guidelines — Official rules and best practices
Need help?
FAQ and troubleshooting
I cannot find my template in ChatMaven.
Sync or refresh templates from WhatsApp Manager after approval. Confirm you are in the workspace linked to the correct WABA and phone number.
Template sends fail outside the 24-hour window.
Use an approved utility or marketing template for outbound messages when the session is closed. Session messages only work inside the customer care window per Meta rules.
Language or locale mismatches.
Create locale-specific templates in Meta and select the matching language code when sending from ChatMaven.