What it is
A WhatsApp message template is a pre-written, reusable message format. On the WhatsApp Business Platform, a template is generally required to message a customer outside the 24-hour customer service window, or when a template is otherwise required by Meta. A template can include text, variables (placeholders for details like a name or a date), and optional buttons.
How it works
A business drafts a template and submits it to Meta for review. Meta decides the outcome - approval, rejection, pause, or re-categorization - and assigns the template a category. Once approved, the template can be used to send messages in the category Meta assigned.
Categories are commonly utility, marketing, or authentication. Meta determines the category during review based on the content and the intended use, and can re-categorize a template later.
What depends on Meta
- Review outcome - whether a template is approved, rejected, paused, or re-categorized.
- Category - utility, marketing, or authentication, decided by Meta.
- Timing - how long the review takes.
- Policy requirements - the WhatsApp Business policies that templates must meet.
How GoUltra relates
GoUltra runs on WhatsApp Cloud API from Meta. Where configured, GoUltra helps teams prepare, organize, and submit templates and view available status information from Meta. GoUltra does not perform Meta's review, does not predict outcomes, and does not accelerate Meta's process.