Dashboard manual · Intelligence

WhatsApp message templates: create a template, choose a category and submit it for Meta approval

"Modelos de mensagem" (Message templates) is the area of the dashboard where the company writes, submits for Meta approval and tracks its WhatsApp templates, the only messages that can be sent to someone who hasn't written in the last 24 hours.

When it appears: Requires WhatsApp connected in "Conexões" (Connections), with the Meta business account linked. Each connected number has its own templates.

Who can use it

Role	What you see and do
Owner	Sees the list, creates templates, submits them for approval and removes templates.
Admin	Sees the list, creates templates, submits them for approval and removes templates.
Agent	Doesn't see the item in the menu or in the Ctrl K search: the screen is for Owners and Admins only. Through the direct address, the agent is taken back to the "Painel" (Dashboard).

Screens

"Modelos de mensagem" (Message templates)

The "Modelos de mensagem" (Message templates) screen lets you see all WhatsApp templates with their approval status at Meta, their category and the preview of each, and create or remove templates.

Address in the dashboard: /app/modelos

Screenshot of the "Modelos de mensagem" (Message templates) screen. The "Modelos de mensagem" (Message templates) screen lets you see all WhatsApp templates with their approval status at Meta, their category and the preview of each, and create or remove templates. — The "Modelos de mensagem" (Message templates) screen in the demo account, with sample data and blurred values.

Top of the list

The summary of what is under review and the actions.

Buttons and actions

"Atualizar" (Refresh): Fetches the template list and the status of each one at Meta again.
"Novo modelo" (New template): Opens the template editor.

With templates under review: "‹n› modelos estão em análise na Meta" (‹n› templates are under review at Meta), noting that the status changes on its own when Meta responds.
With nothing under review, the sentence explains that a template is the approved message for someone who hasn't written in the last 24 hours.
Yellow notice when the connection doesn't have the Meta business account linked, asking you to reconnect WhatsApp through Facebook in "Conexões" (Connections).

Template card

One card per template, in two columns on wide screens.

Buttons and actions

"Remover o modelo ‹nome›" (Remove template ‹name›): Trash can button: opens the removal confirmation.
"Ver como o lead recebe" (See how the lead receives it): Opens the full text and the preview in the WhatsApp bubble, with header, footer and buttons (it becomes "Ocultar prévia" (Hide preview)).

Template name.
Status badge with a colored dot and the text, with the explanation in the tooltip: "Aprovado" (Approved), "Em análise na Meta" (Under review at Meta), "Recusado" (Rejected), "Pausado por qualidade" (Paused for quality), "Desativado pela Meta" (Disabled by Meta), "Em recurso na Meta" (Under appeal at Meta), "Arquivado por desuso" (Archived for inactivity), "Limite de modelos atingido" (Template limit reached), "Não chegou à Meta" (Didn't reach Meta), among others.
Category badge ("Marketing", "Utilidade" (Utility) or "Autenticação" (Authentication)), the header media type badge when there is one, and the language.
"O QUE PRECISA MUDAR" (WHAT NEEDS TO CHANGE) block when Meta rejected the template, with the reason in Portuguese.
The first two lines of the text and the template's buttons (quick reply, link or phone).

"Remover o modelo" (Remove the template) dialog

Confirmation for removing a template.

Buttons and actions

"Cancelar" (Cancel): Closes without removing.
"Remover modelo" (Remove template): Deletes the template from here and from the Meta account. It can no longer be used for campaigns or to resume a conversation outside the 24 hours. There is no undo.

For an approved template, the notice that Meta blocks the same name for 30 days after it is deleted.

Screen states

Loading: Gray bands in place of the cards.
Nothing here yet: "Nenhum modelo ainda" (No templates yet), explaining what a template is for, with the "Criar o primeiro modelo" (Create the first template) button.
If something goes wrong: "Não foi possível carregar os seus modelos" (We couldn't load your templates), with the notice that nothing was lost and the "Tentar de novo" (Try again) button.
WhatsApp not connected: "Conecte o WhatsApp para criar modelos" (Connect WhatsApp to create templates), with the "Ir para Conexões" (Go to Connections) button.

"Novo modelo" (New template)

The "Novo modelo" (New template) screen lets you write a WhatsApp template with a preview beside it, choose the category and language, add a header, footer and buttons, and submit everything for Meta approval.

Address in the dashboard: /app/modelos/novo

Screenshot of the "Novo modelo" (New template) screen. The "Novo modelo" (New template) screen lets you write a WhatsApp template with a preview beside it, choose the category and language, add a header, footer and buttons, and submit everything for Meta approval. — The "Novo modelo" (New template) screen in the demo account, with sample data and blurred values.

How to get there: Through the "Novo modelo" (New template) button (or "Criar o primeiro modelo" (Create the first template)) on the "Modelos de mensagem" (Message templates) screen.

"Voltar" (Back)

Buttons and actions

"Voltar para os modelos" (Back to templates): Goes back to the list without saving what was written.

Identification

Name, language and category. The lead doesn't see the name.

