WhatsApp message templates: 30 examples for marketing, utility and authentication

Divya Hegde runs a pet supplies shop in Mangaluru with two staff and a delivery boy on a scooter. When she moved customer messages onto the WhatsApp Business Platform, the first thing she needed wasn’t software. It was a set of WhatsApp message templates: a welcome, a weekend offer, a “your dog food is back” alert, a payment reminder for the kennel owners who buy on credit. She wrote them on a Sunday, got two rejected for starting with a name, and had all of them approved by Tuesday.

Here are thirty, grouped by category, each with the category Meta is likely to give it and why.

How to read the examples

A template is a message Meta approves before you can send it. You need one to start a conversation, or to message someone whose last message to you is more than 24 hours old. The parts in double braces are variables you fill in at send time: {{1}} is the first, {{2}} the second. Lines in square brackets are buttons.

Rates below are Meta’s India prices per delivered message, before GST, from the rate card effective 1 July 2026, which the 1 October 2026 card left unchanged:

Category	What it’s for	Price to an Indian number
Marketing	Offers, launches, festive messages, anything promotional	₹0.8631
Utility	Updates about something the customer did or asked for	₹0.115
Authentication	One-time passwords, from Meta’s fixed wording	₹0.115

Since 1 October 2026, utility templates are charged even when the customer has a chat open with you. Our guide to how Meta categorises messages covers the rules in full. The short version: you pick a category when you submit, and Meta decides what it really is.

Rules every example follows

These are the format rules from Meta’s template review page. Break one and the template comes back rejected.

• Don’t start or end the body with a variable. “Hi {{1}},” is fine. “{{1}}, your order…” is not.
• Number variables in order with no gaps, and keep symbols such as ₹, # and % outside the braces.
• Leave enough fixed text around the variables that the message makes sense on its own.
• Give every variable a realistic sample when you submit. “Bruno’s food” reads better to a reviewer than “test”.

The size limits from Meta’s components page: header text 60 characters, body 1,024, footer 60, button text 25. A template can carry up to 10 buttons in total, of which at most two can open a website, one can call a phone number and one can copy a code.

WhatsApp’s own formatting works in the body: asterisks for bold, underscores for italics. Use it on one thing, usually a date or an amount. If a template gets rejected anyway, our list of rejection reasons and fixes goes through each one.

Marketing templates: welcome and offers

Every template in this section is marketing at ₹0.8631. Send them only to people who agreed to hear offers from you. Meta also caps how many marketing messages one person receives from all businesses combined, so a template people ignore today makes the next one less likely to arrive.

1. Welcome after opt-in

Hi {{1}}, thanks for joining {{2}} on WhatsApp. We'll send you new arrivals and offers here, about twice a month. Reply STOP any time to stop them.
[Button: See what's new]

Marketing, because it promises offers. Meta lists opt-in confirmations as utility, so a bare “you’re subscribed, reply STOP to leave” can pass as utility. Add a word about deals and it becomes mixed content, which Meta bills as marketing. Saying how often you’ll write sets an expectation you can keep.

2. First-order discount

Hi {{1}}, here's {{2}}% off your first order with us, valid until {{3}}. Use the code below at the counter or on our website.
[Copy code: {{4}}]

Marketing. The copy-code button saves retyping.

3. Weekend offer

This weekend at {{1}}: {{2}} on {{3}}. Saturday and Sunday only, while stock lasts.
[Button: Shop now]
[Button: Not interested]

Marketing. The “Not interested” button gives people a quiet way out, which is better for you than a block.

4. Sale ending tonight

Hi {{1}}, our {{2}} ends tonight at {{3}}. Your saved items are still in the sale.
[Button: View my items]

Marketing. Send it once. A second “last chance” two hours later is how numbers get blocked.

5. Price drop on something they looked at

Hi {{1}}, the {{2}} you asked about is now ₹{{3}}, down from ₹{{4}}. The new price holds until {{5}}.
[Button: Reserve one]

Marketing, even though the customer asked about the product first. Any message meant to bring someone back to buy is retargeting.

