Send a utility message

Updated: Mar 13, 2026

This document shows you how to send a utility message.

What's a utility message?

A utility message is a message, created from a template, sent to your customers that contain order or account status updates, and appointment or event reminders, and can be personalized with a customer's name, locale, appointment or event date, and more. A utility message template contains placeholder values such as a person's name, order id, tracking number, and so on, that are filled in at the time the message is sent to the consumer. Your app users can create their own utility message templates or use one of Meta's utility message templates to create these messages.

How it works

There are a number of flows for your app users to send utility messages:

Use a Meta template

Search for a template
Clone it to the Page's template library
Send a message

Create and send a Page-owned template

Create a template
Receive approval (within seconds of creation)
Send a message

Use an existing Page-owned template

Search for a template (already approved)
Send a message

Note: Facebook Pages are not required to be linked to a business to send utility messages.

Side-by-side of a utility message template with placeholders and the filled-in message sent to a consumer

Before You Start

This guide assumes you have set up your webhooks server to receive notifications and subscribed to the message_template_status_update field as well as other webhook messaging fields your app user's utility messages need.

You need the following:

The ID for the Page sending the message
The Page-scoped ID of the customer receiving the message
A Page access token from your app user who is sending the message
Your app user has granted your app the page_utility_messaging permission

Limitations

Utility messages must not contain marketing materials. Learn more in our Marketing Messages documentation.

Meta utility message templates

Meta has a number of pre-approved templates that your app users can use to send utility templates.

Step 1. Search for a template

To get a list of Meta utility message templates, send a GET request to the /message_template_library endpoint. Add additional parameters to refine your search. In the following example we are searching for English templates that include the word "order" in the name or message content.

curl -X GET "https://graph.facebook.com/v25.0/message_template_library?name_or_content=order&language=en?access_token=EAACE..."

On success your app receives a JSON response with a list of templates that match the query. The template's name value is needed to use the template for your app user's utility messages.

{  
  "data": [  
    {  
      "name": "order_confirmation_1",  
      "language": "en",  
      "category": "UTILITY",  
      "topic": "ORDER_MANAGEMENT",  
      "usecase": "DELIVERY_CONFIRMATION",  
      "industry": [  
        "E_COMMERCE"  
      ],  
      "body": "{{1}}, your order was successfully delivered!  
  
You can track your package and manage your order below.",  
      "body_params": [  
        "John"  
      ],  
      "body_param_types": [  
        "TEXT"  
      ],  
      "buttons": [  
        {  
          "type": "URL",  
          "text": "Manage order",  
          "url": "https://www.example.com"  
        }  
      ],  
      "id": "7635027653257090"  
    },  
    ...                               // List is truncated for brevity  
  ]  
}

Step 2. Clone the template

To clone a Meta utility message template to a Page's template library, send a POST request to the /<PAGE_ID>/message_templates endpoint with the following parameters:

name set to the name of the cloned template
category set to UTILITY
language set to the language code for this message
library_template_name set to the name of the Meta template being cloned (order_confirmation_1)

In the following example, the the cloned template requires the additional library_template_body_inputs and library_template_button_inputs parameters set to the components containing the app user's values.

curl -X POST -H "Content-Type: application/json"
     -d '{
           "name": "jaspers_market_order_confirmation_1",
           "category": "UTILITY",
           "language": "en_US",
           "library_template_name": "order_confirmation_1",
           "library_template_body_inputs": [
             {
                "type": "body",
                "text": "{{1}}, your order was successfully delivered!\n\n You can track your package and manage your order below."
             }
           ],
           "library_template_button_inputs": [
             {
                "type": "URL",
                "text": "Manage your order",
                "url": {
                  "base_url": "https://www.jaspersmarket.com/"
                }
             }
           ]
         }' "https://graph.facebook.com/v25.0/1909458034523498/message_templates?access_token=EAACE..."

On success your app receives a JSON response with the template's ID, the approval status, and the template category.

