WhatsApp Template (HSM) Submission Overview

Overview of a Whatsapp Template

A template message (also called an HSM), can be of various types. A template is divided into four (4) sections, viz. a header (optional), a body, a footer (optional), and the buttons (optional).

The header can be of type text / image (png, jpg, jpeg) / document (pdf) / location (static) or video (mp4, 3gp, mov).

A text header can have a maximum of 60 characters. It appears bold and at the top in the WhatsApp message.
Image, video, and document headers are dynamic. It means that the file component for these headers has to be provided every time the template is used to send a message. However, for the template approval process, a sample dummy file has to be uploaded during template submission for the sole purpose of validation. So this file doesn’t come attached with the approved template. Further, image, video and documents used in the templates have a limit of 5Mb, 16Mb, and 15Mb, respectively. For faster message deliveries and smooth customer experiences, keeping file sizes as small as possible is recommended.

The coordinates for location headers are dynamic, but no example coordinates are required during template submission, unlike in media-file headers. Location coordinates need to be provided every time the template is used to send the message.
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The body is the sole mandatory part of a template. It is strictly a text component and is limited to 1024 characters. The static content herein can be embedded with as many dynamic variables. Note that the variables can’t contain line-breaks, tabulators, and more than 4 consecutive spaces. There are some strict rules for static content and variable notation. All these are well documented here on WhatsApp Template Submission Guidelines
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The footer is strictly a text-based section and can have a maximum of 60 characters. It appears in a light grey shade just below the body section in the WhatsApp message.
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The buttons appear at the bottom of the template and make the message interactive. The text on buttons is limited to 20 characters. There are two button categories, namely Quick Reply buttons and Call To Action buttons. A template can contain only one of these button types.

As the name suggests, a quick reply button allows the recipient to choose and reply with one of the provided options, without the need of typing a reply. A template can have at least one (1) and at most three (3) such buttons. The value of these buttons is static and so have to be specified during template submission. These values can’t be modified post template submission.
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The Call To Action (CTA) buttons allow the recipient to take an action. There are two such buttons. One button places a network call once clicked. The number here is static and needs to be specified during the template submission.
The second is a link button which helps redirect to any given web address. This URL can either be completely static or could have one variable appended to a static web address during template submission.

Formatting the Template

Just like the text in a WhatsApp message can be decorated by enclosing it in * *, _ _, ~ ~, ``` ```, the template can be submitted along with these accordingly. The text can further be formatted by giving new_line_breaks, bullets, emojis as and when needed. More than two consecutive line breaks are not allowed. Footer and text header can not have line breaks.

Getting a Template Approved

A template takes anywhere between a few minutes to 48 hours to get approved or rejected. Try getting templates approved a little in advance, keeping the time into consideration. Refer this guide to get clarity on template content structure and variable notations.

The steps to submit a template are as follows -

Once logged in, load the template page page and click on Submit new.
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Enter a unique name for the message template.
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Select category from the dropdown, which suits your template. Select Alert Update if you are unsure about the category.
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Next select the type of template. Select Standard if you need a text template without any header / button. Select Media otherwise.
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If Standard type is selected, proceed to selecting the language and entering content for the body and footer sections. Finally click the Submit button to submit the template. And you can skip the rest of the points.
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If Media type is selected, the header section becomes mandatory. The buttons still remain optional. After selecting header and button type, proceed to selecting the language and entering content for the body and footer sections. If the body section content has variable(s), an example value for all and their total count has to be provided.
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In case of image, video, and document header an example file has to be attached along with it.
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If the button type is No buttons, click the Submit button to submit the template. And you can skip the rest of the points.
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If the button type is Quick reply (QR), it makes the first QR button input mandatory. Provide the button content. Note that these button values are static and so must be set during template submission.
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If the button type is CTA, it makes at least one of the two CTA buttons mandatory. And both CTA buttons are allowed to be used in a given template.
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For the call action button, both the button text and number are static. And can’t be modified post submission.
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For the link button, the button text is static. The redirect link can either be static or partially static. For static, provide a full valid link and submit. For a dynamic redirect, append a variable ( {{1}} ) to a static URL. In case of dynamic redirect action button, an example of the full URL is also required to be entered.
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Lastly, review all the fields once and proceed to submitting the template.

Updating a Template

First and foremost, a template once submitted can not be edited. The only workaround is to submit a new template with updated content and a new name. Furthermore, the content that is subject to change can be put as variables. These variables are blanks in the template that are filled dynamically when the template is used to send a message. This increases the template's re-usability. Do note that variables are allowed only in the body section (no limit to the number of variables) and in the dynamic CTA URL button (only one variable allowed).

Template Submission Guide