6. New arrivals

New this week at {{1}}: {{2}}. Tap below to see the full range before it goes on the shelf.
[Button: See new arrivals]

Marketing. Put a product photo in the header; it does more work than a third line of text.

7. Win-back

Hi {{1}}, it's been a while since your last visit to {{2}}. Here's {{3}} off your next order this month, as a welcome back.
[Button: Order again]
[Button: Stop offers]

Marketing. Send win-backs to a small group first and watch the block rate before you send to everyone.

8. Referral ask

Hi {{1}}, glad you liked your order from {{2}}. Know someone who would too? Share your code {{3}} and you both get ₹{{4}} off.

Marketing. Keep it for customers who have bought at least twice.

Marketing templates: festive and seasonal

Indian shops send most of their year’s marketing between Navratri and New Year. Create these templates a week or two before you need them. New templates can be paced by Meta on their first sends, and a flash sale has no time for that. Our Diwali send plan covers timing and budget.

9. Festive sale announcement

Diwali at {{1}}: {{2}} off on {{3}}, from {{4}} to {{5}}. Free delivery within {{6}}.
[Button: See festive offers]

Marketing. Name the dates. “Limited period” makes people wait for the next message.

10. Festive greeting

Wishing you and your family a happy {{1}} from all of us at {{2}}. Thank you for shopping with us this year.

Marketing, with no offer in it at all. Meta lists greetings and loyalty thank-yous under relationship building, which is a marketing use. If you’re paying 86 paise for it anyway, some shops add the offer.

11. Pre-order before a festival

Hi {{1}}, {{2}} orders for {{3}} close on {{4}}. Book yours now and pick it up on {{5}}.
[Button: Book now]
[Button: Ask a question]

Marketing. Good for sweets and gift hampers, where the shop needs a count in advance.

12. Wedding season

Wedding season orders are open at {{1}}. Book a {{2}} by {{3}} and get {{4}} with it.
[Button: Book a slot]

Marketing. Tailors, jewellers and caterers use this one most.

13. Event or workshop invitation

Hi {{1}}, you're invited to {{2}} at {{3}} on {{4}}, {{5}}. Entry is free; seats are limited to {{6}}.
[Button: Reserve my seat]

Marketing. Once someone reserves, the confirmation and the reminder can be utility (see 23 and 24).

Marketing templates: restock and reorder

14. Back in stock

Good news, {{1}}: {{2}} is back in stock at {{3}}. We've kept {{4}} aside for customers who asked.
[Button: Order now]

Treat it as marketing, even when the customer asked to be told. It exists to make a sale, and Meta lists retargeting and personalised recommendations as marketing.

15. Reorder reminder

Hi {{1}}, your last pack of {{2}} was {{3}} weeks ago. Shall we send the same again?
[Button: Yes, send it]
[Button: Change my order]
[Button: Not now]

Marketing. This is the one Divya sends most. Dog food runs out on a schedule, and the “Yes, send it” tap goes straight to her staff.

Utility templates: feedback

Feedback is where the category catches people out. Meta’s rule is that a feedback request is utility only when it refers to a specific order or interaction. A general “rate us” message will not be approved as utility.

16. Feedback on a specific order

Hi {{1}}, your order {{2}} was delivered on {{3}}. Was everything as expected?
[Button: All good]
[Button: Something's wrong]

Utility, because it names the order. The second button matters more than the first: it catches problems before they become reviews.

17. Feedback after a visit

Hi {{1}}, thank you for visiting {{2}} on {{3}}. How was your appointment with {{4}}?
[Button: Great]
[Button: Could be better]

Utility. Keep any “book your next visit” line out of it, or the whole template becomes marketing.

18. Feedback after a support chat

Hi {{1}}, you chatted with us about {{2}} on {{3}}. Did we sort it out?
[Button: Yes, thanks]
[Button: No, still stuck]

Utility. Send it the next day, not the same hour.

19. General review request

Hi {{1}}, if you've enjoyed shopping at {{2}}, we'd be grateful for a short review. It takes a minute.
[Button: Write a review]

Marketing, and here for contrast with 16 to 18. It mentions no order, so Meta treats it as promotion.

