WhatsApp message templates are pre-approved message formats required for sending business messages outside the 24-hour conversation window. All broadcast campaigns and automated business communications must use approved templates.
Understanding the Templates Dashboard
1. Template Name & Category - Each template shows its name and type (Marketing, Utility, Authentication)
2. Channel Assignment - Which WhatsApp Business number the template is connected to
3. Approval Status - Current template status (Approved, Pending, Rejected)
4. Language - Template language setting (affects delivery and compliance)
5. Last Updated - When the template was last modified
6. Create Template - Button to start building new message templates
7. Search Functionality - Find specific templates by name or content
8. Actions Menu - Delete existing templates
Template Approval Process
Templates require Meta's approval before use:
Submission - Submit template through Spur's interface
Review - Meta reviews content and format (typically 24-48 hours)
Approval/Rejection - Template becomes available or requires modification
Resubmission - Rejected templates can be edited and resubmitted
Common Rejection Reasons
Templates get rejected for:
Variable formatting errors - Incorrect placeholder format or placement
Category mismatch - Content doesn't match selected template type
Policy violations - Requesting sensitive information or inappropriate content
Unclear messaging - Vague or confusing template content
Spam indicators - Content that appears promotional in utility templates
Best Practices for Approval
Variable Usage:
Use sequential numbering: {{1}}, {{2}}, {{3}}
Never start or end messages with variables
Don't place variables adjacent to each other (there can be a space in between)
Content Guidelines:
Be specific and clear about the message purpose
Match content to the selected category
Avoid excessive capitalization or emoji usage
Include necessary disclaimers for marketing messages
Template Structure:
Keep messages concise but informative
Use proper grammar and formatting
Include clear call-to-action when appropriate
Ensure message makes sense even with variable placeholders
Managing Template Performance
Quality Monitoring
WhatsApp tracks template performance and may disable poorly performing templates:
Low delivery rates - Templates failing to reach recipients
High block rates - Users blocking your number after receiving template
Spam reports - Users reporting template as spam
Low engagement - Templates with poor open or click rates
You can find the health of your templates here.
Template Optimization
Improve template performance by:
A/B testing different versions of the same message
Personalizing content with relevant variables
Timing optimization - Send at appropriate times for your audience
Audience targeting - Use appropriate templates for specific segments
Advanced Template Features
1. Formatting Options in Templates
When writing the body of your template, you can use formatting tools to make the message clearer and more engaging. Below are the available options:
Emoji Picker
Allows you to insert emojis into your message body.
Emojis can help make the message friendlier, highlight promotions, or add visual emphasis.
Best practice: use sparingly, and only where it supports clarity (e.g., ✅ for confirmation, 📦 for order updates).
Bold (B)
Makes selected text bold.
Useful for emphasizing order numbers, payment amounts, or key instructions.
Example: Your order #12345 has been confirmed.
Italic (I)
Makes selected text italicized.
Good for highlighting product names, optional details, or softer emphasis.
Example: We’ll keep you updated on the shipping status of your Premium Plan.*
Strikethrough (S)
Adds a line through the selected text.
Useful for showing discounts or price reductions.
Example: Original price $50, now $30.
Code Snippet (< >)
Displays text in a fixed-width “code style.”
Ideal for sharing codes, references, or technical values.
Example: Use promo code SAVE20 at checkout.
Add Variable
Lets you insert placeholders that automatically pull in dynamic customer or order information.
Common variables include customer name, order ID, order amount, tracking link, etc.
Example: Hello {{1}}, your order {{2}} worth {{3}} has been placed successfully.
2. Dynamic Content
Use variables to personalize messages:
{{1}} - Customer name or identifier
{{2}} - Order number, product name, or specific details
{{3}} - Additional context like dates, amounts, or locations
Media Insertion
Include images or videos in templates:
Header media - Images or short videos at message top
Supported formats - JPG, PNG for images; MP4 for videos
Size limits - 5MB for images, 16MB for videos
Aspect ratios - Follow WhatsApp's recommended dimensions
Interactive Elements (Template Buttons)
Button Type | What it Does | How to Configure | Limits | Best Practices |
Quick Reply | Lets customers respond instantly with predefined options (e.g., FAQs, confirmations, choices). | Add up to 10 replies, each with a short label (≤25 chars). Can map to keywords or system triggers. | Max 10 per template | Keep labels clear, like Yes, No, Track Order. Use to guide conversations or branch flows. |
Visit Website | Opens a webpage in the browser or in-app. Ideal for tracking, product pages, or surveys. | Add a label (≤25 chars) and a valid HTTPS URL. Can use deep links or UTM parameters. | Max 2 per template | Use action-led labels (Order Status, Track Shipment). Add UTMs for analytics. Make multiple links distinct in purpose. |
Call Phone Number | Opens the device dialer with your number prefilled, so users can call support or sales directly. | Add a label (≤25 chars) and a valid phone number with country code (e.g., +1 415 000 0000). | Max 2 per template | Use clear labels (Call Support, Call Store). Add operating hours if not 24/7. Provide fallback options like Request Callback. |
Copy Offer Code | Copies a promo/discount code to the user’s clipboard for easy use at checkout. | Add a label (≤25 chars) and set a fixed or variable code (e.g., {{offer_code}}). | Max 1 per template | Keep codes short and readable. Use labels like Copy Code or Apply SAVE20. Tell users where to paste. Pair with a Visit Website button to checkout. |
Integration with Spur Features
Templates work seamlessly with other Spur tools:
Broadcast Campaigns
All broadcasts require approved templates
Template performance affects broadcast delivery rates
Use different templates for different audience segments
Automation Flows
Templates power automated message sequences
Trigger-based templates for specific customer actions
Personalized templates based on customer data