What is a message template and why are they necessary?

Tauben_Tenty — Mon, 14 Jul 2025 14:39:25 GMT

To send an outbound message to an end-user outside of a customer service window, a business must use a pre-defined template that's been approved by WhatsApp. These template messages belong to one of three categories, each with their own pricing structure: utility, authentication, or marketing.

Note: When configuring WhatsApp channel-specific templates using the Sinch Build Dashboard or the Sinch Provisioning API, you must select one of the above categories. You also have the option to allow Meta to change the category of a template you submit if the content of the template does not match the original category you selected. Note that, in this scenario, pricing changes may occur.

When you send an approved template message, Meta will charge based on the category of the message. This excludes utility template messages sent within a customer service window; Meta will waive the fee for utility template messages sent within a customer service window. Marketing and authentication template messages will always be charged by Meta, even when sent within a customer service window.

WhatsApp supports end-to-end security, so once the template message is sent, it cannot be analyzed for content policy adherence. So, by requiring businesses to use templates that have approved content, WhatsApp prevents the sending of disallowed content. In the message template, the business can specify variable parameters. Using these parameters, the business can provide additional details when sending a message using the approved template. WhatsApp inserts these details into the template message, allowing the business to personalize communications for its users.

For more technical details, refer to the WhatsApp template messages section of the Conversation API documentation.

Message template content

A message template can include a document, image, video, or location, but not an audio file or a sticker. Message templates can support video content (MP4 AAC, no larger than 100Mb pre-processed and no larger than 16Mb post-processed). Message templates also have the ability to support Rich Content, headers, footers and interactive Buttons:

Call to action	Initiate Voice Call (using the users voice plan) Click to a URL the button label text is static. A URL can be dynamic, for example, https://www.sinch.com/{{1}}. Or Static. The phone number to call is statically defined in the template:
Quick Reply	Up to a maximum of 3 Buttons for quick replies. The Button Label text is static and the function of those buttons can be defined in the code. Image and PDF attachment

A note about Sinch omni-channel message templates

When a business uses Sinch Conversation API for customer engagement, they may decide to use more than one channel. More specifically, the business may decide to use WhatsApp, along with other messaging services. It is important to note that an omni-channel message template is not the same as an approved WhatsApp message template, and an omni-channel message template can't necessarily be used to send messages outside of a customer service window on the WhatsApp channel. Additionally, omni-channel message template information resides strictly within Sinch. With approved WhatsApp message templates, the text is approved by Meta, and details of the approved message templates are stored by Meta.

Sending WhatsApp messages to your customers couldn’t be easier or more secure with the Sinch WhatsApp Business API – Learn more.

article What is a message template and why are they necessary? in WhatsApp

What is a message template and why are they necessary?