What is a message template?
A message template is a WhatsApp message you write in advance and submit to Meta for approval. Once approved, you can send it to customers who have opted in, even when they have not written to you recently.
A template can have a header (text, image, video or document), a body with variables such as {{1}} for the customer's name, a footer, and buttons such as quick replies, a link or a phone number.
Each template belongs to one of three categories:
- Marketing: offers, new arrivals, re-engagement.
- Utility: updates about an order or account the customer already has.
- Authentication: one-time passcodes.
Why do templates matter for sellers in Bangladesh?
WhatsApp lets a business send free-form messages only inside the 24-hour window after the customer's last message. To confirm a COD order the next morning, send a delivery update, or announce an Eid sale, you need an approved template. Meta charges for templates by category and country and updates the rates, so check the current rates before a big send.
Example
A shop submits this utility template in Bangla:
আসসালামু আলাইকুম {{1}}, আপনার অর্ডার {{2}} কুরিয়ারে দেওয়া হয়েছে। ২-৩ দিনের মধ্যে পৌঁছাবে।
After approval it is sent to every customer whose parcel leaves the warehouse.
In SaleMag, approved templates appear in the inbox template picker and in WhatsApp broadcast campaigns.
Related terms
Marketing message, utility message, authentication message, opt-in.
Frequently asked questions
How long does template approval take?
Meta reviews most templates automatically and often decides quickly, but some take longer. Plan ahead for seasonal campaigns such as Eid.
Can I personalise a template?
Yes. Templates can contain variables, such as the customer's name or an order number, which are filled in when the message is sent.
Can I write templates in Bangla?
Yes. You choose the template's language when you submit it, and Bangla is supported.
Why was my template rejected or recategorised?
Common reasons are a promotional message submitted as utility, unclear variables, or content that breaks WhatsApp's policies. Meta can also change a template's category after review.
About the author
WhatsApp & F-commerce automation, Dhaka
The Dhaka team that builds SaleMag, the AI sales inbox for WhatsApp, Messenger and Instagram used by online sellers in Bangladesh.