WhatsApp Template Message Examples: 3 Categories
We prepared short, approval-ready examples for marketing, utility and authentication templates. Below you'll also find how to write variables, which button to pick and how the category affects the fee since October 1, 2026.
Anyone looking for WhatsApp template message examples is asking the same thing: how do you write text that Meta will approve and that customers will actually read? Below are short examples for the marketing, utility and authentication categories that you can adapt, plus how variables work and how to choose buttons. We cover the reasons templates get rejected in a separate post, why template approvals get rejected; here we focus on what a good one looks like.
When do you need a template message?
When a customer writes to you, a 24-hour customer service window opens. Inside that window you can reply with free text. If the window has closed, or if you are the one starting the conversation, there is only one way: a template that has passed Meta's approval. We explained how the window works in our post on the WhatsApp 24-hour rule.
Every template falls into one of three categories: marketing, utility and authentication. The category affects both approval and the fee you pay. If you pick the wrong category, Meta can update the template's category, which throws off your cost calculation.
What parts does a template have?
Let's pin down the structure before the examples. A template can have four parts:
- Header (optional): a short text, an image, a video or a document.
- Body (required): the actual message. Variables mostly go here.
- Footer (optional): the small grey line under the message. Suited to an opt-out route or a short note.
- Buttons (optional): quick reply, a link to a website, a phone call; in authentication templates, copy code.
Each part has character and button limits, and Meta updates them from time to time. Before you write a long draft, we suggest checking the current limits in Meta's template documentation.
How do variables work?
A variable is a blank that gets filled differently for each recipient. Meta accepts two formats: numbered and named.
- Numbered: "Hi {{1}}, your order number {{2}} is being prepared."
- Named: "Hi {{customer_name}}, your order number {{order_number}} is being prepared."
Named variables make life easier as your template count grows; six months later you still understand what goes into each blank. When you submit for approval, you enter a sample value for each variable (such as Emma or 860198). The review is done by looking at these samples. Give realistic ones.
A template can't consist of only a variable. Under Meta's category rules, templates whose content is just something vague like "{{1}}" or "Congratulations!" are treated as marketing. Put fixed text around the variable that says what the message is.
What can you personalize with a variable?
The most common ones: customer name, order number, amount, date and time, shipping tracking number, branch or product name. In short, anything that makes the message belong to that person.
Marketing template examples
Marketing is the most flexible category. Announcements, discounts, new products, cart reminders, re-invitations... Templates that mix information with promotion also fall into this category.
New season announcement
- Header: an image of the season's products
- Body: "Hi {{1}}, our new season products are in store. On orders placed by the end of this weekend, shipping is on us."
- Footer: "If you don't want to receive these messages, tap the button below."
- Buttons: See the collection (link), I don't want messages (quick reply)
Abandoned cart reminder
- Body: "Hi {{1}}, the {{2}} in your cart is waiting for you. If you'd like to complete your order, you can pick up where you left off from the link below."
- Button: Back to cart (link)
Because a cart reminder seems to depend on the customer's own action, people take it for a utility message. Meta, however, counts it among marketing examples.
Birthday discount
- Body: "Happy birthday, {{1}}! Your personal {{2}} discount code is valid until the end of this month."
- Buttons: Start shopping (link), I don't want messages (quick reply)
All three examples share something: a short body, one clear action, an easy way out. A customer should be able to leave a marketing template the moment they no longer want it; under KVKK (Turkey's personal data protection law), you also need to have consent to send.
Utility template examples
Meta looks for two conditions before it treats a template as utility. First, the message must not carry a promotional or persuasive purpose. Second, it must relate directly to the customer's order, account or transaction, or inform them about something critical such as their security.
Order confirmation
- Body: "Thank you, {{1}}. We've received your order number {{2}}. We'll let you know here when it's shipped."
- Button: View order (link)
Shipping notification
- Body: "Your order number {{1}} is on its way. Your shipping tracking number: {{2}}. Estimated delivery date: {{3}}."
