WhatsApp Templates Explained

WhatsApp requires all business-initiated messages (outside the 24-hour conversation window) to use pre-approved templates. Meta reviews each template before you can use it. This applies to all broadcasts.

Template Components

A WhatsApp template can include:

Component	Required	Description
Header	Optional	Text, image, video, or document shown at the top
Body	Required	Main message text with optional variables like {{1}}, {{2}}
Footer	Optional	Small text at the bottom (e.g. "Reply STOP to unsubscribe")
Buttons	Optional	Up to 3 buttons: Quick Reply, URL, or Phone Number

Creating a Template in Bugalou

You can create templates directly in the broadcast wizard without leaving Bugalou:

1. Go to Dashboard → Broadcasts → + New Broadcast
2. Select WhatsApp as channel and click Next
3. In the Content step, click "+ Create Template"
4. Fill in the template builder:

Template Name

Enter a unique name using lowercase letters, numbers, and underscores only (e.g. promo_february). No spaces or special characters.

Header Type

Choose one of:

• None — No header
• Text — A bold text header (max 60 characters)
• Image — A product photo, banner, or promotional image (publicly accessible URL)
• Video — A short promotional video (publicly accessible URL)
• Document — A PDF like a catalog, invoice, or menu (publicly accessible URL)

Body Text

Write your main message. Use variables like {{1}}, {{2}} for dynamic values:

Example: "Hi {{1}}, your order #{{2}} has been shipped! Track it here: {{3}}"

Variables must be sequential — you can't skip {{2}} and go straight to {{3}}.

Footer

Optional small text shown at the bottom. Common uses: "Reply STOP to unsubscribe" or company name.

Buttons (max 3)

• Quick Reply — Pre-set response buttons (e.g. "Yes", "No", "More info")
• URL — Opens a link in the browser (e.g. "View Order")
• Phone Number — Initiates a phone call

Category

• Marketing — Promotions, offers, newsletters. Higher cost per message.
• Utility — Order updates, shipping notifications, appointment reminders. Lower cost.

Live Preview

As you build your template, a live WhatsApp preview appears next to the form showing exactly how your message will look on a customer's phone.

Template Approval

After submitting, Meta reviews your template. This usually takes 1–60 minutes but can take up to 24 hours. Status updates:

• Pending — Under review by Meta
• Approved — Ready to use in broadcasts
• Rejected — Check Meta's template guidelines

Tips for Approval

• Don't include URLs in the body text — use URL buttons instead
• Avoid ALL CAPS or excessive punctuation
• Include an opt-out option for marketing messages
• Don't ask for sensitive data (passwords, credit cards)
• Use proper grammar and no spelling errors