Template Guidelines
What is a WhatsApp Message Template?
A WhatsApp message template is a pre-approved message format that allows you to send messages to users after 24 hours of their last interaction.
Used for:
Lead follow-ups
Appointment reminders
Order / service updates
Payment reminders
Notifications
Message Categories
Category
Purpose
Example
Transactional
System or service updates
Appointment reminder
Account Updates
Profile or verification alerts
KYC approved
Engagement
Soft opt-in or follow-ups
“Would you like project updates?”
Marketing (Restricted)
Only after user opt-in
New offer announcement
Template Format
Each template must follow this structure:
Header (optional) Short title or image
Body (mandatory) Main message content
Footer (optional) Opt-out or disclaimer text
Buttons (optional) Call-to-action options
Using Variables (Placeholders)
Use numbered placeholders only.
Example
Meaning
{{1}}
Customer Name
{{2}}
Date
{{3}}
Time
{{4}}
Link / Location
Correct: Hi {{1}}, your site visit is scheduled on {{2}} at {{3}}.
Incorrect: Hi {{name}}, your visit is on {{date}}.
Language & Tone Standards
Rule
Example
Use polite neutral tone
“We’d be happy to assist you.”
Avoid pressure words
Hurry, Limited, Act now
Regional languages allowed
Marathi / Hindi / English
One intent per message
Do not mix reminder + sales
Content Rules
Do’s
Mention your brand clearly
Keep language simple and human
Add unsubscribe option
Personalize using placeholders
Don’ts
No promotional spam
No misleading offers
No ALL CAPS
No emojis in transactional messages
Sample Template
Body: Hi {{1}}, this is SR Constructions. You had connected with us during the recent property expo.
Would you like to receive updates on new projects and site visits?
Buttons:
Yes, share details
Not interested
Footer: Reply STOP to unsubscribe.
Template Naming Convention
Format: [Brand]_[UseCase]_[Language]_[Version]
Example: AngoorAI_StoreVisitReminder_EN_v1
Common Rejection Reasons
Issue
Example
Missing business name
No brand mentioned
No opt-out
Footer missing
Over-promotion
“Buy now!!! Limited time!!!”
Wrong placeholders
Using {{name}} instead of {{1}}
Media Restrictions & Supported Sizes
When using media in WhatsApp templates (e.g., image, video, document), adhere to the following supported file types and size limits to ensure successful delivery and avoid template rejection or API errors.
Images
Image Type
Extension
MIME Type
Max Size
JPEG
.jpeg
image/ jpeg
2 MB
PNG
.png
image/ png
2 MB
Best Practices:
Recommended Aspect Ratio: 1.91:1 (e.g., 1125 × 600 px) for best display
Keep the main subject centered to avoid cropping on small screens.
Do not exceed the limit; larger files risk rejection or failure to send.
Other media types
Media Type
Format
Maximum Size
MIME-type
Audio
AAC, AMR, MP3, MP4 Audio, OGG Audio (OPUS codecs only)
16 MB
AAC: audio/aac
Document
Text, Microsoft Excel, Microsoft Word, Microsoft PowerPoint, PDF
100 MB
Text: text/plain
Image
JPEG, PNG
2 MB
JPEG: image/jpeg
Sticker
Animated and Static WebP
500 KB
WebP: image/webp
Video
3GPP, MP4 Video (H.264 video codec and AAC audio codec)
16 MB
3GPP: video/3gp
Best Practices:
Ensure correct encoding & format before uploading.
WhatsApp displays the first frame as the preview thumbnail.
Final Checklist Before Submission
Business name included
Opt-out added
Placeholders verified
Clear use case
Simple, non-spammy language
Compliance Note
All templates must comply with WhatsApp Business Policy and applicable communication regulations. Any rejected template must be reviewed and corrected before resubmission.
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