WhatsApp Business API · Templates

WhatsApp Message Templates

To start a conversation on WhatsApp you send an approved template. Here are the categories Meta supports, what each is for, and the rules that keep your messages deliverable.

Template categories

Marketing

Offers, promotions, campaigns and product announcements. Requires opt-in and must include an opt-out option.

Utility

Invoices, order updates, appointment and payment reminders tied to a specific transaction.

Authentication

One-time passwords and login verification codes.

Service

Free-form replies to a customer inside the open 24-hour service window.

What an approved template looks like

You submit the template text with numbered variables. Once approved, you send it by name and fill in the values.

Template name: welcome_offer · Category: Marketing · Language: en

Hi {{1}}, welcome to {{2}}. Your offer is {{3}}. Reply STOP to opt out.

curl -X POST https://api.laabam.one/v1/messaging/{company}/whatsapp \
  -H "X-Client-Id: lk_id_..." \
  -H "X-Client-Secret: lk_secret_..." \
  -H "Content-Type: application/json" \
  -d '{
    "to": "919800000000",
    "type": "template",
    "template": {
      "name": "welcome_offer",
      "language": "en",
      "variables": ["Selva", "Laabam", "20% discount"]
    }
  }'

Template rules to keep in mind

  • Business-initiated messages must use a template that Meta has approved.
  • Free text is delivered only inside the 24-hour customer-service window after the customer messages you.
  • Variables use numbered placeholders — {{1}}, {{2}} — that you fill at send time.
  • Marketing templates must give recipients a way to opt out (for example, “Reply STOP”).
  • Only send to numbers that have opted in — never scraped or purchased lists.

We handle template submission for you

Send us your message samples and use case — our team submits them for Meta approval and gets you sending faster.

Get API access Read the API docs