With Papo (https://papo.global/), you can create message templates (HSM) in Meta's format and submit them for approval directly through Business Manager, without writing any code. Once approved, the templates become available on the platform so you can start WhatsApp conversations with customers, whether for transactional notifications, alerts or marketing campaigns.
Process overview
| Step | Action | Where it's done |
|---|---|---|
| Creation | Define the template's name, category, text and variables | Meta Business Manager |
| Submission | Send the template for Meta's review and approval | Meta Business Manager |
| Synchronization | Approved templates appear automatically on Papo | Automatic (Papo ↔ Meta integration) |
| Sending | Use the template to send individual or bulk messages | Papo platform (Conversas or Disparador) |
How to create and submit a message template for approval
Before you start, make sure your WhatsApp Cloud API account is already connected to an inbox on Papo. Templates are created outside Papo, in Meta Business Manager, and approval follows WhatsApp's policies.
- Go to Meta Business Manager – Log in to your Facebook Business Manager account.
- Navigate to Message Templates – Inside your WhatsApp Manager, find the template creation section.
- Start creating – Click "Create Template".
- Set up the basic information:
- Category: Choose between Marketing, Utility or Authentication. Choosing correctly is essential for approval.
- Name: Give it a unique, descriptive name (e.g.
appointment_reminder_24h). Use only lowercase letters, numbers and underscores. - Language: Select every language in which the message will be sent.
- Structure the message content:
- Header (optional): Add text, an image, a video or a document that will appear at the top.
- Body: Write the main text. To insert personalized information, use variables such as
{{1}},{{2}}. Example: "Hello,{{1}}! Your order no.{{2}}has been shipped." - Footer (optional): Include a short line, such as your company name.
- Buttons (optional): Add "Call to Action" buttons (link or phone call) or "Quick Replies" (pre-defined text).
- Add a sample and submit – Fill in examples of how the variables will be used. This helps Meta's team understand the context. Review everything and click "Submit".
The approval process can take from a few minutes to a few hours. You can track the status directly in the Meta dashboard.
How to send message templates through Papo
As soon as a template is approved by Meta, it becomes automatically available in your Papo account, linked to the corresponding WhatsApp Cloud API inbox.
Individual sending
Sending to a single contact is ideal for personalized notifications, such as an appointment reminder or sending an invoice. On the Papo platform, when you interact with a contact, you'll have the option to start a conversation using one of your approved templates. Simply select the template you want, fill in the variables (such as the customer's name or the tracking code) and send.
Bulk sending (campaigns)
For marketing campaigns or announcements to multiple customers, Papo lets you send the same template to several contacts at once through the Disparador module. You can segment your contact base by tags or other properties and schedule the send.
Please note: Bulk messaging requires recipients to have given prior consent (opt-in). Sending templates without permission can lead to reports and put your number at risk of being blocked by Meta.
Who should use message templates
Message templates are the only way WhatsApp allows a business to start a conversation with a customer after the 24-hour service window has closed. They are essential for:
- Transactional notifications: order confirmation, delivery status, appointment reminders.
- Marketing campaigns: launches, promotions, newsletters (always with opt-in).
- Account alerts: security notifications, important updates.
If your operation depends on proactive WhatsApp communications, using approved templates ensures compliance with Meta's policies and helps you avoid blocks.
Frequently asked questions
Do I need to create the template on Papo or on Meta?
Creation and submission for approval are done exclusively in Meta Business Manager. Papo automatically syncs approved templates so you can use them on the platform.
How long does template approval take?
Review times vary, but it usually takes from a few minutes to a few hours. Track the status in the Meta dashboard.
What should I do if my template is rejected?
Review the reason for rejection provided by Meta. Usually, adjustments to the category, the text or the variables solve the problem. Once fixed, submit it again.
Can I use message templates to send marketing?
Yes, as long as the template is in the Marketing category and you have obtained the customer's explicit consent (opt-in). Meta reviews the content to make sure it isn't spam.
Are approved templates automatically synced with Papo?
Yes. After approval, the templates appear in your Papo account linked to the WhatsApp Cloud API inbox, with no manual action required.
Do I need customer consent to send templates?
Yes. WhatsApp's policy requires prior opt-in for any proactive communication, especially marketing. Failure to comply can lead to your number being blocked.
See also
Start using message templates now →
Create your free Papo account and connect your WhatsApp Cloud API to send notifications and campaigns with templates approved by Meta.