Message templates that get approved, with examples

Six templates you can adapt today, with the category each belongs in and why. Categories matter twice over: the wrong one gets you rejected, and marketing costs many times more than utility — which is where your bill comes from.

1. Order confirmation · utility

Hi {{1}}, your order {{2}} is confirmed. We'll message you here when it ships. You can reply to this chat if anything needs changing.

Utility because it follows an order. Note the last line: inviting a reply opens a free 24-hour service window, so any back-and-forth costs nothing.

2. Appointment reminder · utility

Hi {{1}}, this is a reminder of your appointment on {{2}} at {{3}}. Reply CONFIRM to keep it, or RESCHEDULE and we'll find another time.

Two things earn their place: a specific date and time rather than "tomorrow", and a reply that is easier than doing nothing. Why that matters.

3. Missed call follow-up · utility

Hi {{1}}, we missed your call just now. Reply here and we'll pick it up, or let us know a good time and we'll ring you back.

Utility because it follows the customer's own action. This is one of the highest-return templates most businesses can deploy — missed calls are usually the biggest leak in the funnel.

4. Quote or estimate ready · utility

Hi {{1}}, your quote for {{2}} is ready — {{3}}. It's valid until {{4}}. Reply here with any questions and we'll go through it.

Follows their request, so utility. Put the actual figure in the message rather than behind a link; templates whose only purpose is to get a tap tend to be refused.

5. Re-engagement · marketing

Hi {{1}}, it's been a while since your last {{2}}. If you'd like to book again, reply here and we'll sort a time. If you'd rather not hear from us, reply STOP.

Marketing, unambiguously — nothing triggered it but the passage of time. Do not try to file this as utility. Include the opt-out; it is expected, and it protects your quality rating.

6. One-time passcode · authentication

{{1}} is your verification code. It expires in 10 minutes. Do not share it with anyone.

Its own category, priced like utility. Nothing else belongs in it.

The rules these all follow

• Never open or close on a variable. A reviewer cannot see what the message says.
• Never put two variables together. Same reason.
• Give realistic samples. A sample of xxx is a rejection.
• Keep it mostly fixed text. "Hi {{1}}, {{2}}" is not a template, it is a hole.
• Say who you are. Especially on the first message to someone.
• Use your own domain for links. Shorteners hide the destination.

The full list of rejection causes, in the order worth checking, is here.

Two habits worth adopting

Submit early. Approval is neither instant nor promised. Templates for a campaign should go in days ahead, not the morning it launches.

Keep a spare. One boring, approved utility template that says a person will be in touch. When something urgent gets rejected you still have a way to reach people while you fix it.