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Every business-initiated WhatsApp message starts from a template that Meta has reviewed and approved. Templates contain fixed text plus variables you fill at send time — like the contact’s name or their checkout link.

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Template categories

Meta sorts templates into three categories, which affect pricing and review:

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Create and submit a template

1

Draft it

Go to Settings → WhatsApp → Message Templates and click Create template. Write the body, marking variables where personal content goes — for example the contact’s first name, a coupon code, or your shop URL.
2

Submit for review

Retainful submits the template to Meta. Status shows as Pending while Meta reviews — typically minutes to a day.
3

Use it once approved

Approved templates appear in the Send WhatsApp Message step in your automations. Rejected templates show Meta’s reason; edit and resubmit.

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Getting approved on the first try

  • Match the category to the content — marketing copy in a “utility” template is the most common rejection.
  • Write complete sentences around variables; a template that’s mostly placeholders gets rejected.
  • Include your business name so recipients know who’s writing.
  • Avoid prohibited content (per Meta’s commerce policy) and excessive caps or punctuation.

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Templates in cart recovery

The highest-value pattern: a recovery template with the checkout link (optionally with a coupon applied) as a variable. Combined with a Coupon step, each customer gets a personal code and a one-tap path back to checkout.