Multilingual WhatsApp Templates in IM: Seamless Customer Communication Across Languages

Configuring Multilingual WhatsApp Templates in IM




Introduction  

Multilingual WhatsApp templates in IM enable businesses to communicate with customers in their preferred language using pre-approved templates. 

Why use multilingual templates in IM?  

  1. Sends messages in the customer’s preferred language, improving engagement
  2. Ensures businesses adhere to local language regulations
  3. Personalized messages in native languages increase engagement
  4. Avoids language barriers in customer interactions
  5. Streamlines business communication with automated pre-approved translations

Key benefits of using multilingual templates  

For businesses  

  1. Avoids the need for separate messages for each language
  2. Keeps messaging uniform across multiple languages
  3. Personalized native-language messages leads to better user interactions

For customers  

  1. Customers feel more valued when addressed in their language
  2. Ensures inclusivity across diverse demographics
  3. Prevents delays caused by language change requests

Understanding language mapping in multilingual templates  

How languages are mapped to the default language  

  1. Each template has a default language that acts as the primary version.
  2. When a customer’s preferred language is available, the system automatically selects it.
  3. When the preferred language is unavailable, the template is sent in the default language.

Example language mapping

Customer Preferred Language
Mapped Language in Template
Fallback if Unavailable
Spanish (es)
Spanish (es)
English (en) (Default)
French (fr)
French (fr)
English (en) (Default)
German (de)
Not Available
English (en) (Default)
Hindi (hi)
Hindi (hi)
English (en) (Default)

What happens when deleting a language?  

  1. If a non-default language is deleted, customers using the deleted language will receive the default language version.
  2. If the default language is deleted, the system deletes all associated translations permanently.
For a list of supported languages, refer to WhatsApp's documentation.

WhatsApp template rejection reasons & when it can be used  

Common reasons for rejection  

  1. Templates must not include restricted content (e.g., gambling, financial services, or misleading promotions).
  2. Ensure placeholders (e.g., {{1}}, {{2}}) are used correctly across translations.
  3. Avoid aggressive promotional content.
  4. Translations must convey the same meaning as the default language template.
  5. WhatsApp only allows fixed domains for links.
  6. The business name in the templates must match the registered WhatsApp Business Account.
  7. Templates with excessive emojis, symbols, or capitalization may be rejected.

When can a template be used?  

  1. A template can be used immediately after WhatsApp approves it.
  2. Language pending approval cannot be used.
  3. If a template is rejected, it must be modified and resubmitted.
  4. Disabled templates cannot be used until re-enabled for a template to be active.
  5. At least one approved language is required for a template to be active.

Pricing for multilingual whatsApp templates  

  1. Each language variation of a template is billed separately as an individual template.
  2. Businesses are charged per approved template and per conversation initiated using that template.
  3. Pricing is based on WhatsApp’s conversation-based pricing model. Read more

Who can manage multilingual templates?  

  1. Admins can create, edit, and delete multilingual templates.
  2. Support Agents can only use pre-approved templates from the inbox but cannot modify them.

Creating a multilingual template  

  1. Navigate to → Setup > Instant Messaging > WhatsApp > Templates > Create Template.
  2. Click Create Template
    1. Enter the template name (must be unique) and select the category (Utility, Marketing).
    2. Choose the default language and enter the message text with placeholders ({{1}}, {{2}}).
  3. Add Translations
    1. Click Configure Languages, select the language, and enter the translated message.
  4. Submit for WhatsApp Approval
    1. The template will be reviewed and either approved or rejected.




If a template is submitted under the wrong category (e.g., marked as Utility when the content is Marketing in nature), Meta will automatically reclassify the template to Marketing category. For more details, refer to Meta's official documentation on template category guidelines.

Updating a multilingual template  

  1. Navigate to → Setup > Instant Messaging > WhatsApp > Templates.
  2. Find the template and click Edit.
  3. Modify the content or add a new language.
  4. Submit Changes for Approval.
 
                                                      

Deleting a multilingual template  

  1. Navigate to → Setup > Instant Messaging > WhatsApp > Templates.
  2. Find the template and click Delete.
  3. Ensure the template is not linked to active workflows.
  4. Confirm deletion.

Deleting this template message will permanently delete all associated translations. This action is irreversible. This action cannot be undone.

Frequently asked questions (FAQ)  

Can I add a translation after the template is approved?  

Yes, but the new language must go through WhatsApp approval. Please note translations must match with the default template.
 

What happens if a template translation is rejected?  

WhatsApp provides a reason for rejection. Modify and resubmit for approval.
 

How can I check which templates are approved?  

Approved templates are marked as Approved in the detail page and list page.
 

What happens if a customer's preferred language is missing?  

The default language version is sent as a fallback.

What happens if I submit a template under the wrong category?

If a template is submitted under the wrong category (e.g., marked as Utility when the content is Marketing in nature), Meta will automatically reclassify the template to the Marketing category. For more details, refer to Meta’s official documentation on template category guidelines.
 

Best practices  

  1. Track template usage to optimize cost based on WhatsApp' pricing model.
  2. Keep Placeholders identical across translations.
  3. Regular check for pending or rejected translations.
  4. Editing an approved template requires re-approval.
  5. Maintain version control and compliance records.