# Message Templates

## 1. Why are message templates needed? <a href="#id-1.-why-are-message-templates-needed" id="id-1.-why-are-message-templates-needed"></a>

In everyday WhatsApp communication we can send anything at any time. However, in the world of business communication, when a company needs to proactively and at scale send important notifications, transaction updates, or marketing messages to customers, it must follow a set of rules that both protect user experience and prevent abuse.

Message templates are the core embodiment of those rules. They are not a restriction but a standardized, compliant, and efficient tool for proactive communication that allows businesses to reliably reach customers within a framework of implied user consent.

## 2. What is a message template? <a href="#id-2.-what-is-a-message-template" id="id-2.-what-is-a-message-template"></a>

A message template is a standardized message format that has been pre-reviewed and approved by Meta. Businesses can only use these approved templates to initiate conversations or send notifications to users outside the 24-hour customer service window. WhatsApp’s design philosophy is to protect users from harassment. Therefore, any non-user-initiated business message (business-initiated conversation) must follow a transparent, auditable format. The message template mechanism ensures:

* **User right to know**: The template has a clear structure so the user can immediately understand the message’s source and purpose.
* **User control**: Templates typically include clear unsubscribe or feedback options.
* **Quality control**: Meta filters out misleading, spammy, or low-quality content through review.

## 3. What is the difference from free messages?

To understand the “proactive” nature of message templates, you must compare them with “free messages”:

|                        | Message templates                                                                                  | Free messages                                                                             |
| ---------------------- | -------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------- |
| **Sending timing**     | Can be sent outside the 24-hour service window (when the user has not contacted for over 24 hours) | Only within the 24-hour service window (within 24 hours after the user initiated contact) |
| **Content format**     | <p>Fixed structure, must be submitted for approval in advance<br></p>                              | Flexible and free, depending on the conversation                                          |
| **Primary use**        | Proactively initiating utility, Authentication, marketing messages                                 | Responding to customer inquiries and engaging in conversation                             |
| **Sending permission** | Granted based on template approval and business verification                                       | Enabled by user’s proactive action                                                        |

**Simply put**: When you reach out to users, start with a message template; when users contact you, respond with free messages.

{% hint style="info" %}
Please note, the number of message templates under the same WABA must not exceed 250.
{% endhint %}

## For API creation of message templates

please refer to:

{% content-ref url="<https://app.gitbook.com/o/IqMhg9XvjP4HlaF1m4Wz/s/TjPy9fKSkRxSoNbS4f9T/>" %}
[API Reference (EN)](https://app.gitbook.com/o/IqMhg9XvjP4HlaF1m4Wz/s/TjPy9fKSkRxSoNbS4f9T/)
{% endcontent-ref %}