Why templates exist
WhatsApp has strict rules to protect users from spam. You can reply freely only during a 24-hour window that starts when a contact messages you first. After that window, or for a brand-new contact, Meta requires you to use an approved template. Templates prove to Meta that:- The message is pre-reviewed and safe.
- Users receive predictable content, not surprise promotions.
- Sending businesses are accountable for their messaging.
Templates are the only way to start a conversation or reach a contact outside the 24-hour session. Once the contact replies, you can send free-form messages for the next 24 hours.
Template categories
When you create a template in Xobito, you choose one of two categories:Marketing
Promotional messages — offers, launches, announcements, newsletters.
Utility
Transactional messages tied to a specific action — order confirmations, shipping updates, appointment reminders.
| Category | Use case | Consent |
|---|---|---|
| Marketing | Offers, launches, newsletters | Explicit opt-in from the contact |
| Utility | Order status, appointment reminders, delivery updates | Relationship-based (prior transaction) |
Template parts
A template has four possible parts:| Part | What it is | Required? |
|---|---|---|
| Header | Text, image, video, or document at the top | Optional |
| Body | The main message text, with optional variables like {{1}}, {{2}} | Required |
| Footer | Small grey text at the bottom | Optional |
| Buttons | Tappable buttons below the message | Optional |
Template lifecycle
Every template in Xobito has one of four statuses:| Status | Meaning | What you can do |
|---|---|---|
| DRAFT | Saved but not yet submitted to Meta. | Edit freely. Submit when ready. |
| PENDING | Submitted. Meta is reviewing. | Wait for Meta’s decision. |
| APPROVED | Usable immediately. | Send in campaigns, chat, and automations. |
| REJECTED | Meta declined it. | Review, edit, and resubmit. |
Only APPROVED templates can actually be sent through Xobito. Sending attempts using a DRAFT, PENDING, or REJECTED template are blocked.
Approval process at a glance
You design it
Pick category, language, and fill in the content. See Create a Template.
Meta reviews it
Meta assigns the template a
template_id and sets its status to PENDING while their reviewers look at it.Where templates get used
- Live chat — start a new conversation with any contact.
- Campaigns — broadcast the template to a group of contacts.
- Template bots — schedule the template to send on a delay or trigger.
- API — send the template from your own systems.
Static vs. dynamic templates
- Static template — fixed text. Every recipient sees the same message.
- Dynamic template — uses variables (
{{1}},{{2}}…) that are filled in per recipient at send time.
Quick rules to follow
Always have consent
Always have consent
For Marketing templates, only send to contacts who have opted in to receive marketing messages from you. No consent increases rejection risk and the chance of quality penalties.
Write in the language you tagged
Write in the language you tagged
A template tagged
en_US must be written in US English. A Spanish template tagged es must be in Spanish. Mismatches get rejected.Keep variables meaningful
Keep variables meaningful
Don’t use
{{1}} to replace a whole sentence. Variables should be short and specific: a name, an order number, a date.Don't promote in Utility templates
Don't promote in Utility templates
Utility means transactional. Adding “Check out our sale!” to an order confirmation will get the template re-categorised or rejected.
Test with one recipient first
Test with one recipient first
Before using a newly approved template in a large campaign, send it to yourself or a test contact to see how variables merge in practice.
Quick links
Create a Template
Step-by-step walkthrough.
Dynamic Templates
Personalise each recipient’s message with variables.
Meta Approval
Submission, timing, and rejection guidance.
Variables & Media
Headers, media uploads, and buttons.