Get Your WhatsApp Message Templates Approved

WhatsApp requires every business-initiated message to use a pre-approved template. This guide shows you how to write templates that pass review on the first try.

Quick check You need a connected Shopify store syncing through Tajo, a WhatsApp Business account linked in Brevo, and Editor access or higher. WhatsApp is billed per conversation. You also need WhatsApp consent collected at checkout; see collect SMS and WhatsApp consent.

Why Templates Need Approval

WhatsApp only allows businesses to start a conversation using a template that Meta has reviewed. This protects users from spam. Once a customer replies, you have a 24-hour window for free-form messages. Templates fall into categories that affect pricing and review strictness.

Category	Use for	Example
Utility	Transactional updates tied to an order	Order confirmed, shipped, delivered
Marketing	Promotions and re-engagement	Sale announcement, win-back offer
Authentication	One-time passcodes	Login or verification codes

Utility templates are cheaper and approve faster than marketing templates.

Step 1: Draft the Template in Brevo

Open Brevo > Conversations or Campaigns > WhatsApp templates.
Click Create template.
Choose a language and the correct category.
Write the body using numbered placeholders for dynamic values, for example: Hi {{1}}, your order {{2}} from {{3}} has shipped. Track it here: {{4}}

Step 2: Map Placeholders to Tajo Data

In Tajo > Channels > WhatsApp, map each placeholder to a synced Shopify field:

Placeholder	Tajo field
`{{1}}`	Customer first name
`{{2}}`	Order number
`{{3}}`	Store name
`{{4}}`	Tracking URL

This lets one approved template personalize every message from live Shopify order data.

Step 3: Follow the Approval Rules

Templates are rejected for predictable reasons. Avoid these:

No placeholder with no surrounding text (for example, a body that is only {{1}}).
No floating or doubled placeholders, and they must be sequential starting at {{1}}.
No promotional language in a Utility template. Miscategorized templates get rejected.
No abusive, misleading, or prohibited content.
Keep grammar clean and provide example values when prompted.

Tip Submit the message as Utility whenever it is genuinely tied to a specific order. Order confirmations and shipping updates sent as Utility cost less and almost always approve quickly. Reserve Marketing for true promotions.

Step 4: Submit and Wait

Add example values for each placeholder.
Submit for review.
Status moves from Pending to Approved or Rejected. Review usually completes within minutes to a few hours, occasionally up to 24 hours.

Step 5: Handle a Rejection

Open the rejected template to read Meta’s reason.
Common fixes: change the category, remove promotional wording from a Utility template, add context around a lone placeholder.
Edit and resubmit. There is no penalty for resubmitting a corrected template.

Step 6: Use the Approved Template in Tajo

In Tajo > Automation, add a Send WhatsApp step.
Select the approved template.
Confirm the placeholder mapping.
Activate the automation. A good first use is the post-purchase flow.

Maintaining Quality Rating

WhatsApp tracks how recipients react to your messages. To keep a healthy quality rating:

Only message contacts who opted in at checkout.
Send Utility messages people expect, like shipping updates.
Keep marketing frequency low and relevant.

A low quality rating can reduce your messaging limits, so respect consent and frequency.

Get Help

Live Chat: available in the Tajo dashboard (bottom right)
Email Support: [email protected]
Documentation: docs.tajo.io