# WhatsApp message templates

## How to use WhatsApp message templates

1. [​Apply for a WhatsApp message template](/whatsapp-channel/channel-capabilities/whatsapp-message-templates/add-message-templates.md)
2. [Send the approved message template](/whatsapp-channel/channel-capabilities/whatsapp-message-templates/send-message-templates.md) 

## What is a WhatsApp message template?

A WhatsApp message template is used to send an outbound, business-initiated message to a customer. If your business wants to initiate a conversation with a customer for the first time or more than 24 hours after the customer last messaged the business, it is **required** to use a message template.

All message templates must be **approved** by WhatsApp before they can be sent to customers. Templates can only be sent to customers who have **opted in** and given you permission to send them messages.

### Template categories

All message templates fall into one of only three categories that is selected when [applying](/whatsapp-channel/channel-capabilities/whatsapp-message-templates/add-message-templates.md) for a new template:

* **Marketing** – Send promotional offers, product announcements, and more to increase awareness and engagement.
* **Utility** – Send account updates, order updates, alerts, and more to share important information.
* **Authentication** – Send codes or One-Time Pins (OTPS) that allow your customers to securely authenticate themselves or perform a function.

For more information and examples of Template Categorization, see [here](https://developers.facebook.com/docs/whatsapp/updates-to-pricing/new-template-guidelines).

### Template types <a href="#template-types" id="template-types"></a>

{% hint style="success" %}
See [Meta's documentation](https://www.facebook.com/business/help/722393685250070) for sample message templates.
{% endhint %}

The following template types are available:

* **Text template:** Create rich text-based message templates. Formatting options like bold, italic, pre-formatted, and strike-through are supported.
* **Media template:** Include media formats like images, documents, videos, and location in the header of the message. This allows you to send your customers rich notifications like a boarding card (PDF), movie ticket (QR code image), or pickup address.
* **Interactive text and media templates:** Include predefined buttons for interactive engagement with your customers. Two button types are supported:
  * *Call to action:* Let your customers call a phone number or visit a website.
  * *Quick reply:* Let your customer return a simple text message.

### Template languages

To see which languages Clickatell supports, [see this FAQ](https://www.clickatell.com/help-center/whatsapp/message-templates/what-languages-do-clickatell-support-for-whatsapp-message-templates/).

### Template variables

When using **variables** in your templates, ensure that you use number-type variables, e.g., **{{1}}, {{2}},** ... Clickatell does **not** currently support name-type variables.


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