> For the complete documentation index, see [llms.txt](https://wamoca.gitbook.io/wamoca-docs-en/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wamoca.gitbook.io/wamoca-docs-en/first-steps/what-is-a-template-message.md).

# What is a template message?

Templates are used in template messages to open marketing, utility and authentication conversations with customers. Unlike free-form messages, **template messages are the only type of message that can be sent to customers who have not yet started a conversation** with you or who have not sent you a message in the last 24 hours.

Templates **must be approved before they can be sent in template messages**. In addition, templates can be automatically deactivated based on customer feedback and interaction. When a template is deactivated, it cannot be sent in a template message until its quality score has improved or it no longer violates Meta's policies.

The templates **can be fully customised** with different formats: headers, texts, images, videos, buttons, etc. To learn how to customise the templates in Wamoca, visit this [link](/wamoca-docs-en/our-platform/message-templates.md)