Automations and AI · Lesson 2 of 4

Submitting a WhatsApp template to Meta and getting it approved

To message someone outside the 24-hour window, Meta has to approve the text first. In this lesson you write a template that gets through the review, and you learn what to do when it doesn't.

7 minAvailable from Starter

This part starts at 0:22 in the video.

What you'll learn

  • Choosing the right category
  • Using variables according to the rules
  • Following a template's status
  • Fixing a rejected template

Step by step

  1. 1

    Choose where to start

    If you're using a recipe, the Send WhatsApp template step already offers Or: Bugalou's standard text, with the details linked up. Choose the language, adjust the text and click Submit to Meta. For a template of your own, go to Channels, click Templates next to WhatsApp and then New template.

  2. 2

    Start from an example

    Under Start from an example you'll find texts written for Meta's review. That's easier than an empty box. Then change whatever you like so it sounds like your own business.

  3. 3

    Fill in the basics

    The Name may only contain lowercase letters, digits and an underscore, for example appointment_confirmation_en. Under Category, Utility is for following up on a question, order or appointment, and Marketing is for offers, news and campaigns. Under Message language pick the language the text is really written in.

  4. 4

    Write the message with variables

    Variables are {{1}}, {{2}}, {{3}}, in order. Don't put one at the very start or end of the text, because Meta rejects that: write "Hi {{1}}, your appointment is confirmed." and not "{{1}}, your appointment". The message can be up to 1024 characters, and for each variable you give an example value that Meta uses in its review.

  5. 5

    Add a header, footer and buttons if you like

    Header and Footer are optional, up to 60 characters. You can add up to 3 buttons: Quick reply, Open link with an https link, or Call with a number starting with + and the country code. Check the result under What the customer sees before you submit.

  6. 6

    Submit and follow the status

    Click Submit to Meta. Under Channels › WhatsApp › Templates you see the status: In review, Approved, Rejected or Paused, and Refresh status gets the latest. The review is usually done within minutes, but it can take up to 24 hours.

  7. 7

    Fix what was rejected

    A rejected template shows Meta's reason. You can't change a submitted template, so delete it and create a new one with the fix. If the same name doesn't work, pick a different one.

Common mistakes

Submitting marketing as Utility

A message with an offer is marketing, even if you call it Utility. Meta can change the category or reject the template. Be honest: marketing has a higher rate and the customer must have opted in.

One language for all customers

Meta approves each language on its own. If you have customers in several languages, submit one version per language. In the inbox, the version in the customer's language then comes first.

A meaningless example value

Meta reviews your text with the example values in it. So use something realistic, like Anne and 14:30, not test or abc. Don't use real customer details either.

Tips

  • Make a separate template per purpose, for example an appointment confirmation and a reminder, rather than one text full of variables.
  • Put the language in the name, so you can see later which version is which.
  • If a template's quality drops, Meta can pause it: check whether your customers really expect that text.

You're done when

  • You have a template with the status Approved
  • The category fits what the text really does
  • Each variable has a realistic example value
  • You know where to read Meta's reason

Frequently asked questions

How long does Meta take to approve a template?

Usually a few minutes, sometimes up to 24 hours. Meta decides that, not Bugalou. You see it in the list as soon as the status changes.

Can I edit an approved template?

No, not in Bugalou. Delete it and create a new one, which goes through the review again.

Does an approved template always arrive?

Approval means the text may be sent. It doesn't arrive if the number has no WhatsApp or the customer opted out, and Meta can pause a template later.

What does a WhatsApp template cost?

Meta charges per message, with its own rate per category and country. Marketing costs more than Utility. Check Meta for current amounts.