Overview
The Cloud Chat WhatsApp template builder has received a new form with live preview, instant validation, and a rejected templates panel by Meta. Now, you can assemble messages with the full range of buttons supported by Meta — quick reply, URL, phone, and the new Copy Code (coupon the customer copies with one click). Templates under review (status PENDING) are now editable, and document attachments now preserve the filename for the recipient.
The idea is to solve the most common template issues without needing to open Meta Business Manager — especially useful for teams without access to the Meta dashboard because it is managed by another department.
This article covers the use of the template builder within Cloud Chat. To understand Meta's official rules on structure, categories, and rejection reasons, go to WhatsApp Template Rules (Meta): categories, structure, and rejections.
What are WhatsApp templates?
Templates are pre-approved by Meta messages that allow your business to initiate conversations with customers. They are required for:
-
Sending promotions and campaigns
-
Confirming orders and appointments
-
Sending verification codes
-
Notifying about deliveries
Prerequisites
-
Be an administrator of the Cloud Chat account
-
Have a WhatsApp inbox configured already
Where to find it
Settings → Inboxes → select a WhatsApp inbox → Templates tab.
From here, you can:
-
Create a new template
-
Edit PENDING (under review) and APPROVED (approved) templates
-
View rejection reasons for REJECTED templates
-
Delete templates
-
Manually sync status with Meta
How to create a template
-
Click Add template.
-
Fill in the basic information (name, category, language).
-
Assemble the template components (header, body, footer, buttons) — all optional except for the body.
-
Monitor the live preview next to the form (or below on mobile) to see how the template will appear on WhatsApp.
-
Click Save. The template is sent to Meta and remains in PENDING status until reviewed.
The Save button remains disabled until all fields are valid. If it’s gray, scroll through the form to find the highlighted error in red.
Basic information
| Field | Rules |
|---|---|
| Name | Lowercase letters, numbers, and underscore. No spaces or accents. |
| Category | Marketing, Utility, or Authentication. |
| Language | Content language (e.g., Portuguese (Brazil), English, Spanish). |
Category affects rules: Authentication templates do not accept header, footer, URL buttons, or Copy Code — only quick reply buttons.
Recommended name pattern: category_purpose (e.g., order_confirmation, promotion_black_friday). Avoid accents, spaces, and uppercase letters — names like Black Friday Promotion do not pass validation.
Header (optional)
Single type per template. Four options:
| Type | What appears | Max limit |
|---|---|---|
| Text | A bold text line above the body | 60 characters, with up to 1 variable |
| Image | Large image at the top of the message | JPG or PNG, up to 5 MB |
| Video | Inline playback video | MP4, up to 16 MB |
| Document | Attachment (PDF, spreadsheet, etc.) with visible filename | PDF, up to 100 MB |
For media (image, video, document), upload the sample file — Meta uses this file to review the template. When sending a campaign, you can replace it with the final file.
The uploaded filename is preserved for the recipient in Document attachments.
Body (required)
The main message text. Accepts variables in the format {{...}} for personalization.
Two formats of variable:
| Format | Syntax | Recommended use |
|---|---|---|
| Positional | {{1}}, {{2}}, {{3}} |
Simple templates, API integrations by position |
| Named | {{customer_name}}, {{coupon}} |
Templates with many variables, more readable |
The format is automatically detected by the body content. Mixing both in the same template is not allowed.
Rules:
-
Limit of 1024 characters
-
Variables in snake_case (lowercase letters, numbers, underscore)
-
Cannot start or end with a variable
-
For each variable, a sample value must be provided (used by Meta during review)
Footer (optional)
Short text below the body, no variables.
-
Limit of 60 characters
-
Useful for signatures, legal notices, or instructions like "Reply STOP to unsubscribe"
Buttons (optional)
Up to 10 buttons in total. Four available types:
| Type | Function |
|---|---|
| Quick reply | Sends a predefined text response when pressed |
| Static URL | Opens a fixed URL |
| Phone | Initiates a call to the configured number |
| Copy Code | Copies a code (coupon, voucher) to clipboard when pressed |
Limits by category:
-
Marketing / Utility: up to 10 buttons. Can mix types.
-
Authentication: only quick reply buttons.