{
  "id": "102295129340398",
  "status": "APPROVED",
  "category": "UTILITY"
}

Step 3. Send a message

To send a utility message from a cloned Meta template, send a POST request to the /<PAGE_ID>/messages endpoint with the following parameters:

recipient.id set to the Page-scoped ID for the person your app user is sending the message to
messaging_type set to UTILITY
template with the following parameters:
- name set to the name of the specific template being used to create the message
- language.code set to the language code for this message
- components array with the following parameters:
  - type set to body
  - parameters.type set to text
  - parameter.text set to the input needed for the template

curl -X POST -H "Content-Type: application/json" -d '{
  "recipient": {
    "id":"2348927398743287"
  },
  "template": {
    "name": "jaspers_market_order_confirmation_1",
    "language": { "code": "en" },
    "components": [
      {
        "type": "body",
        "parameters": [
          {
            "type": "body",
            "text": "566701"
          }
        ]
      }
    ]
  }
}' "https://graph.facebook.com/v25.0/1909458034523498/messages?access_token=EAACE..."

Page-owned utility message template

Your app users can create their own template for their utility messages.

Step 1. Create a Page-owned template

To create a utility message template, send a POST request to the /<PAGE_ID>/message_templates endpoint with the following required parameters:

name set to the name of the template
language set to the language of the message text
category set to UTILITY
components set to an array of message components including an example with message values

Parameter Formats

Templates support two parameter formats:

Named parameters — Placeholders use descriptive names: {{customer_name}}, {{order_id}}. Set parameter_format to NAMED when creating the template. Example values are provided in the body_text_named_params and header_text_named_params fields using param_name and example pairs.
Positional parameters (default) — Placeholders use sequential numbers: {{1}}, {{2}}, {{3}}. Example values are provided in the body_text and header_text fields. This is the default format when parameter_format is not specified.

Text-Only Templates (Named Parameters)

In the following example, we use named parameters with descriptive placeholder names. The parameter_format is set to NAMED, and example values are provided using body_text_named_params and header_text_named_params with param_name and example pairs.

curl -H 'Content-Type: application/json' \
     -d '{
           "name": "jaspers_market_order_delivery_update_named_us",
           "language": "en",
           "category": "UTILITY",
           "parameter_format": "NAMED",
           "components": [
            {
              "type": "HEADER",
              "format": "TEXT",
              "text":"{{order_type}} Update",
              "example": {
               "header_text_named_params": [
                 {
                   "param_name": "order_type",
                   "example": "Order"
                 }
               ]
              }
             },
             {
               "type": "BODY",
               "text": "Good news! Your order #{{order_id}} is on its way. Thank you for your order, {{customer_name}}!",
               "example": {
                 "body_text_named_params": [
                   {
                     "param_name": "order_id",
                     "example": "566701"
                   },
                   {
                     "param_name": "customer_name",
                     "example": "John"
                   }
                 ]
               }
             }
           ]
         }' "https://graph.facebook.com/v25.0/102290129340398/message_templates?access_token=EAAJB..."

Text-Only Templates (Positional Parameters)

In the following example, we have message body text and header text. The body component and header component includes example customer information that would be used to customize the message.

curl -H 'Content-Type: application/json' \
     -d '{
           "name": "jaspers_market_order_delivery_update_us",
           "language": "en",
           "category": "UTILITY",
           "components": [
            {
              "type": "HEADER",
              "format": "TEXT",
              "text":"{{1}} Update",
              "example": {
               "header_text":["Order"]
              }
             },
             {
               "type": "BODY",
               "text": "Good news! Your order #{{1}} is on its way. Thank you for your order!",
               "example": {
                 "body_text": [
                   [
                     "566701"
                   ]
                 ]
               }
             }
           ]
         }' "https://graph.facebook.com/v25.0/102290129340398/message_templates?access_token=EAAJB..."

Text + Image Templates

You can also create templates with images. Images need to be first uploaded using the Resumable Upload API to generate the handle for the image. You can then use the handle and pass it in the Header component while creating the template.

curl -H 'Content-Type: application/json' \
     -d '{
           "name": "jaspers_market_order_delivery_update_named_us",
           "language": "en",
           "category": "UTILITY",
           "parameter_format": "NAMED",
           "components": [
             {
              "type": "HEADER",
              "format": "IMAGE",
              "text":"{{order_type}} Update",
              "example": {
               "header_handle": ["4:dGVzdF9pbWFn......."],
               "header_text_named_params": [
                 {
                   "param_name": "order_type",
                   "example": "Order"
                 }
               ]
              }
             },
             {
               "type": "BODY",
               "text": "Good news! Your order #{{order_id}} is on its way. Thank you for your order, {{customer_name}}!",
               "example": {
                 "body_text_named_params": [
                   {
                     "param_name": "order_id",
                     "example": "566701"
                   },
                   {
                     "param_name": "customer_name",
                     "example": "John"
                   }
                 ]
               }
             }
           ]
         }' "https://graph.facebook.com/v25.0/102290129340398/message_templates?access_token=EAAJB..."

