Template Rejection Reasons
WhatsApp message templates must be approved by Meta before they can be used in campaigns or proactive messaging. Templates can be rejected for various policy or quality reasons.
Common Rejection Reasons
Misleading or Deceptive Content
Templates that make false claims, impersonate other businesses, or use deceptive language will be rejected. Ensure all claims are accurate and verifiable.
Inappropriate Formatting
ALL CAPS text, excessive punctuation (!!!), emoji spam, or improper use of variables can trigger rejection. Use proper sentence case and limit emojis to 1-2 per template.
Prohibited Content Categories
Certain categories are restricted or prohibited: gambling, adult content, tobacco, prescription drugs (without approval), and third-party copyright material.
Missing Opt-Out Instructions
Marketing templates must include clear opt-out instructions (e.g., "Reply STOP to unsubscribe"). Utility templates do not require opt-out but should include relevant transactional information.
How to Resubmit a Rejected Template
- Read the rejection reason provided by Meta
- Edit the template to address the specific issue
- Resubmit the template for review
- Review typically takes 24-48 hours
Best Practices for Approval
- Keep template content clear, concise, and professional
- Use proper grammar and punctuation
- Ensure the template category matches the content (Marketing vs Utility)
- Include your business name in the template
- Avoid time-sensitive content that may become outdated