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Message Templates & the 24-Hour Window

Create, submit, and send Meta-approved message templates to reach a customer outside WhatsApp's 24-hour reply window.

Last updated 2026-08-19

WhatsApp only allows a business to send a free-form message within 24 hours of a customer's last message. Outside that window, the only messages WhatsApp allows are pre-approved "templates" — fixed-format messages that Meta reviews and approves in advance. You can create and submit new templates directly from the Templates page, and WhatsApp Cloud also automatically pulls in every template your business has had approved, making them available right from the inbox when you need one.

Create and submit a new template

Write a template and send it straight to Meta for approval — no need to use Meta's own WhatsApp Manager separately.

  1. Go to the Templates page and click "Create new template."
  2. Give it a name (lowercase letters, numbers, and underscores only), pick a category (Marketing, Utility, or Authentication), and choose a language.
  3. Optionally add a short Header line shown in bold above the message — it can hold one variable too (e.g. your business name), added the same way.
  4. Write your message in the Body box. To personalize it — e.g. insert a customer's name or order number — click "Add a variable" instead of typing it yourself.
  5. Enter one real example value per variable you added, separated by commas, in the same order — Meta requires this to review the template.
  6. Optionally add static footer text, and up to three buttons (quick reply, website link, or call phone number).
  7. Check the live preview on the right, which shows exactly how the message will look, then click "Submit for approval."
Approval usually takes a few minutes to a day. The template shows as "Pending" until Meta decides.
The header can hold at most one variable (Meta's own limit) and text only — no image/video header yet. Buttons stay static — no variables in a button's link or text yet. If you need those, add the template directly in Meta's WhatsApp Manager instead, then use the sync feature below to pull the result in.

Automatic template syncing

Templates you've had approved — whether created here or directly through Meta's WhatsApp Manager — are pulled into WhatsApp Cloud automatically. You don't need to re-enter or re-upload anything either way.

  1. Templates sync automatically the first time you open a conversation outside the 24-hour window.
  2. To refresh the list on demand, use the "Sync now" button on the Templates page, or the "Refresh templates" link shown in the composer.

Send a template message

When you open a conversation outside the 24-hour window, the composer automatically switches from a plain text box to a template picker.

  1. Open the conversation. If it's outside the 24-hour window, you'll see a template picker instead of the normal text box.
  2. Choose an approved template from the dropdown.
  3. If the template has variable placeholders — in the header, the body, or both — fill them in; a live preview shows exactly what will be sent.
  4. Press Send.
If your account has no approved templates yet, you'll see a message explaining that, with a manual sync link — check back once you have at least one approved template.

Frequently Asked Questions

What is the 24-hour window?

It's a WhatsApp platform rule: a business can only send a free-form message within 24 hours of the customer's last message to them. After that, only pre-approved templates can be sent. This protects customers from unsolicited business messages.

Can I create a new template from WhatsApp Cloud?

Yes — go to the Templates page and click "Create new template." Write your message, add any variables with the "Add a variable" button, and submit it straight to Meta for approval. You can also still create templates directly in Meta's WhatsApp Manager if you prefer; either way, WhatsApp Cloud picks up the approved result automatically.

What's a variable, and how do I add one?

A variable is a placeholder that gets filled in differently for each customer — like their name or an order number — instead of writing one fixed message for everyone. When creating a template, put your cursor where you want it and click "Add a variable" — you don't need to type anything yourself.

Why don't I see a template I know was approved?

Try the "Sync now" button on the Templates page (or "Refresh templates" in the composer) to re-sync the latest list from your WhatsApp Business account. If it's still missing, double check it shows as approved (not pending or rejected) on the Meta side.

Can I put someone's name or order number into a template automatically?

Yes — if the template has variable placeholders, you'll get an input for each one when sending, along with a live preview before you send.

Can I edit a template after submitting it?

Not yet — templates can be created and deleted, but not edited once submitted. If you need to change one, delete it and create a new version instead.

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