On success your app receives a JSON response with the template ID, the review status, and the template category.

{
  "id": "104595129340398",
  "status": "APPROVED",
  "category": "UTILITY"
}

Step 2. Send a message

To send a utility message using a template from your app user's template library, send a POST request to the /<PAGE_ID>/messages endpoint with the following required parameters:

recipient.id set to the Page-scoped ID for the person your app user is sending the message to
message.template set to a list of parameters:
name set to the name of the specific template being used to create the message
language set to the language code for this template
components set to an array of component objects with parameters to fill in the template placeholders

Sending with Positional Parameters

For templates created with positional parameters (the default), parameters are matched by position. In the following example, {{1}} in the header will be replaced with the first header parameter, and {{1}} in the body will be replaced with the first body parameter.

curl -X POST -H "Content-Type: application/json" -d '{
  "recipient": {
    "id": "2348927398743287"
  },
  "message": {
    "template": {
      "name": "jaspers_market_order_delivery_update_us",
      "language": {
        "code": "en"
      },
      "components": [
        {
          "type": "header",
          "parameters": [
            {
              "type": "text",
              "text": "Order"
            }
          ]
        },
        {
          "type": "body",
          "parameters": [
            {
              "type": "text",
              "text": "566701"
            }
          ]
        }
      ]
    }
  }
}' "https://graph.facebook.com/v25.0/1909458034523498/messages?access_token=EAACE..."

Sending with Named Parameters

For templates created with parameter_format set to NAMED, include the parameter_name field in each parameter to match it to the corresponding placeholder in the template. In the following example, {{order_type}} in the header and {{order_id}} and {{customer_name}} in the body will be replaced with their respective values.

curl -X POST -H "Content-Type: application/json" -d '{
  "recipient": {
    "id": "2348927398743287"
  },
  "message": {
    "template": {
      "name": "jaspers_market_order_delivery_update_named_us",
      "language": {
        "code": "en"
      },
      "components": [
        {
          "type": "header",
          "parameters": [
            {
              "type": "text",
              "parameter_name": "order_type",
              "text": "Order"
            }
          ]
        },
        {
          "type": "body",
          "parameters": [
            {
              "type": "text",
              "parameter_name": "order_id",
              "text": "566701"
            },
            {
              "type": "text",
              "parameter_name": "customer_name",
              "text": "John"
            }
          ]
        }
      ]
    }
  }
}' "https://graph.facebook.com/v25.0/1909458034523498/messages?access_token=EAACE..."

On success your app will receive a JSON response with the recipient ID and message ID.

{  
  "recipient_id": "25381719828140932",  
  "message_id": "m_zm2fACsz21560tai1om-TvABABVG5smou58Xoe7OB4ekibklqP8d2WdzC-Z8j2LVG1G43QVrtVr-jwVZFg72kg"  
}

Use an existing Page's template

Step 1. Search for a template

To get a list of a Page's utility message templates, send a GET request to the /<PAGE_ID>/message_templates endpoint.

Add additional parameters to find specific utility message types. In the following example we are searching for templates that include the word "delivery_confirmation" in the template name.

curl -X GET "https://graph.facebook.com/v25.0/102290129340398/message_templates?name=delivery_confirmation&access_token=EAAJB..."

On success your app receives a JSON response with a list of templates that match your query. You will need the template name value to use the template for your app user's utility messages.

