Last updated:
09.03.2026
Template message
A template message (message template) is a message text pre-screened and approved by Meta that businesses are allowed to send via the WhatsApp Business API to proactively contact customers or outside the 24-hour service window. Template messages are the standard for marketing campaigns, transactional messages, and notifications.
hellomateo offers complete template management: create templates, submit them directly to Meta, track approval status, and deploy them in campaigns immediately after approval.
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A template message is the counterpart to a free session message: While free communication is permitted within the 24-hour window, companies must exclusively use pre-approved templates outside this window or for proactive messages.
Why are template messages necessary?
Meta introduced this rule to prevent spam and abusive bulk messaging.