Why WhatsApp needs templates
WhatsApp’s 24-hour messaging window only lets you send freeform messages while a conversation is active. To reach a customer outside the active window — for appointment reminders, shipping notifications, promotional blasts, or any first-touch outreach — you must send an approved template.
A template is a pre-written message you submit to Meta for review. Once Meta approves it, you can use the template from the Octopods UI, from broadcasts, and from the API to send messages that Meta allows outside the 24-hour window.
Template management works the same way on Intercom and HubSpot workspaces.
Step 1: Open the Message Templates page
Open the WhatsApp channel’s detail page inside your workspace.
Click Message Templates.
The Message Templates page opens with the title Manage your WhatsApp message templates for proactive messaging.
The table lists every template Octopods knows about, with columns for Name, Body, Language, Status, and Active.
Note: Octopods syncs templates from the provider every three hours. A brand-new template you created in WhatsApp Manager may take up to three hours to appear in Octopods. If you don’t want to wait, use the Sync action on the page.
Step 2: Create a new template
Click New Template.
The New WhatsApp Template form opens.
Fill in the fields:
Template Name — lowercase letters, digits, and underscores only, at least two characters long. For example,
order_confirmation_v1. This is a technical identifier shown in Meta’s approval queue and in API calls; it is not visible to recipients.Template Body — the message text. Use
{{N}}placeholders for variables, where N is a sequential number starting at 1. For example:Hi {{1}}, your order {{2}} has shipped and should arrive by {{3}}.Template Placeholders — auto-populated from the body. Each
{{N}}placeholder appears as a row where you can add a sample value Meta uses during review.Template Language — pick the language the body is written in. Templates are language-specific; if you send to customers in multiple languages, submit a separate template per language.
Template Category — pick one: Marketing (promotional content), Utility (transactional updates like order confirmations), or Authentication (one-time passwords and verification codes). The category affects pricing and approval rules.
Allow category change — check this box to let Meta reclassify the template during review if it doesn’t fit the category you chose. Leaving it unchecked means Meta will reject rather than reclassify.
Optional components. Most WhatsApp providers let you include additional components. The exact UI may vary by provider, but the common ones are:
Header — an optional line above the body. Can be plain text, or a media type (image, video, or document). Media headers require you to upload a sample file during template creation; it’s only used for approval, not sent in real messages.
Footer — an optional short line below the body. No variables.
Buttons — up to three buttons. Types: Quick reply (sends a predefined reply), URL (opens a link, optionally with a variable), and Phone number (dials a number).
Step 3: Submit the template
Click Submit or Save.
Octopods sends the template to your WhatsApp provider, which relays it to Meta for approval.
The template appears in the list with a Pending status.
Approval typically takes from a few minutes to 24 hours. Meta reviews for spam, misleading content, prohibited industries, and category fit.
Template statuses
Each template’s status shows up in the template list:
Approved (green) — ready to use. You can send this template via the UI, broadcasts, and API.
Pending (amber) — still under Meta review. Not usable yet.
Rejected (red) — Meta declined the template. Click the template to see the rejection reason. Fix the issue and submit a new template (Meta does not let you edit a rejected template; create a new one with a different name).
Step 4: Activate or deactivate templates
Approved templates have an Active toggle. A deactivated template hides from the send UI and the broadcast picker but remains in the list for reference. Use the toggle to:
Retire outdated templates without deleting them.
Temporarily pause a template while you investigate a quality issue.
Sending an approved template
Once a template is Approved and Active, you can send it in three ways:
From a conversation — open a WhatsApp conversation in your Intercom or HubSpot inbox, switch to template mode, pick the template, fill in the variable values, and send.
From a broadcast — pick the template as the broadcast content and map variables to contact properties. See the Broadcasts section for the full flow.
From the API — see Sending WhatsApp Messages via API for the endpoint and payload.
Common rejection reasons
Marketing content in a Utility template — either change the category or rewrite the body to be purely transactional.
Variables without context — Meta rejects templates where a variable’s purpose is unclear. Give each variable a short label in the body (for example,
Hi {{1}}becomesHi {{1}} (first name)for reviewer context, even though the parenthetical won’t appear in the sent message).Prohibited content — gambling, alcohol, adult services, and certain financial services are disallowed in most regions. Check WhatsApp’s commerce policy.
Placeholder mismatch — your template body references
{{2}}but you only provided{{1}}in the placeholders section. Ensure every placeholder in the body has a sample value.
Editing or deleting templates
Approved templates cannot be edited. Create a new template with a new name for any content change.
Rejected or pending templates can’t be edited either, but you can safely delete them and create a new one.
Deleting a template removes it from Octopods only. To remove it from Meta’s side as well, delete it in WhatsApp Manager.
What’s next
See the Broadcasts section for sending templates to many recipients at once