{  
  "data": [  
    {  
      "name": "delivery_confirmation_1",  
      "language": "en",  
      "category": "UTILITY",  
      "topic": "ORDER_MANAGEMENT",  
      "usecase": "DELIVERY_CONFIRMATION",  
      "industry": [  
        "E_COMMERCE"  
      ],  
      "body": "{{1}}, your order was successfully delivered!",  
      "body_params": [  
        "Mark"  
      ],  
      "body_param_types": [  
        "TEXT"  
      ],  
      "id": "7635027653257090"  
    },  
    {  
      "name": "delivery_confirmation_2",  
    ...  
    },  
  ]  
}

Step 2. Send a message

To send a utility message using a template from your app user's template library, send a POST request to the /<PAGE_ID>/messages endpoint with the following required parameters:

recipient.id set to the Page-scoped ID for the person your app user is sending the message to
message.template set to a list of parameters:
name set to the name of the specific template being used to create the message
language set to the language code for this template
components set to an array of component objects with parameters to fill in the template placeholders

Sending with Positional Parameters

curl -X POST -H "Content-Type: application/json" -d '{
  "recipient": {
    "id": "2348927398743287"
  },
  "message": {
    "template": {
      "name": "jaspers_market_order_delivery_update_us",
      "language": {
        "code": "en"
      },
      "components": [
        {
          "type": "header",
          "parameters": [
            {
              "type": "text",
              "text": "Order"
            }
          ]
        },
        {
          "type": "body",
          "parameters": [
            {
              "type": "text",
              "text": "566701"
            }
          ]
        }
      ]
    }
  }
}' "https://graph.facebook.com/v25.0/1909458034523498/messages?access_token=EAACE..."

Sending with Named Parameters

curl -X POST -H "Content-Type: application/json" -d '{
  "recipient": {
    "id": "2348927398743287"
  },
  "message": {
    "template": {
      "name": "jaspers_market_order_delivery_update_named_us",
      "language": {
        "code": "en"
      },
      "components": [
        {
          "type": "header",
          "parameters": [
            {
              "type": "text",
              "parameter_name": "order_type",
              "text": "Order"
            }
          ]
        },
        {
          "type": "body",
          "parameters": [
            {
              "type": "text",
              "parameter_name": "order_id",
              "text": "566701"
            },
            {
              "type": "text",
              "parameter_name": "customer_name",
              "text": "John"
            }
          ]
        }
      ]
    }
  }
}' "https://graph.facebook.com/v25.0/1909458034523498/messages?access_token=EAACE..."

On success your app will receive a JSON response with the recipient ID and message ID.

{  
  "recipient_id": "25381719828140932",  
  "message_id": "m_zm2fACsz21560tai1om-TvABABVG5smou58Xoe7OB4ekibklqP8d2WdzC-Z8j2LVG1G43QVrtVr-jwVZFg72kg"  
}

Use a Template with Customizable Postback Button

Step 1. Create a template with a postback button

To create a utility message template, send a POST request to the /<PAGE_ID>/message_templates endpoint with the following required parameters:

name set to the name of the template
language set to the language of the message text
category set to UTILITY
components set to an array of message components including an example with message values

In the following example, we have a customizable message body text and a POSTBACK button with a customizable payload.

Using Positional Parameters

curl -X POST -H "Content-Type: application/json" -d '{  
  "name": "jaspers_market_order_confirmation_update_us",  
  "language": "en",  
  "category": "UTILITY",  
  "components": [  
    {  
      "type": "BODY",  
      "text": "Your order is now {{1}}",  
      "example": {  
        "body_text": [  
          [  
            "Your order is now confirmed"  
          ]  
        ]  
      }  
    },  
    {  
      "type": "BUTTONS",  
      "buttons": [  
        {  
          "type": "POSTBACK",  
          "text": "Track Order",  
          "payload": "order_id_{{2}}"  
        }  
      ]  
    }  
  ]  
}' "https://graph.facebook.com/v21.0/1909458034523498/messages?access_token=EAACE..."

Using Named Parameters

You can also use named parameters for the body text by setting parameter_format to NAMED. Note that button payloads continue to use positional parameters.

curl -X POST -H "Content-Type: application/json" -d '{  
  "name": "jaspers_market_order_confirmation_update_named_us",  
  "language": "en",  
  "category": "UTILITY",  
  "parameter_format": "NAMED",  
  "components": [  
    {  
      "type": "BODY",  
      "text": "Your order is now {{order_status}}",  
      "example": {  
        "body_text_named_params": [  
          {  
            "param_name": "order_status",  
            "example": "confirmed"  
          }  
        ]  
      }  
    },  
    {  
      "type": "BUTTONS",  
      "buttons": [  
        {  
          "type": "POSTBACK",  
          "text": "Track Order",  
          "payload": "order_id_{{number}}"  
        }  
      ]  
    }  
  ]  
}' "https://graph.facebook.com/v21.0/1909458034523498/messages?access_token=EAACE..."

