In two lines: when the 24-hour window is closed, you can only write with a template approved by Meta. You create and manage them in CRM > Messages, with Manage templates > Create template.

When do I need a template?

Whenever you want to start a conversation or reply when more than 24 hours have passed since the contact's last message. Inside the window you write freely; outside it, a template. Why this rule exists: How WhatsApp Business works in the CRM.

How do I create a template?

CRM > Messages: Manage templates, list with status, category, and variables

In CRM > Messages, open the header's options menu (More actions) and choose Manage templates.
Use Create template: write the text and choose its category (for example, utility or marketing). The category tells Meta what the message is for.
On saving, the template is sent to Meta for approval. It stays pending until they review it.

The review usually takes between 1 and 24 hours (utility ones, often less than an hour). When it's approved, it appears on its own in the selector when you write.

A pending template can't be edited or used yet. And if you edit an approved one, Meta reviews it again and it goes back to pending.

For now, in Header choose Text or No header: MB Suite can't send templates with an image, video, document or location in the header yet, nor a text header with variables (such as {{1}}) —put variables in the body. If you already have one like that (for example, created in Meta), it shows in the list with the reason and can't be chosen to send. To use it from MB Suite, edit it and leave the header as Text without variables, or as No header. What you send with your templates must follow WhatsApp's policies and our Terms and Conditions.

Do templates created in Meta appear here?

Yes. Templates live in your Meta account (your WhatsApp Business Account, or WABA), not in MB Suite. MB Suite keeps a synced copy: every time you open Manage templates, the list refreshes from Meta, so any template you created directly in Meta Business Manager shows up here too. Creating, editing, or deleting from MB Suite sends the change to Meta, which reviews it the same way.

Each WhatsApp line is tied to one WABA, and you only see the templates of the WABA of the line you have connected: if you created a template in a different WhatsApp Business account, it won't appear here. Also, the send selector only shows approved templates.

How do I fill it in with each contact's data?

A template can have variables (blanks filled in when sending). When you send it, those fields fill in on their own with the contact's data —name, Company, Email, Phone, Assigned salesperson— and you can always review and edit them before sending.

Variables let you keep a single template ("Hi {{1}}, this is {{2}} from…") and have it come out personalized for each contact, without writing one version per person.

What do I do if Meta rejects it?

If a template ends up rejected, you'll see the Rejection reason. It's almost always for breaking Meta's content policies (misleading promises, disallowed content, incorrect format). Adjust the text according to the reason and resubmit it.

The rules of what you can write are defined by Meta, and it's a good idea to read them beforehand:

- WhatsApp Business policies: business.whatsapp.com/policy

Next step: with your templates approved, see how they're used in conversation in Reply to WhatsApp in the Messages inbox: owner, salesperson, or AI agent.

Still have questions?

Ask MIA, the MB Suite AI assistant: open it with the MB AI button (⌘J) in the top bar. MIA knows the section you're in, so you can ask it about what you see on screen — and it can also answer how-to questions about using MB Suite.

WhatsApp templates: create, categories, and Meta approval