How to create a WhatsApp Template

You can also refer to this video guide link: 

Types of WhatsApp Business Templates

1.Marketing Templates

Used to send promotional offers, informational updates, or calls to action. Any template that doesn’t qualify as Utility or Authentication is considered a Marketing template.

2. Authentication Templates

Designed to verify user identity through one-time passcodes (OTPs). These are commonly used during login, account recovery, or other verification steps in the user journey.

3. Utility Templates

Used to facilitate specific, agreed-upon requests or transactions, or to provide updates about ongoing transactions. Examples include post-purchase notifications, order updates, and recurring billing statements..

Steps to create template

Step 1:  To create a template, simply go to the MSG91 dashboard, click on WhatsApp, then navigate to the Templates section, and select the Create Template option.

Step 2: A popup will appear on the screen.

• In the Name section, you can give the name to your template.

• In the Category section, you can select the category of your template as Utility, Authentication , Marketing .

• In the Language section, you can select your preferred language.

Step 3 : Types of Marketing Templates

1. Custom Templates
   Fully customizable messages with text, media (images, videos, documents), and interactive buttons (Quick Reply or Call-to-Action). Best for personalized campaigns or announcements.

2. Product Templates
   Highlight a single product from your WhatsApp Catalog with image, name, price, and CTA. Ideal for promoting individual items or limited-time offer.

   Note: Product Templates must be created on Meta’s WhatsApp Manager. Once approved, they will be available for use and integration within MSG91.

3. Carousel Templates
   Showcase up to 10 products (images, videos, documents) in a scrollable format. Each card includes product details and a CTA, perfect for displaying collections or bundles.

Step 4: After filling in the initial details, proceed to add the template content including the header, body, footer, and buttons as required.
Make sure to include variable placeholders where needed.

Select your require header

If you select the header as a media then select media type image, video or document.

A WhatsApp message comprises different parts like a header, body, footer, and button, adding them to your message is optional, A body can have a maximum of 1024 characters, a footer can have a maximum of 60 characters, and each button can have a maximum of 20 characters.

Header: The header can be of the media type and can send over files like videos, images, and documents.

File Type of Document: PDF, DOC(X), PPT(X), and XLS(X) [Document file sizes can be up to 100MB.]

File Type of Image: JPG, JPEG, and PNG [Image sizes can be up to 5MB.]

File Type of Video: MP4 and 3GPP [Video sizes can be up to 16MB.]

Image Click Feature in WhatsApp Business Marketing Templates

• Meta has introduced a new feature allowing the image in a WhatsApp Business marketing template to act as a clickable link.

• This feature links the image to the first button in the template.
  
  Example: If a user clicks on the image in the WhatsApp Business marketing template, they will be redirected to the link provided in the first button.
  

Body:  You can add your message content.
Note : Body content cannot start or end with a variable. If you add the variables in start or end of the content, your template will likely be rejected with error “Invalid Format”

Footer: You Add a short line of text to the bottom of your message template.

Button: Create buttons that let customers respond to your message or take action such as a call to action, Quick reply, or Marketing opt-out.

Step 5: Adding Buttons to Your Template

To add buttons to your WhatsApp template:

Click on "Add Button" to include the required type of button in your message.

You can choose from the following button types:

A. Quick Reply (Custom Button)

• Allows users to respond with a predefined quick reply.

• Supports up to 3 buttons.

B. Call-to-Action (CTA) Buttons

These buttons prompt users to take a specific action. The available options include:

1. Call Phone Number

   • Allows users to tap and make a phone call.

   • Maximum: 1 button

2. Copy Offer Code

   • Allows users to quickly copy a promotional or discount code.

   • Maximum: 1 button

3. Visit Website

   • Redirects users to a specified URL.

   • Maximum: 2 buttons
     
     

   Step 6: Add sample values for your variables using the "Add Sample" button to preview the template on the right side, and once you're satisfied with the setup, click "Save" to submit it for approval.
   

   Authentication Template

• Utility Template

Understanding Template Status Colors in MSG91

Easily track the approval status of your WhatsApp templates using the color indicators .

• Green: The template has been approved and is ready to use.

• Red: The template has been rejected and cannot be used.

• Brown: The template is under review and currently in process.

You can get the API cURL for the template by clicking on the "code " option available in the template section.

Below is the most common Frequently asked questions

1. Why was my WhatsApp template rejected as a scam?

Templates are often rejected if Meta detects suspicious or unverified activity.

2. What happens if my business is unverified?

If Meta can’t confirm your business identity, your template might be flagged or rejected.

Fix: Complete your Business Verification process in Meta Business Manager.

3. Can overly promotional or pushy language cause rejection?

Yes. Words or phrases like “Grab now,” “Win big,” “Limited time offer” can trigger spam or scam detection.

Fix: Use professional, clear, and non-aggressive language.

4. Are shortened or suspicious links a problem?

Yes. Links like bit.ly or unknown domains can look unsafe to Meta’s review systems.

Fix: Always use branded, trustworthy, and direct URLs.

5. Why should I mention my brand name in the template?

Templates without brand identity may appear misleading or impersonating others.

Fix: Always include your business name in the message.

6. What kind of promises or claims lead to rejection?

Unrealistic guarantees, financial schemes, or “too good to be true” offers (e.g., “Earn ₹10,000 daily!”) can get flagged.

Fix: Keep your content honest and realistic.

7. How does the template category affect approval?

Choosing the wrong category (like “Utility” instead of “Marketing”) can cause rejection.

Fix: Always select the correct template category based on message intent.