On success your app receives a JSON response with the template ID, the review status, and the template category.

{
  "id": "104595129340398",
  "status": "APPROVED",
  "category": "UTILITY"
}

Step 2. Send a message

To send a utility message using a template from your app user's template library, send a POST request to the /<PAGE_ID>/messages endpoint with the following required parameters:

recipient.id set to the Page-scoped ID for the person your app user is sending the message to
message.template set to a list of parameters:
- name set to the name of the specific template being used to create the message
- language set to the language code for this template
- components set to the name of the app user's template library

Add additional parameters to customize the message. In the following example, {{1}} and {{2}} will be replaced with the recipient's order ID, updating both the body text and the POSTBACK button's payload.

Note: The example uses positional parameters. If your template was created with parameter_format set to NAMED, you must include the parameter_name field in each body parameter. The button payload remains the same for both positional and named parameter formats. See Send a message for details.

curl -X POST -H "Content-Type: application/json" -d '{  
  "recipient": {  
    "id": "25381719828140932"  
  },  
  "messaging_type": "UTILITY",  
  "message": {  
    "template": {  
      "name": "jaspers_market_order_confirmation_update_us",  
      "language": {  
        "code": "en"  
      },  
      "components": [  
        {  
          "type": "body",  
          "parameters": [  
            {  
              "type": "text",  
              "text": "confirmed"  
            }  
          ]  
        },  
        {  
          "type": "buttons",  
          "parameters": [  
            {  
              "type": "POSTBACK",  
              "payload": "12345"  
            }  
          ]  
        }  
      ]  
    }  
  }  
}' "https://graph.facebook.com/v21.0/1909458034523498/messages?access_token=EAACE..."

On success your app will receive a JSON response with the template ID, review status, and template category.

{  
  "recipient_id": "25381719828140932",  
  "message_id": "m_zm2fACsz21560tai1om-TvABABVG5smou58Xoe7OB4ekibklqP8d2WdzC-Z8j2LVG1G43QVrtVr-jwVZFg72kg"  
}

Use a Template with Customizable URL Button

Step 1. Create a template with a URL button

To create a utility message template, send a POST request to the /<PAGE_ID>/message_templates endpoint with the following required parameters:

name set to the name of the template
language set to the language of the message text
category set to UTILITY
components set to an array of message components including an example with message values

In the following example, we have a customizable message body text and a URL button with a customizable URL.

Using Positional Parameters

curl -X POST -H "Content-Type: application/json" -d '{  
  "name": "jaspers_market_order_confirmation_update_us",  
  "language": "en",  
  "category": "UTILITY",  
  "components": [  
    {  
      "type": "BODY",  
      "text": "Your order is now {{1}}",  
      "example": {  
        "body_text": [  
          [  
            "Your order is now confirmed"  
          ]  
        ]  
      }  
    },  
    {  
      "type": "BUTTONS",  
      "buttons": [  
        {  
          "type": "URL",  
          "text": "Track Order",  
          "url": "http://www.example.com/orders/{{1}}",  
          "example": {  
            "url_suffix_example": "https://www.example.com/orders/1234"  
          }  
        }  
      ]  
    }  
  ]  
}' "https://graph.facebook.com/v21.0/1909458034523498/messages?access_token=EAACE..."

Using Named Parameters

You can also use named parameters for the body text by setting parameter_format to NAMED. Note that URL button suffixes continue to use positional parameters.

curl -X POST -H "Content-Type: application/json" -d '{  
  "name": "jaspers_market_order_confirmation_update_named_us",  
  "language": "en",  
  "category": "UTILITY",  
  "parameter_format": "NAMED",  
  "components": [  
    {  
      "type": "BODY",  
      "text": "Your order is now {{order_status}}",  
      "example": {  
        "body_text_named_params": [  
          {  
            "param_name": "order_status",  
            "example": "confirmed"  
          }  
        ]  
      }  
    },  
    {  
      "type": "BUTTONS",  
      "buttons": [  
        {  
          "type": "URL",  
          "text": "Track Order",  
          "url": "http://www.example.com/orders/{{url_suffix}}",  
          "example": {  
            "url_suffix_example": "https://www.example.com/orders/1234"  
          }  
        }  
      ]  
    }  
  ]  
}' "https://graph.facebook.com/v21.0/1909458034523498/messages?access_token=EAACE..."

