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WhatsApp templates and the 24-hour rule

When you can write freely on WhatsApp, when you need an approved template, and how to create, sync and send one.

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WhatsApp has one rule that shapes everything: you can write freely to someone only within 24 hours of their last WhatsApp message to you. Outside that window, WhatsApp only delivers a template that Meta has approved in advance. Every message to a list is outside the window for most people, so list sends always use a template.

Before you start

  • WhatsApp connected on the Texting page.
  • For list sends, contacts whose WhatsApp consent is granted.

Steps

Create a template

  1. Open Contacts, select at least one person, press ··· in the selection bar and choose Send WhatsApp. The WhatsApp template panel is at the top of the window.
  2. Press New template. The New WhatsApp template window opens.
  3. Name: lowercase letters, numbers and underscores only, for example workshop_reminder.
  4. Category: Marketing (offers, news), Utility (appointment reminders, order updates) or Authentication (one-time codes).
  5. Language: the language the text is written in, for example English (UK).
  6. Header (optional, up to 60 characters) and Footer (optional, up to 60, for example Reply STOP to unsubscribe).
  7. Body (up to 1,024 characters). Use {{1}}, {{2}} and so on for personal details: Hi {{1}}, your candle workshop is on {{2}}. See you there!
  8. Under Example values, give a realistic example for each: Sam, Saturday 4 October at 10:00. Meta needs these to review it.
  9. Check the Preview, then press Submit for approval. A message says Template submitted — Meta will review it shortly.

Check for approval

  1. Open Send WhatsApp again and press Sync. You see, for example, 2 approved templates ready to send. or WhatsApp answered, but none of the templates are approved yet.

Send a template to a list

  1. Select the people on Contacts and choose ··· › Send WhatsApp.
  2. Choose the template in Choose a template… (with one approved template, it is chosen for you), and fill in a value for each slot, such as {{first_name}}.
  3. Check the Preview, which shows the message as the first person will read it.
  4. Optionally switch on Fall back to SMS and write a text for anyone WhatsApp won't deliver to.
  5. Fill in Action name, choose when to send, tick the confirmation box and press Send messages (or Schedule).

What happens next

  • Marketing › WhatsApp lists each send with Sent, By SMS (fallback texts), Failed and When.
  • Only approved templates are offered. Pending or refused ones are counted, not listed.
  • In Conversations, you can reply freely for 24 hours after the person's last WhatsApp message.

Troubleshooting

"WhatsApp only allows a free message within 24 hours of their last message to you. Outside that window it must be an approved template." The window has closed. Send a template from Contacts, or reply by text or email.

"No approved templates yet" Your templates are waiting for Meta, or were turned down. Press Sync after Meta has answered. A template filed under the wrong category is a common reason for refusal; resubmit it under the right one.

"Variables must be numbered from 1. {{2}} is missing." Number the slots in order with no gaps: {{1}}, {{2}}, {{3}}.

"Provide an example for each of the 2 variables." Fill in every box under Example values.

"That template is not approved for this business. Press Sync and pick one from the list." Meta paused or withdrew the template after you picked it. Press Sync and choose again.

A workflow's WhatsApp step didn't arrive. Workflow WhatsApp steps send free text, which only arrives inside the 24-hour window. Use a text step for people who haven't messaged you recently.

Related

Still stuck?

Email support@opusfunnel.com with the page you were on. A person replies, usually within one business day.

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