Fields and filters

"Nome do modelo" (Model name)required: Only lowercase letters, numbers and underscores; the screen adjusts as you type (example: confirmacao_de_reuniao). It has a character counter.
"Idioma" (Language): Portuguese (Brazil), Portuguese (Portugal), English (United States) or Spanish (Spain). Name and language together are the template's identity at Meta.

Buttons and actions

"Categoria" (Category): Cards to choose between "Marketing" and "Utilidade" (Utility), each with what it is for and how Meta charges for it. Below, "Quando usar" (When to use) and "Evite" (Avoid) for the chosen category. The icon tooltip explains that the category changes the price and is a common reason for rejection.

Message

The only required field besides the name.

Fields and filters

"O que o lead recebe" (What the lead receives)required: The message text, with a character counter. Use {{1}}, {{2}} where the text changes for each lead. It accepts *bold*, _italic_ and ~strikethrough~. It cannot start or end with a variable.
"Exemplo da variável ‹n›" (Variable ‹n› example): Appears for each variable in the text, inside "Exemplos das variáveis" (Variable examples). Meta requires an example of each one for review; it is the one shown in the preview.

What the lead will see

Faithful preview of the WhatsApp bubble, with your examples in place of the variables. On a computer it stays fixed beside the form; on a mobile phone, right below the message.

Adjustments (optional)

Header, footer and buttons. You can submit without any of them.

Fields and filters

"Título do modelo" (Template title): The text header (example: Meeting confirmed), with a character counter.
"Exemplo da variável do título" (Title variable example): Appears when the header has a variable; Meta requires the example.
"Rodapé" (Footer): Fixed text, with no variable, that appears in gray below the message (example: Reply STOP to stop receiving messages).
"Texto do botão ‹n›" (Button ‹n› text): The text that appears on the button.
"Endereço do botão ‹n›" (Button ‹n› URL): Only on the "Link" type button: the address the button opens.
"Telefone do botão ‹n›" (Button ‹n› phone): Only on the "Telefone" (Phone) type button: the number the button calls, with country code.

Buttons and actions

"Texto" (Text): Text header.
"Imagem" (Image): Header with an image.
"Escolher imagem" (Choose image): Uploads the sample image (JPG or PNG) that Meta reviews along with the text. You choose the image for each send later, in the campaign.
"Trocar" (Change): Chooses another sample image.
"Remover a imagem do cabeçalho" (Remove header image): Removes the chosen image.
"Resposta rápida" (Quick reply): Adds a button that sends its own text back as the lead's message.
Link: Adds a button that opens an address in the browser.
"Telefone" (Phone): Adds a button that starts a call.
"Tipo do botão ‹n›" (Button ‹n› type): Changes the type of a button that was already created.
"Remover botão ‹n›" (Remove button ‹n›): Deletes the button.

With no buttons, the screen explains what each type does.
When the maximum number of accepted buttons is reached, the add buttons disappear.
Once an image is chosen, it shows the thumbnail, the name, the size and "aceita pela Meta" (accepted by Meta).

Submission for approval

The final button and the notice of what is missing.

Buttons and actions

"Enviar para aprovação" (Submit for approval): Sends the template for Meta's review and goes back to the list, where it appears as "Em análise na Meta" (Under review at Meta).

Fixed notice: Meta is the one that approves and doesn't guarantee a deadline; when it responds, the status changes in the list and a notification arrives.
Each field's errors appear after you leave the field or try to submit, in red when they block the submission and in yellow when they are only a warning.

Screen states

Loading: While the image uploads, the button shows "Enviando imagem…" (Uploading image…); during the submission, "Enviando…" (Sending…).
If something goes wrong: When you try to submit with a problem, "Falta um ajuste antes de enviar" (One adjustment is missing before sending) (or "Faltam ‹n› ajustes antes de enviar" (‹n› adjustments are missing before sending)) appears, reminding you that these are Meta's own rules.

Step by step

How to create a WhatsApp message template

Open "Modelos de mensagem" (Message templates) and click "Novo modelo" (New template).
Fill in "Nome do modelo" (Model name) and choose the "Idioma" (Language).
Choose the "Categoria" (Category) by reading "Quando usar" (When to use) and "Evite" (Avoid).
Write the text in "O que o lead recebe" (What the lead receives) and fill in an example for each variable.
Check the bubble in "O que o lead vai ver" (What the lead will see).
Click "Enviar para aprovação" (Submit for approval).

How to put an image in the template header

In the editor, under "Ajustes (opcionais)" (Adjustments (optional)), click "Imagem" (Image).
Click "Escolher imagem" (Choose image) and select a JPG or PNG.
Wait for "aceita pela Meta" (accepted by Meta) to appear and submit the template. In the campaign you choose the image for each send.

How to add buttons to the template

Under "Ajustes (opcionais)" (Adjustments (optional)), click "Resposta rápida" (Quick reply), Link or "Telefone" (Phone).
Fill in the button text and, if it is a link or phone button, the address or the number.
Check the buttons in the preview before submitting.

