Template Rules and Limits
WhatsApp has specific rules for message templates. Knowing these helps you create templates that get approved on the first try.
Naming Rules
| Rule | Details |
|---|---|
| Allowed characters | Lowercase letters (a-z), numbers (0-9), underscores (_) |
| Not allowed | Uppercase letters, spaces, hyphens, special characters |
| Maximum length | 512 characters |
| Must be unique | No two templates can have the same name |
| Auto-conversion | Spaces and special characters typed in the name field are automatically converted to underscores |
Character Limits
| Component | Maximum characters |
|---|---|
| Header text | 60 characters |
| Body text | 1,024 characters |
| Footer text | 60 characters |
| Button text | 25 characters per button |
Button Limits
| Button Type | Maximum allowed |
|---|---|
| Quick Reply | 3 buttons |
| URL | 2 buttons |
| Phone Number | 2 buttons |
| Flow | 1 button |
| Total per template | 10 buttons maximum |
Variable Rules
Positional Variables ({{1}}, {{2}}, etc.)
- Must start with
{{1}} - Must be sequential — no gaps (e.g.,
{{1}},{{2}},{{3}}) - Cannot skip numbers
Named Variables ({{customername}}, etc.)
- Lowercase letters only (a to z)
- No numbers, spaces, underscores, or special characters
- Good:
{{orderstatus}}— Bad:{{order_status}},{{order1}}
General Variable Rules
- Body text cannot start or end with a variable (except Authentication templates)
- Variables cannot be used in Footer text
- Variables cannot be used in Button text (only in Button URLs)
- Every variable must have an example value provided
- No more than 4 consecutive spaces in body text
- No tab characters allowed
- Maximum 3 consecutive line breaks
Carousel Rules
| Rule | Limit |
|---|---|
| Minimum cards | 2 |
| Maximum cards | 10 |
| Media type | Same across all cards (all images OR all videos) |
| Button structure | Must be identical across all cards |
Catalog Rules
| Rule | Limit |
|---|---|
| MPM maximum products | 30 products |
| SPM products | Exactly 1 product |
| Product catalog | Must be connected to WhatsApp Business Account |
Content Guidelines
WhatsApp may reject templates that contain:
| Content Type | Allowed? |
|---|---|
| Normal business communication | Yes |
| Order updates and confirmations | Yes |
| Appointment reminders | Yes |
| Promotional offers (in Marketing category) | Yes |
| Abusive or threatening language | No |
| Scam-like content | No |
| Misleading information | No |
| Promotional content in Utility category | No |
| Content that doesn't match the selected category | No |
Golden Rule
Match your content to your category. This is the #1 reason templates get rejected. Promotional messages must use the Marketing category. Transactional updates must use Utility. OTP messages must use Authentication.