WhatsApp message templates enable a business to use pre-created and approved templates to send structured messages to customers who have agreed to receive notifications.

Template messages are used to start a conversation with a customer on WhatsApp. You are not able to start a conversation with a freeform message. Templates must be approved by WhatsApp before you can use them. Ensure that your template complies with WhatsApp Business Policy

Templates can include text, multimedia content (Image, Video and Document) and buttons. Each template can have variables which act as placeholders users can replace when using the template. Each template has their own categories belonging to one of three categories:

1. Marketing. To know more about this template category refer here
2. Utility. To know more about this template category refer here
3. Authentication. To know more about this template category refer here

Templates need to clearly serve the specific purpose for the selected category. You are not allowed to create an empty template or a template with just variables. For more information regarding WhatsApp Templates, please refer here