Templates are pre-approved messages used to start conversations or send business-initiated messages outside the customer service window. This guide explains how they work in Mersal and how to get them approved on the first try.
8 min read·Updated
What are WhatsApp templates?
A template is a reusable message format that Meta reviews and approves before you can send it. Once approved, you can send it to opted-in contacts and reuse it across campaigns and automations in Mersal.
When do you need a template?
You need a template whenever your business starts the conversation, or when you message a customer outside the 24-hour customer service window. Inside the service window, you can reply freely without a template.
Template categories
Every template belongs to a category, and choosing the right one matters for approval and pricing.
Marketing — promotions, offers, announcements, re-engagement and product updatesUtility — order updates, appointment reminders, payment confirmations and account updatesAuthentication — one-time passwords and verification codesService — free-form replies inside the customer service window (no template needed)
Template variables
Variables like {{1}} and {{2}} let you personalise a template with a name, order number or date. Use them responsibly and make sure each variable’s purpose is clear, or Meta may reject the template for missing context.
Buttons and media
Templates can include call-to-action buttons (for example, visit a link or call a number) and quick-reply buttons. Media templates can carry an image, document or video header. Keep buttons relevant and links matched to your business.
The template approval process
1
Draft in MersalWrite your template, pick a category and add variables or buttons.
2
Submit to MetaMersal sends it to Meta for review; approval is often quick but not guaranteed.
3
Use or fixOnce approved, use it in campaigns. If rejected, adjust and resubmit.
Why templates get rejected
Most rejections are avoidable. Common reasons include:
Too vague or missing contextMisleading contentVariables that are not explainedPromotional content submitted as utilityPolicy-sensitive contentA link that does not match the businessPoor grammar or unclear business identityToo many variables, or asking for sensitive information
Best practices
Make the message clear and specificUse variables responsiblyAvoid spammy wordingAdd opt-out wording for marketing where appropriateUse a recognisable brand nameKeep the message short with a clear call to actionMatch the category to the message purpose
Template examples
Marketing (EN): “Hi {{1}}, we have a new offer from {{2}}. Get {{3}} off until {{4}}. Tap below to view the offer.”
Utility (EN): “Hi {{1}}, your appointment at {{2}} is confirmed for {{3}} at {{4}}.”
Match the category to the intent: the appointment example is Utility, the offer example is Marketing. Submitting a Marketing message as Utility is a common rejection reason.
Key takeaways
Templates are Meta-approved messages for business-initiated sends.Choose the right category and explain every variable.Clear, compliant, well-categorised templates get approved faster.
Frequently asked questions
Meta reviews and approves templates. Mersal submits them for you and shows the status, but cannot guarantee approval.
Usually because it was vague, miscategorised, missing context for variables, or contained policy-sensitive content. Adjust and resubmit.
Yes. You can create templates in Arabic (or any supported language); the same category and clarity rules apply.
Yes. Templates support media headers and call-to-action or quick-reply buttons, as long as they are relevant and compliant.
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