3 min readUpdated Oct 5, 2026whatsapp, templates, messaging
WhatsApp Message Templates Explained
Why WhatsApp requires approved templates to start conversations or message outside the 24-hour window — categories, variables, approval and quality, explained for LeadPattern users.
A message template is a pre-written message that Meta reviews and approves before you can send it. Templates are how you start a conversation with a customer, or re-open one after the 24-hour window has closed. Any message that isn't a reply inside an open window has to be a template.
When you need a template
- Reaching out to a customer who hasn't messaged you (or messaged more than 24 hours ago)
- Sending a broadcast
- Order updates, reminders and notifications sent proactively
Template categories
Meta classifies every template into a category, which affects how it's reviewed and priced:
- Marketing — promotions, offers, announcements and re-engagement.
- Utility — updates about an existing order, account or request.
- Authentication — one-time passcodes and verification messages.
Variables and personalisation
Templates can contain variables — placeholders that you fill in at send time, like a customer's name or an order number. This lets one approved template serve thousands of personalised messages.
Approval and quality
After you submit a template, Meta reviews it — usually quickly, but it can take longer. Once approved, a template can still be paused or disabled if recipients react badly to it, which ties directly into your quality rating.
Creating templates in LeadPattern
You create, submit and manage templates from the Templates area of the app. For the step-by-step workflow, see the Templates section.
What's next
Was this article helpful?
Your feedback helps us continuously improve our documentation.
Need more help with this topic?Ask LeadPattern Support
Related Articles
WhatsApp Business Platform
The 24-Hour Conversation Window
How WhatsApp's 24-hour customer service window works — when you can send free-form replies, when you need an approved template, and how LeadPattern shows the window.
Read article
WhatsApp Business Platform
WhatsApp Business Platform Overview
Understand the WhatsApp Business Platform behind LeadPattern — the WhatsApp Business Account, approved templates, the 24-hour window, messaging limits and quality rating.
Read article
WhatsApp Business Platform
WhatsApp Messaging Limits
How WhatsApp messaging limits work — the tiers that cap how many unique customers you can message per day, and how business verification and quality raise them.
Read article
WhatsApp Business Platform
WhatsApp Quality Rating
What the green, yellow and red quality rating means for your WhatsApp number, how customer feedback drives it, and how to protect it inside LeadPattern.
Read article