Sending and growing
Get your first message template approved
WhatsApp only lets a business start a conversation with a message template that Meta has approved. Here's how to write one that passes.
Step 1: What WhatsApp allows
To message a customer first (a campaign, a reminder, an offer), you need a template that Meta approved. When a customer writes to you, you can reply freely for 24 hours from their last message. After that, only templates.
Starting a conversation needs an approved template Step 2: Choose the right category
Marketing (offers, sales, new arrivals): ₹0.8631 per message. Utility (reminders, order and payment updates): ₹0.115 per message. Authentication (one-time login or verification codes): ₹0.115 per message. Prices are Meta's rates for India, plus 18% GST, and Sendmint adds no markup. Sendmint shows the category and the estimated cost before every campaign.
The category sets Meta's price per message Step 3: Write it clearly
Say who you are and keep it short (up to 1,024 characters). Use variables like {{1}} for the customer's name and give a sample for each. Number them {{1}}, {{2}} in order, put words between them, and don't start or end the message with one. Marketing templates get a Stop promotions button, so people can opt out.
The live preview shows what customers see Step 4: Examples that pass review
Marketing: “Hi {{1}}, Diwali offer at Digitize Grow: 20% off all courses until 31 October. Reply to book your seat.”
Utility: “Hi {{1}}, your appointment is confirmed for {{2}}. Reply here if you need to change it.”
Avoid pressure like “act now”, never ask for card numbers, passwords or ID numbers, and link only to your own website.
A Marketing and a Utility template Step 5: Submit it for review
Click Submit. Meta usually reviews a template within a few minutes; some take up to 48 hours. Sendmint shows In review, then Approved, or Rejected with the reason in plain English and how to fix it.
In review, then Approved Step 6: Why Meta may change Utility to Marketing
Meta checks every Utility template. If the message promotes something (an offer, a discount, a new product), Meta treats it as Marketing and can change the category, and with it the price: ₹0.8631 instead of ₹0.115 per message. Sendmint shows the change and the new price on the template. Use Utility only for updates about an order, booking or account the customer asked for.
Meta changed the category, and the price
Common problems
The category doesn't match the message.
Use Marketing for offers and promotions. Use Utility only for updates about an order, booking or account the customer asked for.
Meta says the message is promotional.
Choose the Marketing category, or take the offer out of the message.
Meta found a formatting problem.
Check the variables: number them {{1}}, {{2}} in order, put words between them, and don't start or end the message with one.
Meta thinks the message could look like a scam.
Say clearly who you are and what you offer, avoid pressure like “act now”, and link only to your own website.
Meta found wording that breaks WhatsApp's policies.
Remove threatening or misleading words, and never ask for card numbers, passwords or ID numbers.
Still stuck? Book a free setup call and we'll write your first template with you.
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