What a template is
A template is a message with fixed text and placeholders for details that change, such as {{1}} for a customer’s name. Optional header, footer and buttons add structure. You submit it with sample values, Meta reviews it and the result is approved or rejected.
Choosing the category
Marketing promotes something: offers, launches, re-engagement. Utility completes something the customer started or expects, such as an order update or appointment reminder. Authentication sends a one-time code.
If a utility template contains promotion, Meta may treat it as marketing, which changes how it is billed. Keep order updates to the facts of the order.
Rules that trip people up
Number variables in order, never start or end the body with a variable, and give realistic samples. Keep within the length limits, and do not put a lot of variables next to each other without text between them.
Be clear who you are and why you are writing. Vague or misleading wording is a common reason for rejection.
If it is rejected
Read the reason Meta gives, change that part and submit again under a new name. ClickCard shows the reason against the template and lets you sync the status. The template builder on this site flags the common problems before you submit.