> ## Documentation Index
> Fetch the complete documentation index at: https://docs.apifycloud.io/llms.txt
> Use this file to discover all available pages before exploring further.
# Template examples
> Copy-and-adapt template examples for Marketing, Utility, and Authentication — with bodies, variables, buttons, and category rationale
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.
Always personalise the copy to match your actual business. Generic or
overly templated content is a common cause of rejection.
## Utility templates
Transactional updates tied to something the user already did. Usually
free inside the 24h window, otherwise priced at the Utility rate.
### 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.
***
### 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.
***
### 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.
***
### 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.
***
### 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.
***
### 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.
## Marketing templates
Promotional content. Always charged at the Marketing rate (outside
Free Entry Points) and counts toward the
[per-user marketing cap](/guides/whatsapp/per-user-marketing-limits).
Requires explicit marketing opt-in.
### 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.
***
### 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.
***
### 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.
***
### 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`
***
### 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.)
***
### 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"
## 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.
## The pitfalls you'll avoid with these patterns
### 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.
### 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}}`.
### 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.
### 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
### 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.
## What's next
How Meta categorizes templates and when reclassification happens.
What happens after submission, rejection reasons, pausing.
The dynamic cap Meta applies to Marketing templates per user.
Opt-in, opt-out, and what counts as a policy violation.