Why templates matter
Meta Cloud API and Coexistence restrict free-form outbound messages outside the customer-service window. Approved message templates are needed to open or re-open qualifying business conversations. Hosted delivery has different transport rules and is not a substitute for Meta policy compliance.
Create a template
- Open WhatsApp → Templates for the correct API or Coexistence account.
- Choose the template category, language, content and permitted variable structure.
- Add supported headers, images or document media and optional buttons where needed.
- Preview the template with real fallback values for personalization fields.
- Submit and wait for Meta approval. Verify the approved template appears on the selected account.
- Use the template in a permitted send or Bulk Campaign.
Personalization and CTA replies
Required variables need valid values. An image-header template also needs compatible header media. Button clicks and quick replies may arrive as structured events; the inbox should show supported user-facing content rather than treating every button event as plain text.
Diagnosing a send failure
Check template status, selected phone account, language, variable count, header-media accessibility, campaign recipient format and Meta billing/limits. A draft or rejected template cannot be used as though it were approved.