On success your app receives a JSON response with the template ID, the review status, and the template category.

{
  "id": "104595129340398",
  "status": "APPROVED",
  "category": "UTILITY"
}

Step 2. Send a message

To send a utility message using a template from your app user's template library, send a POST request to the /<PAGE_ID>/messages endpoint with the following required parameters:

recipient.id set to the Page-scoped ID for the person your app user is sending the message to
message.template set to a list of parameters:
- name set to the name of the specific template being used to create the message
- language set to the language code for this template
- components set to the name of the app user's template library

Add additional parameters to customize the message. In the following example, {{1}} in the body text will be replaced with with the word confirmed and the {{1}} in the URL of the button will be replaced with the order ID.

Note: The example uses positional parameters. If your template was created with parameter_format set to NAMED, you must include the parameter_name field in each body parameter. The button URL suffix remains the same for both positional and named parameter formats. See Send a message for details.

curl -X POST -H "Content-Type: application/json" -d '{  
  "recipient": {  
    "id": "25381719828140932"  
  },  
  "messaging_type": "UTILITY",  
  "message": {  
    "template": {  
      "name": "jaspers_market_order_confirmation_update_us",  
      "language": {  
        "code": "en"  
      },  
      "components": [  
        {  
          "type": "body",  
          "parameters": [  
            {  
              "type": "text",  
              "text": "confirmed"  
            }  
          ]  
        },  
        {  
          "type": "buttons",  
          "parameters": [  
            {  
              "type": "URL",  
              "url": "1234"  
            }  
          ]  
        }  
      ]  
    }  
  }  
}' "https://graph.facebook.com/v21.0/1909458034523498/messages?access_token=EAACE..."

On success your app will receive a JSON response with the template ID, review status, and template category.

{  
  "recipient_id": "25381719828140932",  
  "message_id": "m_zm2fACsz21560tai1om-TvABABVG5smou58Xoe7OB4ekibklqP8d2WdzC-Z8j2LVG1G43QVrtVr-jwVZFg72kg"  
}

Utility Messages in Conversation API

Utility Messages that use only a BODY component will be represented in the Conversation API the same as basic text messages whereas messages that use a HEADER and BUTTONS components will be represented the same as generic template messages.

Example: Utility Message with Only a Body in Conversation API

curl -X GET "https://graph.facebook.com/v21.0/me/messages?access_token=EAACE..."

{  
  "data": [  
    {  
      "messages": {  
        "data": [  
          {  
            "message": "Good news! Your order #123123123 is confirmed!",  
            "id": "m_-9paUc9QYpm9VbVRgslJlNAcspcsz2P9LWJH6flWihChxY9ujvS623AfYOMWiHeq_fgsSh4GXjGwTPWN9Slm2Q"  
          },  
  ...  
}

Example: Utility Message With Header or Buttons in Conversation API

curl -X GET "https://graph.facebook.com/v21.0/me/messages?access_token=EAACE..."

{  
  "data": [  
    {  
      "messages": {  
        "data": [  
          {  
            "attachments": {  
              "data": [  
                {  
                  "generic_template": {  
                    "title": "Order is being shipped",  
                    "subtitle": "Good news! Your order #123123123 is now shipped. The tracking number is #track123"  
                  }  
                }  
              ]  
            },  
            "message": "",  
            "id": "m_qvfnMpHYUNzLf__jekbCjdAcspcsz2P9LWJH6flWihCIJ-wkOtKKkRzUDwl0nKO-is6mGR_WeP0caoCVKTWfLw"  
          },  
  ...  
}

Common Template Rejection Reasons

Submissions are commonly rejected for the following reasons, so make sure you avoid these mistakes.

