WhatsApp templates in Adwix Connect: the template library and building your own (Episode 4)

Last updated: 18 October 2026 · Episode 4 of the Adwix Connect demo series · Presented by Shashi Pundir, Co-Founder, Adwix Media

What is a WhatsApp message template?

A template is a message you write once and Meta approves before you can send it. WhatsApp uses templates to stop spam.

You need a template in two situations:

• When you start the conversation, for example sending an offer or a reminder
• When the customer’s last message was more than 24 hours ago

The Templates page in Adwix Connect lists every template you have, with its status, Meta’s quality rating, and how many were sent, read and clicked. So you always know which message actually works.

The shortcut: use the Template library

Click Template library to see around a hundred ready-made utility and authentication templates written by Meta itself.

1. Filter by category: Utility or Authentication.
2. Filter by industry, for example E-commerce.
3. Filter by topic, like order management, payments or account changes.
4. Choose a language. Hindi is included.
5. Click Use, add your details and submit.

Because Meta wrote these, they are almost never rejected. Marketing templates are not in the library, though. Those you write yourself.

Which template category should you choose?

Meta reviews and charges each category differently, so picking the right one matters:

Category	Use it for	Example
Marketing	Anything that sells or promotes	Offers, new launches, free audit invites
Utility	Updates the customer is expecting. Cheaper, but no sales pitch	Booking confirmations, receipts, reminders
Authentication	One-time login codes only	OTP for sign-in

What types of marketing templates can you make?

• Default: an image or video with your own text and buttons. Best for most offers.
• Catalogue: connects your product catalogue so people can browse and buy.
• Carousel: 2 to 10 swipeable cards, each with its own image and buttons.
• Limited-time offer: adds a live countdown and an offer code that expires.
• Buy now · Checkout: lets customers pay right inside WhatsApp.
• Flows: sends a form for enquiries, appointments or surveys.
• Calling permissions request: asks if you can call the customer on WhatsApp.

How to create your own template, step by step

In the video we build a template for our free WhatsApp growth audit. Here is the same process:

Step 1: Start a new template

Click + New Template. There are three simple stages: set it up, write it, and submit it. Choose Marketing, then Default, and click Next.

Step 2: Name it and choose the language

Use small letters and underscores, no spaces. For example adc_growth_audit. Then pick the language.

Step 3: Add an image

Under Media sample, choose Image and upload your picture. A clear image gets far more attention than plain text.

Step 4: Write the message with a variable

The {{1}} is a variable. When you send it, it is replaced with each customer’s name, so Rahul sees “Hi Rahul”. Every message feels personal, even when it goes to a thousand people.

Step 5: Add a footer

Add a short line like Reply STOP to unsubscribe. An opt-out line keeps your number healthy.

Step 6: Add buttons

Add two quick replies: Book my audit and Not now. You can also add a website link, a call button, or a copy-code button for discount offers.

Step 7: Check two settings most people miss

• Message validity period: so a time-sensitive offer never lands hours late.
• Category review box: lets Meta move your template to the right category instead of rejecting it. Keep it ticked.

Step 8: Preview and submit

The phone preview on the right shows exactly what your customer will see. Click Submit for Review. Meta often approves it within minutes.

Tips to get your template approved first time

1. Pick the right category. Offers are always Marketing.
2. Write clearly. Say who you are and why you are messaging.
3. Don’t start or end the message with a variable. “Hi {{1}},” in the middle of a sentence is fine.
4. Avoid ALL CAPS, lots of emojis and pushy wording.
5. Add an opt-out line on marketing messages.
6. Use a clear name so you can find the template later.

Key terms in plain English

Template

A message Meta approves in advance, needed to start chats or message someone after 24 hours.

Variable

A placeholder like {{1}} that is replaced with each customer’s details, such as their name.

Quick reply button

A button the customer taps to reply, instead of typing.

Validity period

How long WhatsApp keeps trying to deliver a message before it stops.

Category

The type of template (Marketing, Utility or Authentication), which decides how Meta reviews and charges it.

Frequently asked questions

What is a WhatsApp message template?

It is a message Meta approves in advance. Businesses must use one to start a conversation or to message a customer more than 24 hours after their last message.

How long does WhatsApp template approval take?

Meta often approves templates within minutes, though some take longer. Templates from the built-in library are rarely rejected because Meta wrote them.

What is the difference between marketing and utility templates?

Marketing templates promote or sell something. Utility templates are updates the customer expects, like confirmations and reminders. Utility costs less but cannot contain a sales pitch.

Why was my WhatsApp template rejected?

Common reasons are the wrong category, unclear or pushy wording, a variable at the very start or end, or missing details. Fix the issue and submit again.

Can I create WhatsApp templates in Hindi?

Yes. You can choose Hindi and many other languages when you create a template, and the library includes Hindi templates.