How to write WhatsApp marketing templates that Meta approves fast

WhatsApp template rejection is the #1 reason Indian marketing teams miss campaign deadlines. Here is the structure Meta approves consistently, with copy you can paste-and-adapt.

Step 1: Pick the right category

Marketing — promotional offers, product announcements, upsell. Utility — order updates, payment confirmations, reminders. Authentication — OTPs and verification. Mis-categorising as Marketing when content is Utility = approval delay or rejection.

Step 2: Personalise with at least one variable

Use {{1}} for the customer name, {{2}} for the order or offer detail. Templates without ANY personalisation are flagged as bulk-spam. At minimum: 'Hi {{1}}'.

Step 3: Avoid spammy phrasing

'Click here NOW', 'Limited time!!! ', 'ACT FAST' — all flagged. Replace with calmer phrasing: 'You can claim this until 8 PM today'. Indian customers respond to specific deadlines, not exclamation marks.

Step 4: Add a clear, single CTA

One action. 'Reply YES to confirm' or 'Tap below to view catalog'. Multiple CTAs split attention and reduce conversion.

Step 5: Include an opt-out option

Add 'Reply STOP to unsubscribe' at the end of every marketing template. Required by WhatsApp Commerce Policy. Templates without opt-out get higher block rates which damages quality.

Frequently asked questions