On the official platform a business cannot send any message it likes, whenever it likes. If the customer has not written in the last 24 hours, the business may only send a template: a message whose wording Meta has approved in advance. Templates can have blanks for the name, the date, the amount, and buttons such as Confirm and Reschedule.
Why the review exists
WhatsApp stays useful because it is not full of spam. The review is how Meta keeps it that way. A template is checked for clear purpose, correct category, no misleading content and no banned products. Most honest business templates are approved within an hour; some take a day.
Utility or marketing
A utility template is about something the customer already has a relationship with: a booking reminder, a confirmation, a receipt, a fee notice, an order update. Meta charges for it per message, even while the customer's 24-hour window is open. A marketing template promotes something: a new batch, a festive offer, a recall for a check-up. It usually costs more per message, and the customer must have agreed to receive such messages. Meta reclassifies a template if the wording does not match the category, which changes the price, so write each one honestly.
What gets rejected
Vague messages with no clear purpose, blanks with nothing around them, URLs that are shortened, a marketing message labelled as utility, mixed languages inside one template, and anything about regulated goods. Spelling mistakes do not get a template rejected but they go out to every customer, so proofread.
What Dunnflow sets up
A library of templates in English, Hindi, Telugu, Tamil, Malayalam and Kannada: booking confirmed, reminders 24 hours and 2 hours before, feedback request, fee reminder, payment receipt, welcome opt-in, new batch announcement and recall. They are submitted on the client's account during setup and adjusted to the client's wording. The free copies are on the templates page of this site.