# What is a WhatsApp template message?

> A WhatsApp template message is a pre-approved, reusable message format that businesses must use to initiate a conversation or message a user outside the 24-hour service window. Templates are submitted to Meta for review, categorized as Utility, Authentication, or Marketing, and can include variables, buttons, and media — they are how you proactively reach customers on WhatsApp in a permission-based way.

- Canonical URL: https://www.broadnet.me/answers/whatsapp-template-message-guide
- Language: en
- Last reviewed: 2026-09-26
- Publisher: BroadNet (https://www.broadnet.me)

## Why templates exist

WhatsApp is permission-based: outside the 24-hour window opened by a customer's message, you can only reach them with a template Meta has approved. This protects users from spam and keeps business messaging useful. See /answers/whatsapp-24-hour-window.

## The three categories

Utility (transactional updates like orders and appointments), Authentication (one-time passcodes), and Marketing (promotions and offers). Category affects approval rules and the per-message price, so pick the right one. See /answers/what-is-conversation-pricing-whatsapp.

## Getting a template approved

Submit through your BSP with clear, policy-compliant content and correctly declared variables. Vague, promotional-in-disguise, or policy-violating templates get rejected. See /answers/what-is-whatsapp-bsp and /answers/what-is-whatsapp-business-api.

## Design for reuse

Use variables for names, codes, and order numbers so one approved template serves many messages, and add quick-reply or call-to-action buttons to drive the next step. See /answers/whatsapp-for-customer-support.

## Related

- [All answers](https://www.broadnet.me/answers)
- [Glossary](https://www.broadnet.me/answers)
- [What are the WhatsApp message categories?](https://www.broadnet.me/answers/whatsapp-message-categories)
- [What are the WhatsApp opt-in rules?](https://www.broadnet.me/answers/whatsapp-opt-in-rules)
- [What are WhatsApp Flows?](https://www.broadnet.me/answers/what-is-whatsapp-flows)
- [The WhatsApp 24-hour window explained](https://www.broadnet.me/answers/whatsapp-24-hour-window)
- [What is conversation pricing for WhatsApp?](https://www.broadnet.me/answers/what-is-conversation-pricing-whatsapp)
- [What is a WhatsApp BSP?](https://www.broadnet.me/answers/what-is-whatsapp-bsp)
- [How do you use WhatsApp for customer support?](https://www.broadnet.me/answers/whatsapp-for-customer-support)
- [WhatsApp Business API](https://www.broadnet.me/products/whatsapp-business-api)