A WhatsApp message template gets approved when it clearly belongs to its declared category, uses specific variables with obvious context, contains no spam-trigger language, includes an opt-out option for marketing messages, and is written for a clearly legitimate business purpose. This guide provides 20+ real template examples across every category, plus the rules that determine approval or rejection. Use these as starting points for your own templates.
The Three Template Categories: Choose Correctly Before Writing
Every template belongs to one of three categories. Misclassification is a primary cause of rejection and repeated misclassification can affect your account standing.
Marketing templates are for any message that promotes your business, products, services, or events. This includes welcome messages with offers, abandoned cart recovery, product announcements, promotional campaigns, re-engagement messages, and event invitations.
Utility templates are for transactional messages that directly follow from a customer's action or existing service relationship. This includes order confirmations, appointment reminders, delivery updates, payment receipts, account alerts, and verification messages related to transactions.
Authentication templates are specifically for one-time passwords, verification codes, and login security alerts. They must contain only the code and minimal context.
The financial difference between marketing and utility matters: marketing messages cost $0.0225 per message in Africa while utility messages cost $0.004. But submitting a promotional message as utility to pay less is a policy violation that leads to rejection. Choose the correct category honestly.
For a full explanation of why templates get rejected and how to fix rejections, see our template rejection guide.
Marketing Template Examples
E-commerce: New product launch "Hi {{1}}, the {{2}} you have been waiting for is now available. Shop now at {{3}} before stocks run out. Reply STOP to unsubscribe."
E-commerce: Abandoned cart recovery "Hi {{1}}, you left something behind. Your cart at {{2}} still has {{3}} item(s) waiting. Complete your order: {{4}}. Reply STOP to unsubscribe."
FMCG: Limited-time promotion "Hi {{1}}, as a valued customer you have early access to our {{2}} sale. Use code {{3}} for {{4}} off your next purchase at {{5}}. Valid until {{6}}. Reply STOP to unsubscribe."
Education: Intake announcement "Hi {{1}}, applications for the {{2}} intake are now open. The deadline is {{3}}. Apply at {{4}} or reply APPLY to start your application. Reply STOP to unsubscribe."
Events: Invitation "Hi {{1}}, you are invited to {{2}} on {{3}} at {{4}}. Reserve your spot at {{5}}. Reply STOP to unsubscribe."
Financial services: New product "Hi {{1}}, your {{2}} account qualifies for our {{3}} offer. Learn more at {{4}} or call {{5}}. Reply STOP to opt out of updates."
Real estate: New listing "Hi {{1}}, a new {{2}} bedroom property matching your criteria is available in {{3}} at {{4}}. View details: {{5}}. Reply STOP to unsubscribe."
Re-engagement: Lapsed customer "Hi {{1}}, we have not heard from you in a while. Here is {{2}} off your next order at {{3}}: use code {{4}}. Valid for {{5}} days. Reply STOP to unsubscribe."
Utility Template Examples
Appointment reminder "Hi {{1}}, this is a reminder that your appointment at {{2}} is scheduled for {{3}} at {{4}}. Reply YES to confirm or NO to reschedule."
Order confirmation "Hi {{1}}, your order #{{2}} has been confirmed. Estimated delivery: {{3}}. Track your order at {{4}}."
Payment received "Hi {{1}}, we have received your payment of {{2}} for {{3}}. Your receipt number is {{4}}. Thank you."
Delivery update "Hi {{1}}, your order #{{2}} has been dispatched and is on its way. Expected delivery: {{3}}. Track at {{4}}."
Delivery confirmation "Hi {{1}}, your order #{{2}} was delivered on {{3}}. If you have any issues, reply to this message or contact us at {{4}}."
Subscription renewal reminder "Hi {{1}}, your {{2}} subscription renews on {{3}} for {{4}}. To manage your subscription, visit {{5}} or reply HELP."
Account alert "Hi {{1}}, a login to your {{2}} account was detected on {{3}} from {{4}}. If this was not you, contact us immediately at {{5}}."
