Template examples

Real-world template patterns, organised by category. Each example shows the body, variables, buttons, and the reasoning for its category. Adapt to your brand and submit — they’re written to clear Meta’s review with minimal friction.

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Utility templates

Transactional updates tied to something the user already did. Usually free inside the 24h window, otherwise priced at the Utility rate.

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Order confirmation

• Name: order_confirmation
• Category: UTILITY
• Header: TEXT — Order confirmed ✅
• Body:
  Hi {{1}}, your order {{2}} for a total of {{3}} was received and is being prepared.
  
  We'll let you know as soon as it ships. You can check the status any time using the button below.
  
• Variables: {{1}} = first name, {{2}} = order ID, {{3}} = total
• Footer: Customer Support Team
• Buttons:
  • URL: “View order” → https://example.com/orders/{{1}}

Why Utility: responds directly to a purchase the user initiated.

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Shipping status update

• Name: shipping_in_transit
• Category: UTILITY
• Body:
  Hi {{1}}, your order {{2}} has left our distribution center and is expected to arrive around {{3}}.
  
  Tracking number: {{4}}
  
• Footer: Track it in real time
• Buttons:
  • URL: “Track shipment” → https://example.com/track/{{1}}
  • QUICK_REPLY: “Change address”

Why Utility: fact about an existing order, not a promotion.

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Appointment reminder

• Name: appointment_reminder_24h
• Category: UTILITY
• Body:
  Hi {{1}} 👋
  
  This is a reminder of your appointment on {{2}} at {{3}} with {{4}} at our {{5}} location.
  
  Still on?
  
• Buttons:
  • QUICK_REPLY: “Yes, I’ll be there”
  • QUICK_REPLY: “Need to reschedule”

Why Utility: confirms a scheduled event the user booked.

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Account alert

• Name: account_security_alert
• Category: UTILITY
• Body:
  Hi {{1}}, we detected a sign-in to your account from {{2}} on {{3}} at {{4}}.
  
  If this was you, you can ignore this message. If not, secure your account right away.
  
• Buttons:
  • URL: “Review activity” → https://example.com/security/{{1}}
  • QUICK_REPLY: “That wasn’t me”

Why Utility: security notification tied to a specific account event.

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Payment receipt

• Name: payment_receipt
• Category: UTILITY
• Header: DOCUMENT (PDF sample of the receipt)
• Body:
  Thanks for your payment, {{1}}.
  
  Amount: {{2}}
  Method: {{3}}
  Reference: {{4}}
  
  We've attached your receipt as a PDF.
  
• Buttons:
  • URL: “View history” → https://example.com/payments

Why Utility: confirms a transaction the user authorised.

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Low balance / quota warning

• Name: low_balance_alert
• Category: UTILITY
• Body:
  Hi {{1}}, your account balance is {{2}}.
  
  If you'd like to top up so you can keep using the service without interruption, you can do it from the button below.
  
• Buttons:
  • URL: “Top up” → https://example.com/topup

Why Utility: reports a factual account state.

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Marketing templates

Promotional content. Always charged at the Marketing rate (outside Free Entry Points) and counts toward the per-user marketing cap. Requires explicit marketing opt-in.

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Product launch announcement

• Name: launch_new_product
• Category: MARKETING
• Header: IMAGE (product hero shot)
• Body:
  Hey {{1}}, today we're launching {{2}}.
  
  Designed for {{3}}, and available this week with free shipping.
  
  Let us know what you think.
  
• Footer: Reply STOP to unsubscribe
• Buttons:
  • URL: “See the product” → https://example.com/p/{{1}}
  • QUICK_REPLY: “Tell me more”

Why Marketing: promotes a new product.

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Back in stock

• Name: back_in_stock
• Category: MARKETING
• Body:
  It's back!
  
  {{1}}, {{2}} is available again. Grab it before it sells out.
  
• Footer: Reply STOP to unsubscribe
• Buttons:
  • URL: “Shop now” → https://example.com/p/{{1}}

Why Marketing: drives a new purchase decision.

