Message template
Also called: HSM · Template message
A pre-approved message with numbered placeholders, required for anything sent outside the 24-hour service window.
A template is message text Meta has reviewed in advance, with placeholders written as {{1}}, {{2}} and so on that you fill per recipient. Once approved, you can send it as often as you like within your messaging limits.
Templates are the gate between you and every reminder, confirmation and campaign. Review is usually fast — often minutes — but rejections follow a short and predictable list of causes, most of which are avoidable in the draft.
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Related terms
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Template category
Marketing, utility or authentication — the label Meta assigns each template, which decides what it costs.
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Template rejection
Meta declining a submitted template. Almost always traceable to one of a short list of causes.
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24-hour window
The 24 hours after a customer messages you, during which you can reply freely, at no cost, with no template.