Definition
A template message is a message format that a business prepares in advance and submits to Meta for approval. If a patient hasn't messaged you in the last 24 hours, you can only start the conversation again with an approved template.
Templates are grouped into categories (such as marketing and utility) and can include variables like the patient's name or an appointment date. They're sent exactly as approved; you can't add free text to them.
Why it matters for clinics
Clinics often need to get back to patients days later: a treatment plan reminder, pre-flight information, a follow-up appointment. Without templates, those follow-ups can't be sent within the rules. Short, personal, well-written templates improve reply rates and protect the number's quality rating.
Example
The template "Hi {{1}}, just a reminder about your consultation on {{2}}. If the time no longer works, we're happy to suggest another." is approved. An agent uses it for a patient who's been quiet for two days; when the patient replies, the 24-hour window opens again.