> ## Documentation Index
> Fetch the complete documentation index at: https://docs.digifist.com/llms.txt
> Use this file to discover all available pages before exploring further.
# Templates vs Session Messages
> When a pre-approved template is required and when a free-form session message can be used — and how the four conversation categories (Marketing, Utility, Authentication, Service) affect both.
WhatsApp defines two types of outbound messages: **template messages** (pre-approved structured messages) and **session messages** (free-form messages inside an active 24-hour conversation window). Which type is required depends entirely on whether the window is open. Get this wrong and the message fails to send — there's no graceful fallback.
This page covers the mechanics of each message type, when each is mandatory, and how the four conversation categories (Marketing, Utility, Authentication, Service) shape what content you can put in a template.
## Quick reference
| | Template message | Session message |
| -------------------------------- | ----------------------------------------------- | ----------------------------------------------- |
| **Requires Meta approval** | ✅ Yes | ❌ No — free-form |
| **When it can be sent** | Any time, inside or outside the window | Only inside an active 24-hour window |
| **Content** | Fixed structure with optional dynamic variables | Free-form text, images, documents, audio, video |
| **Use in campaigns** | Required | Not allowed |
| **Use in automations** | Required | Not allowed |
| **Use in Inbox (window open)** | Optional — session messages preferred | Preferred |
| **Use in Inbox (window closed)** | Required | Not allowed |
## Template messages
Template messages are pre-approved by Meta before they can be sent. They have a fixed structure — header (text, image, video, document, or location), body (with optional dynamic variables), footer, and buttons (quick replies, URLs, or phone numbers) — with variables that are populated at send time from customer or order data.
Templates are required for:
* **All campaign broadcasts** — campaigns are always proactive outbound
* **All automation-triggered messages** — automations fire on Shopify or platform events, not customer messages
* **Any proactive outbound message** when no active conversation window exists
* **Inbox agent replies** when the 24-hour window has closed
Templates are created and submitted via **Templates → New template** in the Galantis app. Approval typically takes minutes to a few hours; some categories (Authentication) get reviewed faster than others. A template in `DRAFT`, `PENDING`, or `REJECTED` status cannot be sent.
**Match the template category to the actual content.** Submitting a marketing message as a Utility template — to bypass marketing restrictions or to save on Meta's per-message cost — is a Meta policy violation. Templates get rejected during review, and repeat violations downgrade your phone number's quality. See [Template categories](/galantis/whatsapp/templates/template-categories) for the rules of each category.
## The four conversation categories
Every template you submit must be categorized as one of Meta's four [conversation categories](https://whatsappbusiness.com/products/conversation-categories/marketing/):
Promotional and transactional-with-promotional content. Discounts, product launches, abandoned-cart recoveries, re-engagement. **Requires explicit marketing opt-in.** Highest Meta per-message cost.
Transactional, informational, service messages about a customer's existing relationship with your store. Order confirmations, shipping updates, return status. **No marketing opt-in required** (but the customer must have provided their number).
One-time passcodes (OTP) and verification messages. Login codes, account verification, password reset. Strict format requirements; lowest Meta per-message cost.
Free-form replies inside the 24-hour customer service window. Doesn't require an approved template — this is the session-message mode.
In Galantis, **every delivered template consumes exactly 1 Conversation credit**, regardless of category — see [Billing — conversations](/galantis/whatsapp/billing/conversations). Meta's per-conversation cost on its own invoice varies by category and destination country; that's a separate Meta charge, not a Galantis credit. See [Meta rate card](/galantis/whatsapp/billing/meta-rate-card).
## Session messages
Session messages are free-form and require no approval. They can only be sent inside an active 24-hour [conversation window](/galantis/whatsapp/compliance/conversation-window) — meaning the customer must have sent an inbound message within the last 24 hours.
Session messages are available to:
* **Inbox agents** replying to an active inbound conversation
* (Automations and campaigns never use session messages — they always send templates regardless of window state)
Inside an open window, session messages support:
* Free-form text up to 4,096 characters
* Images, videos, documents, audio messages, voice notes
* Contact cards and locations
* Interactive components (quick replies, list messages)
This is what makes WhatsApp feel like genuine customer support — agents reply naturally without picking from a fixed list of pre-approved phrases.
## Practical implications
**For campaign builders** — every campaign requires a template. There is no session-message equivalent for broadcast sends. Plan template creation and approval time into your campaign schedule: 1–2 days lead time is safe for Marketing templates, 1–2 hours typically for Utility, and minutes for Authentication.
**For automation builders** — every Action node sends a template. When building flows, ensure the template assigned to each Action node has `APPROVED` status before activating the automation. Automations referencing unapproved templates are flagged in the validator and can't be activated until resolved.
**For Inbox agents** — the Inbox interface adapts to the window state. With an active window, agents type freely. Once the window closes, the reply box switches to a template picker so agents pick an approved template to re-open the conversation. No manual time-tracking is needed.
## Why category accuracy matters
Submitting the wrong category isn't just a paperwork issue — it cascades into real problems:
* **Higher rejection rate at submission**: Meta's reviewers actively check that content matches the declared category. A promotional message submitted as Utility is the most common rejection reason.
* **Quality damage if approved by accident**: If a mis-categorized template slips through and customers report it as unwanted marketing, your phone number's quality rating takes a hit. See [Quality & deliverability](/galantis/whatsapp/compliance/quality-deliverability).
* **Policy strikes**: Repeated mis-categorization is treated as a deliberate workaround and can lead to messaging restrictions or account-level enforcement.
The shortest path through these problems: be honest about what each template is. If it includes a discount, CTA, or offer — Marketing. If it's a status update with no promotion — Utility. If it's a one-time code — Authentication. See [Template categories](/galantis/whatsapp/templates/template-categories) for full guidance.
***
How the 24-hour window opens, resets, and closes.
Detailed rules for what content fits in Marketing, Utility, and Authentication.
Marketing requires opt-in; Utility doesn't — the consent rules in detail.
How to build, submit, and manage templates in Galantis.