Template Messages

Template Messages basics

WhatsApp Template Message is a message format that you can use over and over again to send messages to users. To use a template message, it must be approved by the Meta.

Once you send it to a client, you open a 24-hour time period which is classified as a Conversation.

Each Template Message is tied to a specific phone number, so you need to create it multiple times if you want to use it for multiple phone numbers.

WhatsApp checks and approves each message template separately, usually within 48 hours. Once WhatsApp approves your template, you can start using it.

Only approved forms (Template Messages) can be used in WhatsApp campaigns.

  • Template messages can be created in the 360Dialog client interface,

  • In addition to several basic types (see categorization below), different language mutations can be defined

Template Message categories



Utility templates facilitate a specific, agreed-upon request or transaction or update to a customer about an ongoing transaction, including post-purchase notifications and recurring billing statements

"Thanks, your order number 0021 is confirmed" "Reminder: Your appointment is at 1pm on Tuesday" "Here is your monthly statement" "Your account balance is $5, click here to top up"


Authentication templates enable businesses to authenticate users with one-time passcodes (usually 4-8 digit alphanumeric codes), potentially at multiple steps in the login process (e.g., account registration, account recovery, and integrity challenges).

"86412 is your security code. Do not share your code." "OTP is 86412 for txn of INR 750.00 at Orange Health on xxx Bank card ending yyyy. Valid till 08:38:58. Do not share OTP for security reasons."


Marketing templates are our most flexible - they may include promotions or offers, informational updates, or invitations for customers to respond to/take action. A marketing template is any template that does not qualify as a utility or authentication.

"If you buy 2 or more coffee cups, you'll get $5 off!" "This is Vinny's Bakery and we are now on WhatsApp"" "We will be closed next Monday for the holiday" "Forgot something? We kept your items for you, click to check out"

If you are creating a Template Message with multimedia content (image, document, video), after synchronizing them, you need to go to the Forms section, where for a specific Template Message you select a file from the pre-loaded tenant files.

  • The maximum file size is 25 MB

  • supported file formats:

    • image (.jpg, .png)

    • document (.pdf)

    • video (.mp4)

With certain exceptions noted here, when a Template Message is sent, a new conversation is initiated, which is charged.

Daily limits for Template Messages

Meta limits the number of Template Messages that can be sent across all registered numbers within a rolling 24-hour period.

Daily limits

  • 250 messages (valid in case of an unverified Meta Business Manager)

  • 1 000 messages (baseline)

  • 10 000 messages

  • 100 000 messages

  • Unlimited

Only messages sent to clients ("business initiated") outside the 24-hour time window are counted and the limit is common for all registered phone numbers!

If you attempt to send Template Messages to a client who doesn't have a WhatsApp account, don't worry, it won't cost you anything. In addition, it won't be counted as a regular message within the aforementioned "Daily limits"!

The current limit on the number of messages you can send can be found in the details of the connected WA phone number and also in your WhatsApp Business Manager.

Daily limits changes

Depending on the volume of Template Messages sent and the quality rating, it's possible to go from e.g. 1,000 messages to 10,000 messages per day.

To increase the limit you need to send at least 500 messages per day to clients for at least 2 consecutive days.

On the contrary, the downgrade is possible due to the deterioration of the quality rating over the last 7 days. The rating is determined by the response of recipients to the messages sent out, i.e. the frequency of requests to block the sender or the reasons given by recipients.

More information can be found here.

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