A pre-approved message format businesses use to start a WhatsApp conversation or send notifications.
A template message (once called an HSM) is a message format that Meta has pre-approved. Businesses must use a template to message a customer outside the 24-hour service window — for example order updates, OTPs or promotions.
Templates can include variables, buttons and media, and each is submitted to Meta for approval under a category: marketing, utility or authentication.
Put it into practice with Hyyper
WhatsApp broadcasts, chatbots and a shared inbox on Meta's official platform.
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Related terms
- Click-to-WhatsApp Ads (CTWA)
- Business Solution Provider (BSP)
- wa.me Link
- WhatsApp Business API
- 24-Hour Service Window
- Opt-in