WhatsApp Message Templates are pre-approved message formats that allow your business to initiate conversations with customers outside the 24-hour service window. Every business using the WhatsApp Business API through Sakura SMS must create and get templates approved by Meta before sending outbound messages.
Why Templates Are Required
Meta enforces message templates to prevent spam and ensure a high-quality experience for WhatsApp users worldwide. Templates serve as a quality gate: every outbound message your business initiates must use an approved template. This protects both your customers and your business reputation.
Template Categories
Meta classifies templates into three categories, each with different review criteria and pricing:
Marketing Templates
Used for promotions, offers, product launches, and re-engagement campaigns. These receive the strictest review and highest per-conversation cost. Examples: seasonal sale announcements, new product introductions, loyalty programme updates.
Utility Templates
Used for transactional updates that customers expect and have implicitly consented to. Examples: order confirmations, delivery tracking, appointment reminders, payment receipts, account updates. Moderate cost per conversation.
Authentication Templates
Used exclusively for one-time passwords (OTPs) and login verification codes. These have a strict format requirement and the lowest cost. Meta provides a standardised authentication template format.
Creating a Template in Sakura SMS
In your Sakura SMS dashboard, navigate to WhatsApp > Templates > Create New Template.
Select Marketing, Utility, or Authentication. Choose accurately, as miscategorised templates will be rejected by Meta. If in doubt, consult the Meta template guidelines.
Give your template a unique internal name using lowercase letters, numbers, and underscores only (e.g., "order_confirmation_v2"). Select the language, typically English or Swahili for Tanzanian businesses. You can create the same template in multiple languages.
Templates can include the following components:
- Header (optional): Text, image, video, or document
- Body (required): The main message text with optional variables like {{1}}, {{2}}
- Footer (optional): Small grey text, typically for disclaimers
- Buttons (optional): Call-to-action (phone/URL) or quick reply buttons
Use numbered placeholders like {{1}}, {{2}}, {{3}} for dynamic content. Provide sample values for each variable to help Meta reviewers understand the context.
Click Submit for Approval. Meta typically reviews templates within 24-48 hours, though it can take longer during peak periods. You will receive a notification when your template is approved or rejected.
Template Examples
Order Confirmation (Utility)
Body: Hello {{1}}, thank you for your order #{{2}}! Your items will be shipped within {{3}} business days. Track your order at {{4}}
Footer: Powered by SakuraHost
Buttons: [URL: Track Order] [Phone: Call Support]
Promotional Offer (Marketing)
Body: Hi {{1}}! We have an exclusive offer for you. Get {{2}}% off on {{3}} this weekend only. Shop now before the offer expires on {{4}}.
Footer: Reply STOP to opt out
Buttons: [URL: Shop Now]
Appointment Reminder (Utility)
Buttons: [Quick Reply: Confirm] [Quick Reply: Reschedule]
OTP Code (Authentication)
Buttons: [URL: One-tap autofill] [Copy Code]
Common Rejection Reasons and How to Avoid Them
- Requesting sensitive information: Never ask for passwords, PINs, credit card numbers, or personal IDs in templates
- Threatening or abusive language: Even subtle pressure tactics lead to rejection
- Misleading content: Template must accurately represent what the message does
- URL shorteners: Avoid bit.ly and similar services. Use full, branded URLs
- Wrong category: Submitting a promotional template as "Utility" will be rejected
- Missing opt-out: Marketing templates should include opt-out language
- Variable misuse: Variables should not make up the majority of the message body
Tips for High Approval Rates
- Be specific with sample content: Provide realistic sample values that clearly show the template's purpose
- Keep it professional: Use proper grammar and avoid ALL CAPS or excessive exclamation marks
- Add value: Every template should provide clear value to the recipient
- Include context: Make it clear why the customer is receiving this message
- Follow Meta's guidelines: Review the official Meta template guidelines before submitting
- Use Swahili carefully: If writing templates in Swahili, ensure proper grammar and select the correct language code (sw) during creation
Managing Approved Templates
Once approved, templates can be used immediately from your Sakura SMS dashboard or via the API. You can view all templates, their approval status, and usage statistics under WhatsApp > Templates.
Template Quality Rating
Meta assigns quality ratings to each template based on customer feedback (blocks, reports). Templates can be rated as Green (high quality), Yellow (medium), or Red (low). A red-rated template may be paused or disabled by Meta. Monitor your template quality regularly and replace low-performing templates.
Need help crafting templates that get approved? Submit a support ticket and our WhatsApp specialists will review your templates before submission.