A template message (HSM · Highly Structured Message) is a pre-approved standard message format sent via WhatsApp Business API. It contains variable placeholders ({{1}}, {{2}}) and falls into one of three categories: Marketing, Utility, Authentication.
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Categories:
- Marketing · campaign, discount, launch announcements. Highest price, strictest review.
- Utility · order confirmation, shipping notification, appointment reminder. Mid price.
- Authentication · OTP / 2FA / account verification. Lowest price.
Approval flow: prepare in BSP panel, submit to Meta, approval (or rejection reason) typically arrives within 2-24 hours. Repeatedly sending rejected templates damages your quality rating.
Example Marketing template: "Hi {{1}}, our {{2}} collection is 30% off through May 31. Shop now: [link]". Variables: name, collection.