1. Introduction

Definition

Approved WhatsApp template — a pre-prepared and Meta-approved message that can be sent to a WhatsApp subscriber outside the 24-hour window after their last incoming message. Templates are the only legal way to initiate outbound WhatsApp communication in sales funnels, Smart Sender mailings, and chat conversations on the Business WhatsApp Twilio channel.

The approval algorithm operates across the Engage (Engagement) and Convert (Conversion) stages of the customer lifecycle: it allows the business to reach a subscriber with promotional, transactional, or reactivation content even when the standard 24-hour service window has expired.

B2B operator (marketer or content manager) prepares the template text in the Leeloo.AI builder, sends it for approval to Twilio/Meta, and after receiving the Approved status uses it in funnels and Smart Sender mailings.

B2C client (subscriber) receives the approved template in WhatsApp as a standard message — they do not see any settings, only the final content with text, media, and buttons.

All sending events and statuses (Init, Approved, Rejected) are written to the Client's Card: template name, delivery time, button clicks, and reactions.

After reading, you will understand:

• what an Approved WhatsApp template is and why it is required outside the 24-hour window;

• the WhatsApp limitations on character count, buttons, and media;

• how to prepare a template in two ways — via the "Message templates" section or via the "Message" block;

• how to send a template for approval and track the Init → Approved status flow;

• how to use Approved templates in sales funnels, Smart Sender, and chats;

• the role of the template approval algorithm at the Engage and Convert lifecycle stages;

• the requirements for block names, template names, and button names that prevent rejection.

Purpose

The message approval algorithm is the compliance gateway for any outbound WhatsApp communication outside the 24-hour service window. Without it, the platform cannot legally send Business WhatsApp Twilio messages to subscribers who have gone silent. The specific role of the algorithm depends on the lifecycle stage on which it is used.

Engage (Engagement) — Approved templates deliver welcome sequences, lead magnets, webinar invitations, and warm-up chains to new subscribers via WhatsApp. The goal is to start the dialogue and pull the lead into the funnel even if they did not write to the business first.

Convert (Conversion) — Approved templates power follow-up chains, payment reminders, and Smart Sender broadcasts to leads who left without paying. The goal is to bring the subscriber back to the offer and close the deal even after the 24-hour window has expired.

2. Message approval rules

3. Template preparation

There are two ways to create a template on the platform.

3.1. Via the "Message templates" section

Open the Message templates section and create a new template for the WhatsApp messenger. The detailed description of all template settings is in the instruction "Message templates" (see the "Related instructions" section below).

3.2. Via the "Message" block

• create a blue Message block in the funnel;

• switch the channel to WhatsApp;

• name the broadcast block without spaces (example: WhatsApp_rozsilka_2);

• insert the prepared text;

• create a button — if the label contains two words, the first word starts with a capital letter, all subsequent letters lowercase (no emojis);

• add the link under the button (verify the URL is correct).

Click the Create template icon, enter the template name, choose or create a category, and click Save.

4. Template approval

To approve a template in WhatsApp, go to the Message templates section and select the category that contains the template.

1. Select the required template from the list and switch to the WhatsApp messenger tab.

2. Enable the checkbox Send template to WhatsApp.

3. Enter the template name (must FULLY match the block name).

4. Choose the message category — Marketing.

5. Select the language the template text is written in.

6. Click Save and confirm sending the message to WhatsApp.

After sending, the template moves to the Init status — Twilio/Meta is reviewing it.

You can track the current status of your templates in the Message templates section.

5. Using Approved templates

To use a template in a sales funnel, open the required funnel, open the block where the pre-approved template should be added, click + Message and choose the + Template message type.

Select the required template from the list, click Insert this message and save the message.

The message now has the Approved status — you can use it inside the funnel to send WhatsApp messages outside the 24-hour window after the last incoming message from a subscriber.

Related instructions

Key terms