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Price drop alert

• Name: price_drop_alert
• Category: MARKETING
• Body:
  Good news, {{1}} — {{2}} just dropped to {{3}}.
  
  {{4}}% off while stock lasts.
  
• Footer: Reply STOP to unsubscribe
• Buttons:
  • URL: “See it” → https://example.com/p/{{1}}
  • QUICK_REPLY: “Not interested”

Why Marketing: promotes a purchase decision based on a price change.

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Flash sale / limited-time offer

• Name: flash_sale_announcement
• Category: MARKETING
• Header: IMAGE (sale hero)
• Body:
  Hey {{1}}, today only:
  
  Get {{2}}% off the entire store. Ends at 11:59 PM your local time.
  
• Footer: Reply STOP to unsubscribe
• Buttons:
  • URL: “Shop” → https://example.com/sale

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Customer survey (NPS)

• Name: nps_survey_request
• Category: MARKETING
• Body:
  Hi {{1}}, we'd love to know how your experience with {{2}} went.
  
  How would you rate us from 1 to 10?
  
• Buttons:
  • QUICK_REPLY: “10”
  • QUICK_REPLY: “7-9”
  • QUICK_REPLY: “6 or lower”

Why Marketing: not transactional; solicits opinion for business benefit. (Some teams misclassify this as Utility — it’s not.)

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Re-engagement

• Name: reengagement_30_days
• Category: MARKETING
• Body:
  It's been a while, {{1}}.
  
  We've got some news we think you'll like. Want to see it?
  
• Footer: Reply STOP to stop receiving messages
• Buttons:
  • QUICK_REPLY: “Show me”
  • QUICK_REPLY: “No, thanks”

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Authentication templates

Authentication templates are a dedicated Meta layout for OTPs and verification codes. The structure is fixed — a code, one short line of context, and a COPY_CODE button — and the editor guides you through it. No marketing, no extra content beyond the code. Typical use cases (all follow the same structure, only name and wording change): login OTP, two-factor authentication, password reset, email verification, phone verification. The console’s template editor guides you through the Authentication-specific layout, including ONE_TAP auto-fill and other Authentication subtypes.

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The pitfalls you’ll avoid with these patterns

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Category and content

• Don’t mix marketing into Utility — even a small upsell (“enjoy 10% off your next purchase”) turns an order confirmation into a Marketing reclassification risk.
• Don’t load Authentication with context — keep it to the code, a one-line instruction, and a copy button.
• Always include an opt-out line on Marketing footers — “Reply STOP to unsubscribe” or locale equivalent. Missing this is the #1 cause of Marketing rejections.
• No clickbait or excessive formatting — ALL CAPS throughout, walls of emojis, ”🔥🔥🔥 ACT NOW 🔥🔥🔥” — Meta rejects theatrics, especially in Marketing.

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Variables

• Don’t start the body with a variable — Meta rejects bodies that begin with {{1}}. Lead with a literal word (Hi {{1}}, Hey {{1}}, Your order {{1}}, etc.).
• Don’t place consecutive variables without text between them — {{1}} {{2}} with no literal separator gets rejected. Always anchor variables with surrounding text.
• Number variables sequentially from {{1}} — no gaps ({{1}} then {{3}}), no starting at {{2}}, no duplicate indexes.
• Sample values must match the variables exactly — if the body has 3 variables, you provide 3 sample values. Mismatches cause PARAMETER_MISMATCH rejections.
• Sample values must be realistic — use Ana, A-10042, not FIRSTNAME or {{1}}.

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URL buttons

• URL buttons may contain at most one variable, at the end — https://example.com/orders/{{1}} works; https://example.com/{{1}}/orders doesn’t.
• Don’t put URLs in the body text — all links go in URL buttons. Plain URLs in the body are a rejection flag.

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Character limits

• Body: up to 1024 characters
• TEXT header: up to 60 characters
• Footer: up to 60 characters, no variables
• Button labels: up to 25 characters

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Media headers

• Upload a real, working sample — Meta fetches the sample image, video, or document during review. Broken URLs, placeholder images, or empty PDFs cause rejections. Upload a realistic sample that represents what the user will receive in production.

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What’s next