Why WhatsApp Templates Get Rejected and How to Fix Them

You write a template, submit it, and wait. Then comes the rejection email with a vague reason. Most rejections have one of a few causes, and each is easy to fix.

1. Wrong category

The most common issue. If your text contains a promotion, a discount or a call to buy, it is a marketing template even if you labelled it utility. Pick the honest category. Utility templates must relate to a specific transaction or account event.

2. Variables that look broken

• Variable at the very start or end of the body
• Two variables stuck together
• Missing sample values
• Placeholder numbers that are not in order ({{1}}, {{3}} with no {{2}})

Fix by adding words around variables and by giving realistic samples such as "Rahul" and "ORD-1042".

3. Content that breaks policy

Meta does not allow certain content such as adult services, gambling, weapons or misleading claims. Avoid threats, pressure language and anything that looks like phishing. Do not ask for sensitive data like card numbers or passwords inside a message.

4. Links that raise flags

Shortened links from public shorteners can cause rejection. Use your own domain. Make sure the link opens a real page that matches the message.

5. Formatting problems

Too many line breaks, emojis in every sentence, or all capital letters look spammy. Keep the style calm and professional.

6. Duplicate templates

If two templates have the same text with different names, one can be rejected. Reuse the same template and change only the variables.

A simple pre submit checklist

1. Is the category honest?
2. Does the body read well with the sample values filled in?
3. Are links on your own domain?
4. Is there a clear opt out for marketing messages?
5. Would you be happy to receive this message yourself?

If a template is rejected

Read the reason shown in your panel, change the text, and submit it as a new template with a new name. Do not resubmit the same text unchanged.

For the basics of each category, see our templates guide.