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Message types and templates
WhatsApp supports rich, interactive content. What you can send depends on whether the customer's 24-hour window is open: inside it you can send free-form messages; outside it you must use an approved template.
WhatsApp supports rich, interactive content. What you can send depends on whether the customer's 24-hour window is open: inside it you can send free-form messages; outside it you must use an approved template.
Free-form text supports up to 4,096 characters. Common media limits are 5 MB for images, 16 MB for video or audio, and 100 MB for documents. Use up to three reply buttons or a list menu with up to ten items.
Free-formText, media, documents, location, contacts, stickers.
InteractiveReply buttons, lists, product messages, location requests, Flows.
TemplatesPre-approved messages with variables, media headers and buttons.
CategoriesMarketing, Utility and Authentication.
Message types
| Type | Examples | Needs open window? |
|---|---|---|
| Text | Plain text with formatting and links | Yes |
| Media | Image, video, audio, document, sticker | Yes |
| Location & contacts | Share an address or a contact card | Yes |
| Interactive buttons | Up to three quick-reply buttons | Yes |
| Interactive list | A menu of options in sections | Yes |
| Product / catalogue | Single or multi-product messages | Yes |
| Flow | Forms and multi-screen journeys | Yes (or send as a template) |
| Template | Any pre-approved message | No — can start a conversation |
Template categories
| Category | Purpose | Examples |
|---|---|---|
| Utility | Updates about an existing transaction or request the customer made. | Order confirmed, appointment reminder, delivery update, account alert. |
| Authentication | One-time passcodes for login, verification and recovery. | "Your code is 123456" with copy-code or one-tap button. |
| Marketing | Anything promotional, or anything that is not utility or authentication. | Offers, launches, re-engagement, newsletters, back-in-stock. |
ImportantMeta reviews every template and may re-categorise it (for example, a reminder that includes an offer becomes Marketing). The category affects price, so keep utility templates strictly transactional.
Template building blocks
- Header — text, image, video or document
- Body — the message, with numbered placeholders such as
1 - Footer — short supporting text
- Buttons — quick replies, call-to-action URL or phone, copy code, Flow buttons
- Carousel — scrollable cards with media and buttons
Approval process
- Draft — Phonovation can help write the copy, variables and buttons in the right category.
- Approve internally — your content owner signs off wording, brand and legal.
- Submit — the template goes to Meta for review; most decisions arrive within hours.
- Fix and resubmit if rejected — common reasons are vague variables, wrong category or policy issues.
Phonovation tipGive every variable a realistic sample value and avoid starting or ending the body with a placeholder — it is one of the most common rejection reasons.