M-Pesa/Mobile money payment confirmation (Kenya) "Hi {{1}}, your M-Pesa payment of KES {{2}} for {{3}} has been received. Confirmation code: {{4}}. Thank you."
MTN MoMo payment confirmation (Ghana) "Hi {{1}}, your MoMo payment of GHS {{2}} for {{3}} has been received. Reference: {{4}}. Contact us at {{5}} if you have questions."
Lab result ready (healthcare) "Hi {{1}}, your test results from {{2}} are now available. Visit our portal at {{3}} or call {{4}} to discuss your results with our team."
Loan repayment reminder "Hi {{1}}, your {{2}} loan repayment of {{3}} is due on {{4}}. Pay via {{5}} or visit {{6}} to manage your account."
Authentication Template Examples
Standard OTP "{{1}} is your {{2}} verification code. Do not share this code with anyone. This code expires in {{3}} minutes."
Account login OTP "Your {{1}} login code is {{2}}. Enter this code to access your account. Code expires in {{3}} minutes."
Transaction verification "Your one-time code for the {{1}} transaction is {{2}}. This code is valid for {{3}} minutes. Do not share it."
The Rules That Determine Approval
Rule 1: Every variable must be contextually obvious. Someone reading the template must be able to infer what each variable will contain from the surrounding text. {{1}} in "Hi {{1}}" is obviously a name. {{1}} in "We have an update about {{1}}" is too vague.
Rule 2: Marketing category = opt-out required. Every marketing template must include a way for recipients to stop receiving messages. "Reply STOP to unsubscribe" at the end is the standard approach. Quick reply buttons offering "Stop messages" are also accepted.
Rule 3: No all-caps promotional language. FREE, WIN, WINNER, GUARANTEED, CLICK NOW, LIMITED TIME in all caps trigger rejection. Use sentence case and professional language throughout.
Rule 4: Template content must match declared category. A template submitted as utility that contains "Do not miss our special offer" will be rejected. A utility template must be purely transactional — triggered by a specific customer action.
Rule 5: Authentication templates must contain only the code. No promotional content, no links to your website, no upsell language. The only content allowed is the code itself and minimal explanatory text.
Rule 6: Variables cannot be adjacent without context. "{{1}} {{2}}" with no surrounding text is rejected. Variables must be embedded in a sentence that makes their purpose clear.
Template Naming Conventions
Template names are internal identifiers not shown to customers. Use consistent, descriptive names that make template management easier:
appointment_reminder_v1
order_confirmation_standard
payment_received_momo_ghana
otp_login_standard
welcome_message_education
Using version numbers (v1, v2) helps when you need to update a template — you create a new version and keep the old one active until the new one is approved.
How Long Approval Takes
Most templates are reviewed within 24 hours. Some take up to 48 hours during high-volume review periods. If a template has been in review for more than 72 hours without a decision, raise it with Intelli's support team.
Resubmissions after rejection are reviewed at the same speed as new submissions. There is no penalty for resubmitting. Submit your corrected template as soon as you have addressed the rejection reason.
Frequently Asked Questions
Can I submit multiple templates at the same time? Yes. Submit as many templates as you need simultaneously. They are reviewed independently and approvals do not depend on each other.
Do I need a separate template for each language? Yes. Each language version of a template is a separate submission. A template in English and a template in Twi or Yoruba are separate templates with separate approval processes. WhatsApp supports all major African languages.
Can I use emoji in templates? Yes. Emoji are allowed in templates and do not cause rejection. Use them where they naturally fit the message tone. Overuse of emoji can make a template look unprofessional and may increase block rates when sent.
What happens to messages in a campaign if the template is rejected after I set up the campaign? Template rejection happens before any messages are sent. You cannot send a campaign using a rejected template. If a template you planned to use is rejected, revise and resubmit before the campaign send date.
Intelli's template manager tracks submission status, stores your approved templates, and provides guidance on template best practices. Explore the WhatsApp API platform.