How to see why a template was rejected

In the "Modelos de mensagem" (Message templates) list, find the card with the "Recusado" (Rejected) status.
Read the "O QUE PRECISA MUDAR" (WHAT NEEDS TO CHANGE) block.
Create a new template with the fix under "Novo modelo" (New template).

How to remove a template

On the template card, click the trash can icon.
Read the notice (for an approved template, the name stays blocked for 30 days at Meta).
Click "Remover modelo" (Remove template).

Frequently asked questions

Why do only the Marketing and Utility categories appear in the editor?

Those are the two that the editor composes. "Autenticação" (Authentication) is for login codes with fixed Meta text and doesn't suit customer service; a template of that category created outside the dashboard appears in the list with the "Autenticação" (Authentication) badge.

Can I create two templates with the same name?

Only in different languages: for Meta, name and language together are the template's identity.

Do I need to click "Atualizar" (Refresh) to see whether the template was approved?

No. The status changes on its own when Meta responds; "Atualizar" (Refresh) only forces a new read right away.

Why can't the agent open "Modelos de mensagem" (Message templates)?

Creating and deleting templates changes the company's business account at Meta, so the screen is for Owners and Admins. The agent is taken back to the "Painel" (Dashboard).

Is the image I upload in the editor the one that goes to customers?

No. It is the sample that Meta reviews. The image that actually goes out is chosen in each campaign, in the template step.

Can I use formatting in the template text?

Yes: *bold*, _italic_ and ~strikethrough~, the WhatsApp way. The preview shows how it looks.

Help center guide

"Modelos de mensagem" (Message templates)

The approved texts that let you talk to someone who stopped replying. Write here, see how the lead receives it and send it for approval.

After 24 hours without a reply from the lead, WhatsApp closes the door: you can no longer write whatever you want. Only pre-approved text gets through. This screen is where those texts are born.

You write, send for approval and follow the result without leaving here. An approved template now shows up in three places: in the Inbox when the window is closed, in campaigns and in automatic sequences.

The list of templates

On screen: List of message templates with each one's approval status. Each template with its status. Only the approved ones can be sent.

The notice of what is under review: How many templates are waiting for a reply. "Novo modelo" (New template) opens the editor with the preview alongside, showing how the lead will receive it.
An approved template: Name, status, category and the text with the variables. "Ver como o lead recebe" (See how the lead receives it) opens the WhatsApp bubble exactly as it looks.
Waiting on Meta: Nothing on your side is pending. When Meta replies, the status changes on its own here.
"Recusado" (Rejected), with the reason in Portuguese: No error code. Here the "O que precisa mudar" (What needs to change) block explains the rejection and the fix — in this case, advertising text in a category that only serves to move an order along.

"Aprovado" (Approved): Can be sent. It is the only status that is good for anything.
"Em análise na Meta" (Under review at Meta): It was sent for approval and is in the queue. It usually clears in minutes, sometimes it takes hours. There is nothing to do.
"Recusado" (Rejected): It did not pass, and the screen says why. It is almost always an exaggerated promise, advertising text in the wrong category or a misplaced variable. Fix it and send it again.
"Pausado por qualidade" (Paused for quality): It was approved, but many people blocked or reported it. It is the clearest sign that the message is bothering people: rewrite it before insisting.

Writing a template that passes

Give it a name you will recognize three months from now: retomada_orcamento is better than modelo2. The name appears when you choose, in the middle of a campaign.
Write short and specific: One sentence of context and one question. Long text full of adjectives is what most often comes back rejected.
Use variables to personalize: {{1}} becomes the person's name, {{2}} whatever you want. "Hi {{1}}, how are you?" arrives with each person's real name.
Check the preview: The bubble alongside shows the message as it arrives on the lead's phone. If it looks odd there, it will look odd on their end.
Send it for approval: Then you wait. Meanwhile the template stays under review and cannot be used.

Where they are used

In the [Inbox](ajuda:inbox), when the window has closed. The screen offers the approved ones and you fill in the variables on the spot.
In [Campaigns](ajuda:campanhas), to talk to many people at once.
In automatic sequences, when a lead goes silent and the dashboard reaches out again on its own.

When the template is rejected, or stops working

"Recusado" (Rejected) right at the first review: It is almost always a promise, fake urgency or text that looks like pure advertising. Rewrite it as you would write to a customer who already knows you, drop the exclamation mark and send it again — there is no limit on attempts.
Approved yesterday, rejected today: An approved template can lose approval later, due to quality or complaints from recipients. When that happens, the campaign and cadence that use that template fail to send until you choose another one. It is worth checking the list before a big send.
The cadence warns that the template has too many variables: An automatic sequence only knows how to fill in the first variable (the name). A template with two or more is only good for campaigns, where you fill in the rest on the spot.
It is taking a long time to approve: The review is not ours and has no guaranteed deadline. Do this with room to spare: asking for approval the day before a campaign is the recipe for not sending.

In the dashboard: "Abrir Modelos de mensagem" (Open Message templates)