Parameter Formatting

Variable parameters are missing or have mismatched curly braces. The correct format is {{1}}.
Variable parameters contain special characters such as a #, $, or %.
Variable parameters are not sequential. For example, {{1}}, {{2}}, {{4}}, {{5}} are defined but {{3}} does not exist.
Template contains too many variable parameters relative to the message length. You need to decrease the number of variable parameters or increase the message length.
The message template cannot start or end with a parameter. In essence, dangling parameters are not allowed. In this case, the template will not be able to be created.

The below table shows various rejection reason codes and their details.

Rejection Reason Code	Description
`INCORRECT_PARAMS`	Your template has incorrect parameter formatting. Parameters must use double curly braces (e.g., `{{1}}` for positional parameters). Common issues include: * Using single braces (e.g., `{1}`) * Mixing positional and named parameter formats * Invalid positional parameters (e.g., `{{1a}}`, `{{name}}` when using positional format)
`PARAMS_TO_WORD_RATIO_EXCEED_LIMIT`	The template contains too many variable parameters relative to the message length
`TAG_SHOULD_BE_MARKETING`	Template doesn't qualify for Utility Messages due to presence of marketing related content

Content and Policy Violations

The message template contains content that violates Utility Messages policy: When you offer goods or services for sale, we consider all messages and media related to your goods or services, including any descriptions, prices, fees, taxes and/or any required legal disclosures, to constitute transactions.
Do not request sensitive identifiers from users. For example, do not ask people to share full length individual payment card numbers, financial account numbers, National Identification numbers, or other sensitive identifiers. This also includes not requesting documents from users that might contain sensitive identifiers. Requesting partial identifiers (ex: last 4 digits of their Social Security number) is OK.
The content contains potentially abusive or threatening content, such as threatening a customer with legal action or threatening to publicly shame them.

Upi Intent

message_template_status_update webhook reference

Send a utility message ​

What's a utility message? ​

How it works ​

Create and send a Page-owned template ​

Use an existing Page-owned template ​

Before You Start ​

Limitations ​

Meta utility message templates ​

Step 1. Search for a template ​

Step 2. Clone the template ​

Step 3. Send a message ​

Page-owned utility message template ​

Step 1. Create a Page-owned template ​

Parameter Formats ​

Text-Only Templates (Named Parameters) ​

Text-Only Templates (Positional Parameters) ​

Text + Image Templates ​

Step 2. Send a message ​

Sending with Positional Parameters ​

Sending with Named Parameters ​

Use an existing Page's template ​

Step 1. Search for a template ​

Step 2. Send a message ​

Sending with Positional Parameters ​

Sending with Named Parameters ​

Use a Template with Customizable Postback Button ​

Step 1. Create a template with a postback button ​

Using Positional Parameters ​

Using Named Parameters ​

Step 2. Send a message ​

Use a Template with Customizable URL Button ​

Step 1. Create a template with a URL button ​

Using Positional Parameters ​

Using Named Parameters ​

Step 2. Send a message ​

Utility Messages in Conversation API ​

Example: Utility Message with Only a Body in Conversation API ​

Example: Utility Message With Header or Buttons in Conversation API ​

Common Template Rejection Reasons ​

Parameter Formatting ​

Content and Policy Violations ​

See Also ​

Send a utility message

What's a utility message?

How it works

Create and send a Page-owned template

Use an existing Page-owned template

Before You Start

Limitations

Meta utility message templates

Step 1. Search for a template

Step 2. Clone the template

Step 3. Send a message

Page-owned utility message template

Step 1. Create a Page-owned template

Parameter Formats

Text-Only Templates (Named Parameters)

Text-Only Templates (Positional Parameters)

Text + Image Templates

Step 2. Send a message

Sending with Positional Parameters

Sending with Named Parameters

Use an existing Page's template

Step 1. Search for a template

Step 2. Send a message

Sending with Positional Parameters

Sending with Named Parameters

Use a Template with Customizable Postback Button

Step 1. Create a template with a postback button

Using Positional Parameters

Using Named Parameters

Step 2. Send a message

Use a Template with Customizable URL Button

Step 1. Create a template with a URL button

Using Positional Parameters

Using Named Parameters

Step 2. Send a message

Utility Messages in Conversation API

Example: Utility Message with Only a Body in Conversation API

Example: Utility Message With Header or Buttons in Conversation API

Common Template Rejection Reasons

Parameter Formatting

Content and Policy Violations

See Also