A template is a message format pre-approved by Meta. You need one to start a conversation with a customer, or to message them after the 24-hour customer service window has closed.
Template categories
| Category | Use it for | Examples |
|---|---|---|
| Marketing | Promotions, offers, launches, re-engagement | Festive sale, new collection, "we miss you" |
| Utility | Updates about something the customer already did or asked for | Order shipped, payment reminder, appointment confirmation, receipt |
| Authentication | One-time passwords | Login OTP, verification code |
The category decides Meta's price, so choose honestly. If a utility template contains promotional content, Meta may re-categorise it as marketing.
Parts of a template
- Header (optional): text, image, video or document.
- Body (required): your message, with variables like
{{1}}and{{2}}for per-customer values. - Footer (optional): short text such as "Reply STOP to opt out".
- Buttons (optional): quick replies (for example Book a visit or Stop promotions), a website link or a call button.
Creating a template in Rviing
- Open Templates and click New template.
- Enter a lowercase name with underscores, for example
diwali_offer_2026. - Choose the category and language.
- Write the body, add variables and give a sample value for each.
- Add media, a footer and buttons if needed, and check the live preview.
- Submit it to Meta. The status shows In review and changes to Approved or Rejected automatically.
Tips to get approved the first time
- Don't start or end the body with a variable, and don't place two variables right next to each other.
- Give realistic sample values — "Priya", "₹4,500", "5 Nov" — not "test".
- Say who you are and why the customer is receiving the message.
- Avoid misleading claims, ALL CAPS, lots of emojis, shortened links and requests for sensitive data (card numbers, Aadhaar, passwords).
- For marketing templates, add an opt-out such as "Reply STOP to opt out" or a Stop promotions button.
- Keep utility templates purely transactional — no offers inside a payment reminder.
- Make sure the language you select matches the language you write in.
If a template is rejected
Rviing shows the rejection reason in plain English. Fix the issue and submit again, or create a new template with a different name if Meta does not allow edits for that status.
Template quality
Meta tracks how customers react to each template. If many people block or report a message, its quality drops and it may be paused. Sending relevant messages to opted-in customers — and honouring STOP — keeps quality high.
Need a hand? Our team can walk you through it.
Contact support