Glossary
WhatsApp Template Message
A standardized, pre-approved message layout required by Meta whenever a business initiates an outbound conversation with a customer or replies outside the active 24-hour customer service session window.
The 24-hour customer service window and template logic
When a customer sends a message to your business, a 24-hour rolling session window opens. During this period, your team and AI chatbots can exchange free-form text, images, files, and voice notes without template constraints.
Once 24 hours have elapsed since the user's last message, free-form messaging is restricted. To resume communication or reach out proactively, your business must send a pre-approved template message belonging to the Marketing, Utility, or Authentication categories.
Template structure and dynamic parameters
Approved templates support rich components: media headers (images, documents, or video), body text with numbered variable placeholders like {{1}} and {{2}} for customer names and order codes, optional footers, and interactive quick-reply or URL call-to-action buttons.
Agentzee streamlines template drafting and submits them directly to Meta's automated approval system, which typically approves compliant templates within minutes.
Questions people ask
How long does Meta take to approve a message template?
Meta's automated review system typically reviews and approves compliant templates within 2 to 15 minutes, though complex submissions may take up to 24 hours.
Can I modify a template once it has been approved?
Minor text edits can be submitted for re-review. If you need to fundamentally change the category or variable structure, you should create a new template.
Can templates be translated into multiple regional languages?
Yes. Meta supports localized variations of the same template across dozens of languages, including Hindi, Tamil, Telugu, and English, allowing you to tailor communications to regional preferences.
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