Utility templates: payments

Payment reminders can be firm. They can’t threaten. Meta’s review page gives “pay or face legal action” as an example of what gets rejected.

20. Payment due

Hi {{1}}, a reminder that ₹{{2}} for {{3}} is due on {{4}}. You can pay by UPI or at the counter.
[Button: Pay now]

Utility. Meta lists “your monthly payment for a service will be billed on a date” as a utility example.

21. Payment overdue

Hi {{1}}, our records show ₹{{2}} for invoice {{3}} was due on {{4}} and is still open. If you've already paid, please reply with the reference so we can update it.
[Button: Pay now]
[Button: I've paid]

Utility. “I’ve paid” saves your accounts person a phone call. This is the template Divya uses for the kennel owners.

22. Payment received

Hi {{1}}, we've received ₹{{2}} for {{3}} on {{4}}. Thank you. Your balance is now ₹{{5}}.

Utility. A receipt needs no button.

Utility templates: appointments and bookings

Clinics, salons, coaching centres and service businesses send these all day. Our clinic reminders playbook covers timing and no-shows in detail.

23. Booking confirmed

Hi {{1}}, your {{2}} at {{3}} is confirmed for {{4}} at {{5}}. Please arrive ten minutes early.
[Button: Get directions]
[Button: Reschedule]

Utility. Keep the address behind the directions button.

24. Reminder the day before

Hi {{1}}, a reminder of your {{2}} tomorrow, {{3}}, at {{4}}. Will you be coming?
[Button: Yes, I'll come]
[Button: Reschedule]
[Button: Cancel]

Utility. The three buttons turn a reminder into a confirmation list your front desk can work from.

25. Missed appointment

Hi {{1}}, we missed you at your {{2}} appointment today at {{3}}. Would you like to book another time?
[Button: Book again]
[Button: Call us]

Utility, as long as it stays about the missed booking. Add a discount to tempt them back and it’s marketing.

26. Technician or delivery visit

Hi {{1}}, {{2}} from {{3}} will visit on {{4}} between {{5}} and {{6}} for your {{7}} installation. Please keep the area clear.
[Button: Change the slot]

Utility. It saves appliance and furniture shops a lot of “where is he?” calls.

27. Low balance on a plan

Hi {{1}}, you have {{2}} {{3}} left on your {{4}} plan. Top up by {{5}} to keep using it without a break.
[Button: Top up]

Utility. It follows Meta’s own account-alert example, and suits a gym, a tiffin service or a coaching centre selling session packs.

Authentication templates: one-time passwords

Authentication templates don’t work like the rest. Meta fixes the body text: “{{1}} is your verification code.” You can add Meta’s optional security line and an expiry footer, and choose a button. You can’t write your own wording, add a URL or media, or use emojis, and the code itself must be 15 characters or fewer.

28. Code with a copy button

{{1}} is your verification code.
[Copy code]

The simplest form. It works on any phone.

29. Code with security line and expiry

{{1}} is your verification code. For your security, do not share this code.
This code expires in {{2}} minutes.
[Copy code]

Use this for anything involving money or an account. The security line is Meta’s wording, not yours.

30. One-tap autofill for your Android app

{{1}} is your verification code.
[One-tap autofill: Autofill]

On Android, one-tap autofill drops the code straight into your app. Zero-tap, which needs no tap at all, takes developer work in the app. On iOS 26 and later, the keyboard suggests the code from authentication templates by default.

Industry packs

Two sectors have their own full sets, with the wording written around their workflow:

• 12 templates for a Shopify store: order, shipping, refund, cart and restock messages.
• 12 templates for real estate: portal enquiries, site visits, payment demands and possession.

If you’re new to terms like “customer service window” or “opt-in”, the WhatsApp Business glossary has short definitions.

Before you submit any of these

Read each template aloud with the samples filled in, as the customer will see it. Then ask one question of every utility template: would it still make sense if you had nothing to sell? If the answer is no, submit it as marketing and price the send at 86 paise, because that’s what Meta will charge anyway.