Copy Code button
Displays a button that, when pressed, copies a code to the recipient's clipboard. Ideal for coupons, vouchers, promotional codes.
-
Available for Marketing and Utility categories
-
The current version uses static code (same code for all recipients)
Live preview
Next to the form (or below on smaller screens), a simulation of how the template will arrive on WhatsApp is shown:
-
Header, body, footer, and buttons in actual order
-
Variables appear with example values filled
-
Media attachments display the preview
Template statuses
Templates appear in the list with a colored badge:
| Status | Color | Meaning |
|---|---|---|
| APPROVED | Green | Approved by Meta — ready to use |
| PENDING | Yellow | Under review by Meta — can be used and edited |
| REJECTED | Red | Rejected by Meta — open the template to see the reason |
| PAUSED | Gray | Paused by Meta (usually due to low usage quality) |
Meta's review typically takes a few minutes but can take up to 24 hours in rare cases. Cloud Chat automatically synchronizes the status.
When a template is rejected
REJECTED templates show a dedicated panel at the top of the edit modal with:
-
Rejection reason in pt-BR (translated from Meta codes)
-
CTA "Edit and resubmit" opening the correction form
-
If the rejection code is not yet mapped, a generic fallback with the original code is shown
To understand why Meta rejected it and how to improve the content, see WhatsApp Template Rules (Meta).
Flow:
-
Open the rejected template from the list.
-
Read the reason in the red panel.
-
Click Edit and resubmit.
-
Adjust the content according to the indicated reason.
-
Save — the template returns to PENDING and Meta will review it again.
Editing templates under review (PENDING)
Templates in PENDING are editable. Saving will restart Meta's review.
The yellow badge in the status field serves as a reminder: editing a PENDING template restarts the review. Use this if you notice a mistake shortly after creating the template.
How to delete a template
-
Find the template in the list.
-
Click Delete.
-
Enter the exact template name to confirm.
-
Click Yes, Delete.
Deletion cannot be undone — Meta retains the template name for 30 days before permanent deletion. During this period, you cannot create another template with the same name.
Frequently Asked Questions
Can I use variables anywhere in the template?
In the body, yes — as long as they are not at the beginning or end. In the header, up to 1 variable. Footer does not accept variables.
Can I mix positional ({{1}}) and named variables ({{name}}) in the same template?
No. Cloud Chat detects the format based on the body content and enforces consistency — what is in the body must also be in buttons and header.
What happens if I edit an approved template?
It reverts to PENDING and undergoes review again. Campaigns using the template continue to work during review. Meta limits edits to 1 per day and 10 per month per template — if exceeded, saving fails until the window resets.
Does Copy Code support different codes per recipient?
Currently, no — the code is static and set in the template. Support for unique codes per message is planned for a future phase.
Why was my template rejected even if it passed Cloud Chat validation?
Cloud Chat validation covers Meta's structural rules (sizes, formats, syntax). Meta also applies content quality criteria (promotional language, formatting, context) that can only be assessed during final review. The rejection panel shows the specific reason. For details on each rejection reason, see WhatsApp Template Rules (Meta).
Can I create Authentication templates with Copy Code button?
No. Authentication templates only accept quick reply buttons. For OTP codes, consider using the Utility category.
Common errors
"Name already exists"
A template with that name already exists — including in the 30-day retention period after deletion. Choose a different name.
"Invalid name format"
The name has special characters, spaces, or uppercase letters. Use only lowercase letters, numbers, and underscore.
"Edit limit reached"
Meta limits edits on APPROVED templates to 1 per day and 10 per month (per template). Wait for the window to reset.
"Template cannot be edited"
Appears when Meta has not yet released the editing window (usually in PAUSED). Manually sync to ensure the status is updated and try again.
Best practices
Use the live preview as a visual checklist. Before saving, review the preview and ask: Is the message clear? Are variables in the right places? Does the button have the expected text?
Fill in realistic examples in variables. Meta uses these values for review — generic examples like "test" or "abc" increase the chance of rejection.
Marketing templates have more rigid criteria. If possible, classify as Utility when the message is transactional (order confirmation, consultation reminder, status update).
Official Meta documentation
For detailed rules on template structure, categories, and rejection reasons, see Meta's documentation: