What are the header, body, footer, and buttons of a WhatsApp template
A WhatsApp Business template is a message pre-approved by Meta that you can send to your customers. It has four main parts: header, body, footer, and buttons. The header is the top part, it can be text, image, video, or document; the body is the central text, where the main message goes; the footer is the small text at the bottom, ideal for contact details or a sign-off; and the buttons are actions the customer can tap, like 'Visit website' or 'Reply'. Understanding these parts helps you create clear messages, that don't get your template rejected, and that your customers understand right away.
Why it matters to your SME
If you use WhatsApp Business to sell or serve customers, templates are the foundation of campaigns and automated messages. If you build them wrong, Meta can reject them and you lose time. Also, a well-structured template makes your message understood quickly: the header grabs attention, the body provides the info, the footer adds trust, and the buttons invite action. For an SME, that means fewer repeated queries and more sales.
Concrete example
Imagine you have a clothing store and want to announce a sale. The template could be:
- Header: image of the product on sale (or text: 'End-of-month sale!')
- Body: 'Hello {{1}}, this week we have 20% off on the entire collection. Drop by the store or order it here.'
- Footer: 'Valid until 30/11. Store: Av. Corrientes 1234.'
- Buttons: 'View catalog' (opens your website) and 'Reply' (opens the chat)
With that structure, the customer understands what the offer is, when it expires, and what they can do. If you didn't use the footer, there could be doubts about validity; without buttons, the customer would have to type manually.
Common mistakes
- Put all the text in the header: the header is for a short title or a visual resource, not for a paragraph.
- Forgetting the footer with important data such as address or validity: it gives less confidence.
- Using too many buttons: Meta limits the number and types of buttons, and if you overdo it, it can look like spam.
- Not using variables ({{1}}, {{2}}) in the body: variables allow you to personalize, but if you don't fill them in correctly, the message arrives broken.
The exact character limits or the number of buttons may vary depending on the template type and region. Always check Meta's official documentation or the tool you use to create templates.
In Wando, when you use templates for your campaigns, the AI helps you write the body and the buttons, and reminds you to fill in the variables. But the structure is the same as we explained: header, body, footer, and buttons. If you understand that, you will create messages that your clients actually read.
How it is used in practice, step by step
Imagine a restaurant that wants to send a message to clients who haven't come in for a month. With the approved template, the owner opens Wando, chooses the template, and sends it to a segment of contacts. Wando's AI suggests the body if he needs it, but he approves it before it goes out. The message arrives with the header (a photo of the new dish), the body with the client's name ({{1}}), and a footer with the address.
When the client taps a button, for example 'See menu', it opens the link. If they tap 'Reply', a normal chat opens. There is no template there anymore: the business owner replies as usual, with the help of Wando's AI that suggests responses. The cycle is simple: the template opens the conversation, and then a person handles it.
What it is commonly confused with and how it differs
The most common confusion is thinking that a template is just another automatic message. It is not the same. An automatic message (like a welcome greeting) is triggered when the client writes to you. A template is a message that you initiate: it is the only way WhatsApp Business allows a business to write to a client first.
Another confusion: thinking that the header, body, footer, and buttons are decoration. They are not. Each part has a function and a limit. The header is for the hook, the body for the message, the footer for trust, and the buttons for action. If you mix up the functions, the message feels messy and the customer doesn't know what to do. In Wando, AI helps you write each part, but the logic is the same as in any tool.
What happens if you ignore the structure
If you ignore how a template is built, the first problem is concrete: Meta rejects it. And when Meta rejects a template, it doesn't tell you 'fix this', it tells you that it doesn't comply with policies. You have to rebuild it from scratch and wait for another approval, which can take up to 48 hours. For an SME, that means a campaign that was supposed to go out on Monday goes out on Thursday.
The second problem is more silent: a poorly built template that does get approved. If you put all the text in the body without a header or buttons, the message looks like spam. The customer reads it, doesn't understand what to do, and ignores it. The structure is not a whim of Meta: it's what makes a cold message feel like an invitation.
How it relates to Meta's official API
Templates are not an invention of Wando or any tool: they are a requirement of Meta's official WhatsApp API. The WhatsApp Cloud API doesn't let you send a message to a customer who didn't write to you first, unless you use an approved template. That's why when Wando lets you send campaigns, what it does is use that official API.
Another important thing: Meta's conversation prices vary by country. There is no single rate. If you want to know how much each template message costs you, you have to look at Meta's official documentation. Wando does not control those prices, and neither does any tool that uses the official API.
When NOT to use templates
Templates are not for everything. If you have a business where the customer always writes to you first, like a store that handles inquiries, you don't need templates for day-to-day operations. You need them to re-engage customers, announce offers, or send reminders. For daily support, the message inbox and suggested replies are enough.
They also aren't suitable for very urgent messages or information that changes constantly. A template gets approved and can't be edited. If your product price changes every week, a template with a fixed price won't work: you'll have to create a new one each time. In those cases, it's better to send a regular message when the customer has already written to you.
Common mistakes of those who are just getting the hang of it
The most expensive mistake is writing the message as if it were a regular WhatsApp. Templates have rules: you can't use shortened links, you can't promise things you don't deliver, and you can't write in all caps. Meta reviews the content, not just the structure.
Another mistake: not testing the variables. If the template has {{1}} and {{2}}, and your contact list doesn't have the data for the second field, the message arrives broken. Before sending a campaign, send yourself a test. And the last mistake: thinking buttons are optional. Buttons are what turn a message into an action. Without them, you're asking the customer to figure out what to do, and that's exactly what you don't want.
Frequently asked questions
How many buttons can I put in a WhatsApp template?+
It depends on the template type and Meta's approval. Generally, you can add up to 2 buttons (for example, one call-to-action and one quick reply), but limits may vary. Check Meta's official documentation for exact details.
Can I change the header or footer after the template is approved?+
Not directly. Once Meta approves a template, you cannot edit its content. You have to create a new template with the changes and wait for approval. That's why it's best to review carefully before submitting it.
What is a variable in the body of a template?+
A variable is a placeholder that gets filled with personalized information when sending, such as the customer's name. It is written with double curly braces, like this: {{1}}. This allows you to send the same message to many customers but with their name or specific data.
Do templates with images or videos take longer to be approved?+
They can. Templates with multimedia often require extra review from Meta, so approval time may be longer than a text-only one. It's not a fixed rule, but it's worth keeping in mind if you're in a hurry.
Can I use a template to reply to a customer's message?+
No, you don't need to. When a customer writes to you first, you can reply with a regular message within the conversation window. Templates are exclusively for starting the conversation, i.e., when the business writes first.
What happens if Meta rejects my template?+
You have to create a new one with the changes and wait for approval again, which can take up to 48 hours. A rejected template cannot be edited. That's why it's best to review the content and structure carefully before submitting it.
Can variables be used in the header or only in the body?+
Variables can be used in the header and in the body, but not in the footer. In the header, text variables are displayed as text; image or video variables are replaced by the file you upload when sending. The important thing is that the variable format matches the header type.
How long does it take for a template to be approved?+
Meta's timeframe is up to 48 hours. It can be less, but there is no way to guarantee immediate approval. If you have a campaign with a date, submit the template for review several days in advance.