Why templates get rejected
The common reasons Meta refuses a template, and how to write one that is approved first time.
Meta reviews every template, mostly automatically, against WhatsApp's rules. Most rejections come from a handful of well-known causes, and are easy to avoid.
The usual reasons
- Wrong category. A message that promotes something, even a little, is Marketing. An order update with "use code SAVE10 on your next order" is no longer Utility.
- Variables in the wrong place. The body starts or ends with a variable, two variables sit side by side, or the message is mostly blanks with few words around them.
- Missing or unrealistic samples. Samples such as "test" or "xyz" don't show Meta what the message really says. Use a real-looking name, date or order number.
- Wrong language. The text is in a different language from the one chosen under Language.
- Content WhatsApp doesn't allow. Messages about restricted goods or services, or ones that ask for sensitive details such as full card numbers or passwords.
- Threatening or misleading wording. Pressure such as "your account will be closed", or promises that look like a scam.
- Broken or odd links. A website button whose address doesn't work, uses a link shortener, or doesn't match your business.
- A duplicate. The same words as a template you already have, under another name.
- Formatting problems. Unusual symbols, many emojis in a row, or long runs of blank lines.
Write one that passes
- Say who you are and why you are writing in the first line, such as "Hi {{1}}, this is Sunrise Interiors about your order {{2}}."
- Keep one purpose per template: an order update, a reminder or an offer, not all three.
- Give every variable a sample that reads naturally in the sentence.
- For Marketing templates, add a way out, such as a Quick reply button "Stop promotions" or a footer "Reply STOP to opt out".
- Check the Preview before you click Submit for approval.
For updates about orders, deliveries, payments and appointments, start from Template library: Meta's own templates are approved the moment you add them. See Create a message template.
After a rejection
TicAte marks the template Rejected. Meta gives the exact reason in WhatsApp Manager, under its message templates, where you can also ask Meta to look again if you think it is wrong.
To try again, fix the cause and create a new template with a new name. You can then delete the rejected one; Meta won't let its name be used again for 30 days.
Still stuck? Write to support@ticate.com with the template's name and the number it belongs to.