WhatsApp templates
Create Meta-approved WhatsApp templates — categories, variables and buttons, approval statuses and examples for estate agencies.
4 min read
On WhatsApp, if more than 24 hours have passed since the client's last message, or you're messaging someone for the first time, you can't send free text — only templates Meta has approved in advance. Viewing reminders, appointment confirmations or "we couldn't reach you" messages are written once as templates; your automations and team reuse them.
During setup our team creates the templates for the ready-made property scenarios and submits them for approval. This article covers what you need to read your templates, request a new one, or add one yourself.
Template categories
Every template falls into one of three categories. The category affects Meta's approval decision and pricing.
| Category | What for? | Property example |
|---|---|---|
| Utility | Information or updates about something the client started. | Viewing reminder, appointment confirmation, request for missing documents, "we couldn't reach you — when should we call?" |
| Marketing | Promotions, campaigns, re-engagement — anything aimed at selling. | New listing alert, development launch, "are you still looking?" to an old contact |
| Authentication | One-time verification codes. | Usually not needed by estate agencies. |
Heads up
If a Utility template contains sales language — a discount, "last chance", "invest now" — Meta will reclassify it as Marketing or reject it. Keep reminders plain and informative. Never use phrases like "unmissable opportunity", "guaranteed returns" or "guaranteed price rise" in any template.
The template list
- Open the Templates tab on the Settings → WhatsApp page.
- For a new template, use the Create Template button at the top right.
Creating a template
- Fill in Template name, Category and Language. Names can only contain lower-case letters, numbers and underscores (e.g.
viewing_reminder). Create the Turkish version with the same name and a different language. - Optionally add a header with Show header: text, an image (e.g. a listing photo), video or a document.
- Write the text in Body. For parts that change per person, add variables such as
{{1}},{{2}}with Add variable, and give each a realistic sample value. - Optionally add a Footer (e.g. "Atlas Emlak · İstanbul") and Buttons: quick reply ("YES"), website link or call button.
- Check the preview and click Create. The template goes to Meta for review.
Tip
Don't put variables at the very start or end of the text, and don't place two variables side by side — Meta often rejects these. Use realistic sample values ("James", "Moda 3-bed", "11 Oct, 11:00").
Before changing or deleting a template used by an automation, message your consultant; otherwise that scenario can't send its message. See Turning scenarios on, off and editing.
Approval statuses
| Status | Meaning |
|---|---|
| Pending | Meta is reviewing it. Most templates are decided quickly, sometimes within 24–48 hours. |
| Approved | Ready to use. |
| Rejected | Usually a category mismatch, an unclear variable or content against the rules. Fix it and resubmit. |
| Paused / Disabled | Meta paused or disabled it after negative feedback from recipients. |
Example templates for an estate agency
Viewing reminder — Utility (viewing_reminder)
Hi {{1}}, a reminder of your viewing at {{2}} on {{3}}. Reply YES to confirm, or message us to change it.
Valuation confirmation — Utility (valuation_confirmation)
Hi {{1}}, this confirms your free valuation of {{2}} on {{3}}. Your agent will be {{4}}. If that doesn't suit you, just reply to this message.
No answer — Utility (no_answer_follow_up)
Hi {{1}}, we called about your enquiry for {{2}} but couldn't reach you. When would be a good time to call back? You can reply here.
New listing — Marketing (new_listing_alert)
Hi {{1}}, a new listing matching your search has come up: {{2}}. Would you like to see the details and photos? Reply STOP if you'd rather not receive these messages.
For which scenario uses which template: Confirmations and reminders and Follow-up by call outcome.
Sending a template in a conversation
- Open the client's WhatsApp conversation in Conversations.
- If the 24-hour window is closed, the reply box shows a notice that you need a template; click it or the template icon.
- Choose an approved template and fill in the variables. Some may fill from the contact's details; check before sending.
- Click Send.
As soon as the client replies to the template, the 24-hour window reopens. The panel's snippets are different from templates; they can only be used while the window is open. See Templates and snippets.
Common issues
The template isn't in the list. Only Approved templates can be selected; check the language too.
The template keeps getting rejected. Check the category, remove sales language from Utility templates, keep variables inside sentences and fill in sample values.
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