Message templates are reviewed daily by a Meta team. We're committed to responding to template submissions within 48 hours, excluding weekends and holidays.

1. Message Template Name: Element name or the name given to the message template is the first point of the review to WhatsApp.

WhatsApp uses a combination of automation and manual review to approve any message template hence it’s imperative to consider that someone outside the business would be conducting the review. Make your message template name clear. Instead of using a name like "template_014," use " bus_ticket_details ".

2. As someone outside of your business will be reviewing your message templates providing more clarity gives reviewers context around how the message template will be used. Add a sample when submitting a template, wherever possible.
3. All appeals for rejected message templates require a sample. You can appeal a rejected message template through Direct Support.
4. When a business wants to have the same template content in various languages, create the template under one template name and include all the various languages in a single submission.
5. If you need a message template to reopen the 24-hour window, we suggest starting with some mention of the previous conversation thread. Example: I was able to do some follow-ups based on our previous conversation, and I’ve found the answer to your question about our refund policy. If you’d like to continue our conversation, please say ‘Yes’.
6. Delete templates you don’t plan to use. There’s a limit of 250 templates per WABA. To request an increase in the template limit, you may raise a Direct Support ticket but you will need to provide a strong business justification.
7. Parameter values can’t have newline characters. To display multiple options like a list and if the number of options varies by customer (e.g. travel quotes, items in an order), create as many templates as there are options. Or create one template with a Quick Reply button “Show More”.
8. Create templates 1:1 in nature for a personalized experience.
9. Avoid acronyms

For More Details on Template Guidelines- Visit

Per-User Marketing Template Message Limits

WhatsApp limits the number of marketing template messages a user can receive from a business over a specific period.

Key Points

• WhatsApp allows businesses to send up to two marketing messages within a 24-hour window without a customer response.
• If a customer responds within the conversation, one additional marketing message can be sent.
• This limit only applies to marketing messages that open a new marketing conversation window.
• Businesses can send unlimited free-form messages once a conversation is open.
• If the message limit is exceeded, the Cloud API returns error code 131049 with the description: "This message was not delivered to maintain a healthy ecosystem."
• Avoid immediately resending the message if the error occurs. Retry sending after longer intervals.

For more information, refer to the documentation here.