If you're using WhatsApp Business to grow your brand, you've probably heard about message templates, the pre-approved messages businesses use to send notifications, alerts, and updates to customers. But before you can send these messages, they need to go through WhatsApp's approval process.
Sounds technical? Don't worry. In this blog, we'll break down exactly how message template approval works, why it matters, how to avoid rejections, and how duochat makes the entire process faster and stress-free.
By the end, you'll know everything you need to get your templates approved without delays.
| Reason | Bad Example | Better Alternative |
|---|---|---|
| Overly promotional | "FREE!!! 90% OFF!!! HURRY NOW!!!" | "Hi {{name}}, enjoy 20% off on your next order today!" |
| Vague or misleading | "Click here for a surprise gift." | "Hi {{name}}, claim your ₹500 gift voucher here: {{link}}." |
| Policy violations | "Get instant loans now!" | "Hi {{name}}, explore our approved credit plans here: {{link}}." |
| Wrong formatting | "Hi {{name {{id}}" | "Hi {{name}}, your booking #{{id}} is confirmed." |
What Are WhatsApp Message Templates?
WhatsApp message templates are pre-approved formats that businesses use to send messages outside the 24-hour customer service window.
When a customer messages you, you can reply freely for the next 24 hours. But after that, you cannot send promotional or transactional messages without using a pre-approved template.
Why WhatsApp Requires Template Approval
WhatsApp's mission is simple: keep conversations meaningful and spam-free. Unlike email and SMS, WhatsApp wants users to feel safe and valued, not bombarded with random promotions.
The approval process ensures:
- No spam - Users don't get irrelevant bulk messages
- High-quality communication - Templates must be clear and useful
- Policy compliance - Businesses must follow WhatsApp's commerce and messaging rules
- Better customer experience - Customers receive relevant, personalized updates
If you skip compliance or try to send unapproved templates, your business account can be restricted or even banned.
How the WhatsApp Template Approval Process Works
Using duochat, creating and submitting templates for approval is quick and beginner-friendly. Let's break it down step by step:
Step 1: Create Your Template
Head over to your duochat dashboard and click "Create New Template."
- Choose template type - Transactional, promotional, OTP, alerts, etc.
- Write your message - Keep it clear, short, and direct.
- Add placeholders - Use variables like {{name}} or {{order_id}} where needed.
- Select language - English, Hindi, or any supported language.
- Optional media - Add images, videos, or buttons for CTAs (e.g., "Track Order" or "Shop Now").
Step 2: Submit for Approval
- After finalizing your template, click Submit on duochat.
- duochat sends it directly to Meta's WhatsApp review team for verification.
- WhatsApp takes up to 24 hours to review your template.
- During this stage, they check for policy compliance, correct formatting, and clarity.
- Your template may be rejected if it contains vague content, unnecessary promotional language, or improperly used placeholders.
Step 3: WhatsApp's Review Process
Meta uses a combination of automated systems and human reviewers to check your template. They evaluate:
- Compliance - Does your message follow WhatsApp's rules?
- Clarity - Is your message easy to understand?
- Relevance - Does it match the selected category?
- Formatting - Are placeholders and variables correct?
- Tone - Is the message polite, respectful, and non-spammy?
Step 4: Approval or Rejection
- If approved - You'll see a green "Approved" status on duochat. You can start using it immediately
- If rejected - WhatsApp will provide specific reasons.
- Fix & resubmit - Edit your template on duochat and resubmit instantly.
Approval usually takes 15 minutes to 24 hours, depending on complexity.
Best Practices for Faster Approvals
To avoid delays and boost approval chances:
- Keep it short & simple - Avoid long, complicated sentences.
- Use a polite tone - Always sound friendly and respectful.
- Personalize messages - Use placeholders like {{name}} for better engagement.
- Stay transparent - Be upfront about the purpose of your message.
- Segment templates - Keep different templates for OTPs, updates, and promotions.
- Follow WhatsApp policies - Always double-check your content.
How duochat Simplifies the Process
Without duochat, managing message template approvals can be time-consuming and stressful. But with duochat, everything becomes easy and automated:
- One-click submissions - Create and send templates instantly
- Real-time status tracking - See whether your template is pending, approved, or rejected
- Built-in compliance check - duochat highlights risky words or errors before submission
- Easy resubmission - Edit and resubmit templates in seconds
- Faster approvals - Optimized formatting increases approval success rates
Whether you're running a mall store or managing large-scale campaigns, duochat helps you save time and avoid costly mistakes.
