Meta-Direct Template Approval from Salesforce

Overview

This guide explains how to create, configure, and submit WhatsApp message templates for Meta approval using the direct template creation flow inside Salesforce (360 SMS App). It expands on the original template walkthrough to cover all three Meta template categories — Utility, Marketing, and Authentication — including the Carousel template type, all supported button types, approval submission, status tracking, and common validation errors.

Template Naming Guidelines

When creating a template, follow these strict rules — they apply to every category:

• Use only lowercase letters (a–z)
• Use numbers (0–9) if required
• Use underscores ( _ ) to separate words
• Do NOT use:
  • Capital letters
  • Spaces
  • Special characters (e.g. – ! @ #)

Example:

• utility_template – correct
• Utility Template – incorrect (capitals, space)
• utility-template! – incorrect (hyphen, special character)

Template Categories at a Glance

Meta requires every WhatsApp template to be assigned one of three categories in the “Template Category” field. The category you choose determines which content rules, buttons, and review criteria apply.

Common Fields — Every Template Starts Here

Regardless of category, every new template begins on the same “Create Template” screen with these fields:

• Name Your Template – must follow the naming rules above.
• Template Category – Authentication, Marketing, or Utility. This choice reshapes the rest of the form.
• Select Language – the language Meta will review the template copy in.
• Select Object – the Salesforce object (e.g. Inquiry, Lead, Contact) whose merge fields you want available in the template.
• Select Number – the WhatsApp-enabled sender number this template will be associated with.

Creating a Utility Template

Utility templates are the most flexible category — use them for status updates, reminders, and any transactional message the customer is already expecting.

Steps

1. Click New on the SMS Template tab, then set Template Category to Utility.
2. Choose the Header type (Optional): None, Text, Image, Video, or Document.
3. If you choose a Text header and insert a merge field, Meta requires a Sample for Header Variable — provide a realistic example value (never real customer data) so Meta can review the template.
4. Write the Template Body. You can insert merge fields from the selected object via + Add Variable.
5. Optionally add a Footer.
6. Add Buttons if needed (see Buttons & Actions below).
7. Tick Request Approval from Meta and click Save.

Creating a Marketing Template

Marketing templates are used for promotions, announcements, and re-engagement campaigns. Because these are unsolicited by nature, Meta requires a clear way for the recipient to opt out.

Steps

1. Set Template Category to Marketing.
2. Choose a Header type (None, Text, Image, Video, or Document) exactly as with Utility templates.
3. Set Select Template Type to Custom (a standard text template) or Carousel (see the dedicated section below).
4. Write the Template Body and optional Footer.
5. Add at least one button that lets the customer opt out or disengage — typically a Quick Reply button such as “OPT-OUT” or “STOP.” Add any additional Call-to-Action buttons you need.
6. Tick Request Approval from Meta and Save.

Creating a Carousel Template (Marketing)

A Carousel template shows the customer a horizontally-scrollable set of cards, each with its own image/video, body text, and buttons. Use it for multi-product promotions, catalog highlights, or step-based offers.

Steps

1. Set Template Category to Marketing and Select Template Type to Carousel.
2. Write the main Template Body (this is the intro text shown above the cards).
3. Under Carousel, click Add Cards to open the Add Carousel Cards window.
4. For each card, upload an image or video (Upload Files or drag-and-drop) and write the Card Body (up to 1024 characters).
5. Add buttons to the card if needed — every card in the carousel must use the same button type(s) and the same sequence.
6. Click + to add another card. A Carousel template requires a minimum of 2 cards.
7. Save the cards, tick Request Approval from Meta on the main form, and Save the template.

Creating an Authentication Template

Authentication templates deliver one-time passcodes (OTPs). Meta locks most of the body copy for this category — you cannot free-type the message body. Instead, you assemble it from a small set of controlled options.

Steps

1. Set Template Category to Authentication.
2. Note the field-level message: “Content for authentication message templates can’t be edited. You can add additional content from the options below.”
3. Optionally tick Add security recommendation to append a standard security warning (e.g. reminding the customer not to share the code).
4. Optionally tick Add expiry time for the code, then set Expires in minutes (e.g. 10). This adds a code-expiry warning to the delivered message.
5. Under Buttons, the Button Text is fixed to Copy Code, and the OTP Value field holds the merge field Meta uses to inject the one-time code (for example {!360_OTP}).
6. Tick Request Approval from Meta and Save.

Buttons & Actions — Full Reference

Available button types depend on the template category. The table below summarizes every button type seen across Utility, Marketing, and Carousel templates.

Multiple buttons: You can add more than one button via + Add Button / + Add Buttons. On Carousel cards, remember that every card must repeat the identical button set and order.

Configuring a Flow (“Complete Flow”) Button

A Flow button launches a guided, multi-screen form directly inside WhatsApp — useful for surveys, lead-qualification questions, bookings, or any structured data collection. It is configured as a Call to Action button with its Type of Action set to Complete Flow.

Steps

1. On the template’s Buttons section, click + Add Button and choose Call to action.
2. Set Type of Action to Complete Flow, then enter the Button Text the customer will see (e.g. “View Flow”, “Survey Fill”).
3. Under Flow Setup – Choose an existing flow or create a new one – pick Use Existing to search and attach a flow you’ve already built, or + Create New to open the Flow screen builder.

Building a New Flow

1. + Create New opens the Create Flow builder with two tabs: Screens and Edit Contents. A new flow starts with five placeholder screens you can rename, reorder, add to, or delete.
2. Select a screen, then set its Screen Name and (optionally) rename its Button — the default is Continue.
3. Click + Add Component to insert content into the screen. Components are grouped into four families (see table below).
4. For answer-type components (Short Answer, etc.) set the *Type, a Label, and optional Instructions text.
5. Repeat for each screen, then use + Add Screen if you need more steps than the default five.
6. Once saved, the Flow Setup field on the main template switches from Create New / Use Existing to a dropdown (e.g. Custom Flow) so you can select the Flow you just built.

Submitting a Template for Meta Approval

This step is the same for every category:

• Request Approval from Meta – tick this checkbox while creating or editing the template.
• This step is mandatory — if left unchecked, the template saves as an SMS Template only and is never sent to Meta for review.

Approval Timeline

• Once submitted, Meta’s review typically takes up to 24 hours.
• In some cases approval happens sooner.

Checking Approval Status

Track status directly in Salesforce from the SMS Template list view or the template record’s Meta Status field.

• Approved – the template is live and ready to use.
• Pending – still under review by Meta.
• If Meta requires changes the template will need to be edited and resubmitted for another review — keep an eye on templates that stay in Pending longer than 24 hours.

Common Errors & Troubleshooting

Important Notes

• If Request Approval from Meta is not selected, the template will not be sent for approval and will be saved as an SMS Template only.
• Always verify the Meta Status before using a template in campaigns or messaging.
• Marketing templates must give the customer a way to opt out; templates without one are routinely rejected or held back.
• Authentication template content cannot be freely edited beyond the provided toggles (security recommendation, code expiry) — this is enforced by Meta, not by 360 SMS App.
• Carousel templates require a minimum of 2 cards, each with identical button configuration.

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