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Message templates

A message template is a message you write in advance and submit to Meta for approval. You need an approved template to:

Templates can contain variables such as a name or an order number. You fill these in each time you send.

Templates live in Settings → Templates, in the Channels group.

When to use it

Create a template for any message you send to people who haven't just messaged you: order updates, appointment reminders, promotions, re-engagement. Inside an open 24-hour window you can reply freely, so you don't need a template there.

Settings, Templates page listing templates with their category, language and status badges such as Approved and Pending.Settings, Templates page listing templates with their category, language and status badges such as Approved and Pending.
Each template shows its status. Use New Template (1) to create one and Sync from Meta (2) to pull in templates approved elsewhere.

Who can manage templates Admin+

Everyone in the workspace can see templates and send approved ones. Only owners and admins can create, edit, resubmit and delete templates.

Create a template

  1. Go to Settings → Templates and click New Template.
  2. If your numbers are on different WhatsApp Business Accounts, choose the line in Available on. An approved template belongs to one line only. To use it on another line, submit it again there.
  3. Enter a Template Name: lowercase letters, digits and underscores only, for example order_confirmation.
  4. Choose a Category:
    • Marketing: promotions, offers, announcements and re-engagement.
    • Utility: updates about something the customer asked for or already bought, such as orders, bookings or account changes.
    • Authentication: one-time passcodes. You can't build these in Relay. Create them in Meta WhatsApp Manager, then use Sync from Meta to bring them in.
  5. Enter the Language code exactly as Meta uses it. en_US and en are different languages to Meta.
  6. Optional: choose a Header:
    • None
    • Text: up to 60 characters, with at most one variable, which must be {{1}}.
    • Image: upload a JPEG or PNG up to 5 MB, or paste a public HTTPS link. A size of at least 800×418 px is recommended.
    • Video: a public HTTPS link. MP4 or 3GPP, up to 16 MB and 60 seconds, is recommended.
    • Document: a public HTTPS link. A PDF of up to 100 MB is recommended.
  7. Write the Body Text, up to 1,024 characters. Use {{1}}, {{2}} and so on for variables. They must be contiguous, starting at {{1}}: you can't skip a number.
  8. Fill in a sample value for every variable. Meta uses these to review your template, so make them realistic, for example "Jane" or "#10423".
  9. Optional: add a Footer, up to 60 characters. Footers can't contain variables.
  10. Optional: add Buttons (see below).
  11. Click Submit for Approval.
The New Template dialog with Template Name, Category, Language, Header and Body Text fields.The New Template dialog with Template Name, Category, Language, Header and Body Text fields.
The New Template dialog. Every body variable needs a sample value before you submit.

Meta usually reviews a template within 24 hours.

Buttons

You can add up to 10 buttons:

ButtonDetails
Quick ReplyA tap-to-reply button.
URLOpens a link. At most 2. The link can end with one {{1}} variable, and then an example value is required.
PhoneCalls a number. At most 1.
Copy CodeCopies a code, such as a discount code. At most 1, with an example code.

Button text can be up to 25 characters. Quick Reply buttons must come before any URL, Phone or Copy Code buttons.

Template statuses

StatusWhat it means
DraftSaved in Relay but not yet submitted to Meta.
PendingSubmitted and waiting for Meta's review. A status Relay doesn't recognise is also shown as Pending.
ApprovedReady to use in campaigns and outside the 24-hour window.
RejectedMeta turned it down. The reason is shown on the template card.
PausedMeta paused it, usually because of poor quality feedback from recipients.
DisabledMeta disabled it. It can't be sent.
In AppealYou appealed a rejection and Meta is reviewing it again.
Pending DeletionIt's being deleted on Meta.

If a submission fails, the error appears on the template card, just like a rejection reason.

Approved templates can also show Meta's quality score: GREEN, YELLOW or RED. A red score means recipients are reacting badly to the template, and it's at risk of being paused.

Relay can receive status changes from Meta automatically. If a status looks out of date, click Sync from Meta to refresh it.

Edit or resubmit a template

You can edit a template that is Approved, Rejected or Paused:

  • On an approved template, click Edit.
  • On a rejected or paused template, click Resubmit.

Make your changes and click Save & Resubmit. Editing triggers Meta re-review, and the status flips back to Pending until Meta decides.

The Template Name, the Language and the line can't be changed once a template exists on Meta. To change any of them, create a new template.

Sync from Meta

Sync from Meta pulls every template from your WhatsApp Business Account into Relay. That includes templates created or approved in Meta WhatsApp Manager, and Authentication templates.

Templates that exist only in Relay are not removed by a sync.

Filter by line

If your workspace has numbers on more than one WhatsApp Business Account, use the Lines filter to show one line, or All lines.

Delete a template

Click the delete icon on the template:

  • Delete from Meta and locally, for a template that was submitted. It's removed from Meta and from Relay. Active campaigns using this template will start failing on their next send.
  • Delete locally, for a template that was never submitted. Only the Relay copy is removed.

Deleting can't be undone.

Troubleshooting

My template was rejected. Read the reason on the template card, fix the content, and click Resubmit → Save & Resubmit. Common causes are vague sample values, promotional content in a Utility template, and variables at the very start or end of the body.

"Body has N variable(s) — supply exactly N sample value(s)" or "Body sample value #1 is empty." Every variable needs a non-empty sample value. Also check that your variables are numbered {{1}}, {{2}}… with no gaps.

My video or document header was rejected. Meta fetches the link during review, so it must be public HTTPS and stay online for about 24 hours. Image uploads and image links are sent to Meta straight away, so they don't have this problem.

The template isn't used for my customers' language. A template exists for one exact language code. en_US and en are separate templates. Create a variant for each language you need.

My template doesn't appear in the Inbox or campaign picker. Only Approved templates are listed. Also check the line: a template approved on one line can't be sent from a number on another line. If you approved it in WhatsApp Manager, click Sync from Meta.

"Failed to submit" as an agent. Only owners and admins can manage templates.