> ## Documentation Index
> Fetch the complete documentation index at: https://help.retainful.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Message templates

> Create, submit, and manage the Meta-approved templates your WhatsApp messages are built from.

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.

## Template categories

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

| Category           | For                                                        | Example                   |
| ------------------ | ---------------------------------------------------------- | ------------------------- |
| **Marketing**      | Promotions and offers.                                     |                           |
| **Utility**        | Transactional updates tied to an action the customer took. |                           |
| **Authentication** | One-time passcodes.                                        | Rarely needed for stores. |

## Create and submit a template

<Steps>
  <Step title="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.
  </Step>

  <Step title="Submit for review">
    Retainful submits the template to Meta. Status shows as **Pending** while Meta reviews — typically minutes to a day.
  </Step>

  <Step title="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.
  </Step>
</Steps>

## 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.

## 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](/automations/coupons), each customer gets a personal code and a one-tap path back to checkout.