Marketing message templates allow you to send promotional or non-transactional messages to customers through the WhatsApp Business Platform.

Unlike Utility or Authentication templates, Marketing templates are intended to encourage customers to discover products, engage with your business, or take a specific action, such as visiting your website or making a purchase.

This article explains:

• When to use Marketing message templates
• Common use cases
• Meta’s recommendations for Marketing templates
• Best practices for improving approval and customer engagement

This article focuses on when and how to use Marketing message templates. For instructions on creating and managing templates in SleekFlow, see Creating and managing WhatsApp message templates in WhatsApp Template Manager.

What is a Marketing message template?

Use a Marketing message template when the primary purpose of your message is to promote your business, products, or services.

Common use cases include:

• Announcing new products or services
• Promoting sales, discounts, or limited-time offers
• Inviting customers to events or webinars
• Re-engaging inactive customers
• Sharing newsletters or company updates
• Promoting loyalty or rewards programs

If your message is primarily intended to provide transactional information, such as an order confirmation, shipping update, or appointment reminder, use a Utility message template instead.

Example Marketing message templates

Before sending Marketing messages

Before sending Marketing messages, make sure customers have agreed to receive marketing communications from your business.

Sending unsolicited marketing messages may result in:

• Customers blocking or reporting your business
• Lower message engagement
• A reduced WhatsApp quality rating
• Messaging restrictions imposed by Meta

Always ensure your marketing messages are relevant, expected, and valuable to your customers.

Best practices for Marketing message templates

Following Meta’s recommendations can improve both customer engagement and the likelihood of your template being approved.

Choose the correct template category

Select Marketing only when the primary purpose of your message is promotional.

Examples include:

• Advertising products or services
• Sharing special offers
• Encouraging customers to make a purchase
• Driving traffic to your website

If your message mainly provides transactional information, choose the Utility category instead.

Tip: Using the wrong template category may delay approval or result in Meta rejecting or reclassifying your template.

Include an opt-out option

Give customers a clear way to stop receiving future marketing messages.

Common examples include:

• Reply STOP to unsubscribe.
• Reply UNSUBSCRIBE to stop receiving updates.
• Reply STOP to opt out of future marketing messages.

When you submit a Marketing template in SleekFlow, you’ll receive a reminder if your message doesn’t include an opt-out instruction.

Keep your message clear and relevant

Customers should immediately understand:

• What you’re offering
• Why you’re contacting them
• What action you’d like them to take

Avoid excessive capitalization, repeated punctuation, or unclear promotional language.

Personalize messages with variables

Use variables to personalize your messages with customer-specific information, such as:

• Customer name
• Membership tier
• Coupon code
• Event location

Provide realistic sample values when submitting your template so Meta can understand how each variable will be used.

Use call-to-action buttons thoughtfully

Only include buttons that are relevant to your message.

For example:

• Shop now
• Learn more
• View offer
• Contact us

Avoid adding unnecessary buttons that may distract customers from the primary action.

Improve your chances of approval

Before submitting your template, check that:

• The selected template category matches the message purpose.
• The message uses clear and natural language.
• Variables are used appropriately and include sample values.
• Sample media and URLs are valid, if required.
• The message complies with Meta’s WhatsApp Business Messaging Policy.

Common reasons Marketing templates are rejected

Meta may reject a Marketing template if:

• The selected category doesn’t match the purpose of the message.
• The message violates WhatsApp Business Messaging Policy.
• Variables are formatted incorrectly or placed at the beginning or end of the message.
• Sample values, media, or URLs are missing or invalid.
• The message contains spelling, grammar, or formatting issues that make its purpose unclear.

If your template is rejected, review the rejection reason in WhatsApp Template Manager, update the template as needed, and submit a new version for review.