Message template
A message whose wording Meta has approved in advance, used when the business starts a conversation.
Outside the 24-hour window a business may only send templates. A template has fixed wording with blanks for things like the customer's name, a date or an amount, and can carry buttons such as Confirm and Reschedule.
Each template is submitted to Meta, reviewed, and given a category (utility or marketing) that decides its price. Most are approved within an hour.
Why it matters
Reminders, receipts, fee notices and offers are all templates. Without approved templates a business can only reply, never reach out.
Go deeper
Message templates, explainedRelated terms
- Utility messageA template about something the customer already has with you: a reminder, confirmation or receipt. Meta charges for it per message.
- Marketing messageA template that promotes something: an offer, a new batch, a recall. Charged per message, and sent only with the customer's consent.
- 24-hour windowThe period after a customer's message in which the business may reply freely without a template.
- Quality ratingMeta's green, yellow or red score for a number, based on how customers react to its messages.
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