- Button: Track shipment (link)
Appointment reminder
- Body: "Hi {{1}}, you have an appointment on {{2}} at {{3}} at our {{4}} branch. If you can't make it, let us know below."
- Buttons: I'll be there, I want to change the time (quick reply)
Order-linked feedback
- Body: "Your order number {{1}} has been delivered. If you had any problem, reach us with the button below."
- Button: Write to us (quick reply)
In the feedback template, the order number is not decoration. Meta doesn't approve general surveys that aren't tied to a specific order or conversation as utility.
A one-sentence promotion changes the category. If you add "Your discount code for your next purchase is ready" under an order confirmation, the template now counts as mixed content and falls into the marketing category.
Authentication template examples
This category has one job: sending a one-time code. It is used in steps like sign-up, login and password reset. It is also the strictest category. Meta's ready-made pattern largely sets the text; you add the code, an optional security warning and the code's expiry time. No link, image or promotional sentence.
- Body: "{{1}} is your verification code. For your security, do not share this code with anyone."
- Footer: "This code expires in 10 minutes."
- Button: Copy code
The text here only shows the structure. In a real template, Meta's pattern for the language you choose sets the wording, so it may not come out word for word the same.
The three categories side by side
Let's gather the WhatsApp template message examples so far in one table.
| Category | What it's for | Typical button | Watch out |
|---|---|---|---|
| Marketing | Announcements, discounts, cart reminders, re-invitations | Link, opt-out via quick reply | Mixed-content templates land here too |
| Utility | Orders, shipping, appointments, account alerts, order-linked feedback | Tracking link, quick reply | Add a promotional sentence and it becomes marketing |
| Authentication | One-time code | Copy code | Text is a ready-made pattern; no link or image |
How are template message fees calculated?
Meta charges for templates per message, by category; the unit price varies by country. Since October 1, 2026, utility templates sent inside the customer service window are also charged. For free-form replies inside the window (service messages), each number gets 1,000 free per month, and the rest are charged. In the free entry point window that opens for a customer who comes from an ad that leads to WhatsApp, Meta doesn't charge, templates included.
So how does this affect these examples? Choosing the right category is no longer just a matter of approval; it is a matter of budget. You'll find the numbers in detail in our post on WhatsApp Business API pricing. In Chatopya, Meta's message fee is separate from the plan fee and comes through at Meta's unit price; we add no commission on top.
Let's prepare your templates together. You can work out your first templates, in the right category and ready for approval, with our team in a demo session.
Book a free demoHow are templates prepared in Chatopya?
To adapt the WhatsApp template message examples above to your own brand, you don't need a separate tool. You create templates in the panel and send them to Meta for approval. You're not alone on your first templates: our team helps you prepare the text in line with the rules. You build personalized content with variables and add images, buttons and links.
You can schedule approved marketing templates to go to segments you've split by tag, order history or interest, and follow delivery, read, reply and click results message by message. Utility templates such as order, shipping and appointment messages are triggered automatically from the integration. Consent records and opt-out requests are kept in the panel too. We cover the bulk sending side on our WhatsApp bulk messaging page.
Frequently asked questions
Can I use emoji in a WhatsApp template message?
In marketing and utility templates you can, as long as you keep it moderate. In authentication templates you can't add emoji, because the text is Meta's ready-made pattern.
Why did a template I sent as utility become marketing?
Usually the text has a promotional sentence, a discount or a product suggestion, or the message isn't tied to a specific order or transaction. In that case Meta moves the template to the marketing category.
Can I send the same template to every customer with different content?
Yes, that's what variables are for. The fixed text stays the same; fields like name, order number and date get filled differently for each recipient.
If the customer wrote to me, do I still need to use a template?
No. Within 24 hours of the customer's last message, you can reply with free text. Since October 1, 2026, the first 1,000 of these replies per number each month are free, and the rest are charged.
What should I do if my template is rejected?
You fix the text according to the rejection reason and send it for approval again. We've gathered the most common reasons and their fixes in a separate guide.
Related articles
Get your templates ready for approval
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