Create message templates

A template is a message that Meta approves in advance. You need one to message a customer first, to send a campaign, or to reply after the 24-hour window has closed.

Each template shows its status:

• Approved: ready to use
• Pending: Meta is reviewing it, usually for a few minutes
• Rejected: Meta refused it. The reason is shown. Click Duplicate, fix the wording and submit again.

Click Sync from Meta to load templates you created elsewhere, or to refresh their status.

Create a template

1. Click + New template.
2. Name: lowercase letters, numbers and underscores only, for example diwali_offer_2026. Customers never see it.
3. Language: the language the message is written in.
4. Category:
   • Marketing: offers, launches, festive wishes, re-engagement
   • Utility: order, booking, payment and account updates
   • Authentication: one-time passwords (OTP). Meta writes the text for you; you only choose the expiry and button.

5. Header (optional): None, Text, Image, Video or Document. For media, upload the file right here:
   • image: JPG or PNG up to 5 MB
   • video: MP4 up to 16 MB
   • document: PDF up to 100 MB
     The file is sent to Meta as a sample and saved as the template's default header for later sends.
6. Message body (up to 1,024 characters). Use the toolbar for bold, italic, strikethrough and emojis.
7. Variables: click + Add variable to insert {{1}}, {{2}} and so on, for things that change per person such as a name or order number. For each variable, give a label (what it means, for example "Customer name") and an example (for example "Priya"). Meta needs the example to approve the template, and your team sees the label when sending.
8. Footer (optional, up to 60 characters), for example "Reply STOP to unsubscribe".
9. Buttons (optional, up to 10 in total):
   • Quick reply: tappable answers, like "Order now"
   • Website link: up to 2. The link can end with a variable, such as an order number.
   • Call number: 1
   • Copy offer code: 1, for example DIWALI20
10. Check the preview on the right, then click Submit to Meta for approval.

Tips for quick approval

• A variable can't be the very first or very last thing in the message.
• Number the variables in order: {{1}} before {{2}}.
• Use realistic examples, and explain what each variable is.
• Marketing messages should offer a way to opt out.
• Pick the right category. Meta may move a "Utility" template that contains an offer into Marketing.

The builder warns you about these rules before you submit.