WhatsApp templates: what gets approved and why
A short guide to template categories, variables and the review mistakes that slow teams down.
WhatsApp requires an approved template to start a conversation outside the 24-hour window. Templates are reviewed for category, clarity and how variables are used.
Utility templates, like order updates and appointment reminders, are approved fastest when the variables are specific and the message has a clear purpose.
Marketing templates need an obvious opt-out and should not pretend to be transactional. Keep variables to what you actually personalise.
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