WhatsApp Template Message: Definition, Meaning & Guide for Indian Businesses

A WhatsApp template message is a pre-approved message format used to start a conversation with a customer outside the 24-hour service window. Templates need Meta approval before use.

What is WhatsApp Template Message?

On WhatsApp Business API you can only freely message a customer for 24 hours after they last messaged you. To start a new conversation outside that window — for example to send an order update, payment reminder, or appointment confirmation — you must use a Template Message. Templates are pre-written formats (with up to 10 variables for personalisation) that Meta reviews and approves. Approved categories: Marketing, Utility, Authentication. Spammy templates get rejected; clear value-add templates pass quickly. Each template adds latency to your rollout (24-48 hours typical approval), so pre-approve all your standard templates before launch.