WhatsApp Business template changes rolling out Q4 2025
Meta tightened template categories and review rules. If you send booking or payment updates via WhatsApp, update your templates now.
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WhatsApp Business template changes rolling out Q4 2025
Meta is rolling out new template categories across the UK/EU through December. Approval now takes longer and certain phrases trigger auto-rejection. Here’s how Toolfy customers using WhatsApp updates should adapt.
What changed?
- New categories – “Utility”, “Marketing”, “Authentication”. Service reminders now sit under Utility.
- Sample required – Every submission needs a detailed example with variables filled.
- Auto-rejection keywords – Words like “free”, “discount”, or large emoji strings in Utility templates get rejected.
Update your templates
- Log in to WhatsApp Business Manager.
- For each Toolfy reminder workflow (booking confirmation, payment reminder, job completion):
- Ensure the template is tagged as Utility.
- Provide a full sample (e.g., “Hi Anna, your Toolfy Plumbing visit is booked for 14 Nov at 10:00.”).
- Re-submit if the status shows “Review required”.
Best practices to avoid rejection
- Keep marketing language out of Utility templates—no promos, just facts.
- Include business name + support contact in the footer.
- Limit placeholders; WhatsApp prefers short template variables.
Connecting back to Toolfy
- In Toolfy Reminders → Channels, ensure the WhatsApp template name matches the approved template in Meta.
- For customers who opt out on WhatsApp, switch them to SMS/email for future reminders.
- Use the Payment Escalation Playbook for any overdue accounts so you’re not reliant on WhatsApp delivery.
Still pending?
Meta’s current review time is 48–72h. If templates sit longer, open a Business Support ticket and include the template ID plus example message. Our team can help validate the content before you re-submit.
⚠️ Important Disclaimer
This guide is for general informational and educational purposes only. It does not constitute professional advice of any kind (legal, financial, tax, insurance, or otherwise).
Before making business decisions: Consult with qualified professionals (solicitors, accountants, insurance brokers, etc.) who can assess your specific circumstances. Laws, regulations, and industry standards change frequently and vary by location and situation.
Toolfy and the article authors accept no liability for decisions made or actions taken based on information provided in this guide. You are solely responsible for ensuring compliance with all applicable laws and regulations.
Frequently Asked Questions
What are the new WhatsApp Business template categories?
Why are my WhatsApp templates being rejected?
How long does WhatsApp template approval take?
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