Message template rejected

All WhatsApp Business message templates must be approved by Meta before they can be used to send campaigns or reach a customer again outside the 24-hour window. This guide explains the most common rejection reasons and how to fix them.

Approval process

How it works

1. You create a template in the Templates section of your dashboard.
2. The template is automatically submitted to Meta for approval.
3. Meta reviews the template (generally within 24 hours).
4. The template moves to Approved, Rejected, Paused or Disabled status.

Possible statuses

Status	Description	Action
Pending	Under review by Meta	Wait (up to 24 h)
Approved	The template can be used	None
Rejected	The template doesn't comply with the policies	Fix and resubmit
Paused	Paused due to negative feedback	Improve the content quality
Disabled	Disabled after a prolonged pause	Create a new template

Reepli dashboard

Rejection reasons and solutions

1. Promotional content in a utility template

Problem: your template is categorized "Utility" but contains promotional content (offer, discount, purchase incentive).

Rejected example:

Your order {{1}} is out for delivery.
Enjoy -20% on your next order with the code PROMO20!

Solution: remove the promotional part, or resubmit the template in the Marketing category.

Fixed example (Utility):

Your order {{1}} is out for delivery.
Estimated delivery on {{2}}. Track your parcel: {{3}}

2. Incorrectly formatted variables

Problem: the variables (placeholders) are incorrectly formatted or positioned.

Meta rules for variables:

• Format {{1}}, {{2}}, {{3}} — sequential numbers.
• Increasing numbering with no gaps.
• A template cannot contain only variables.
• Variables cannot be adjacent without text between them.

Rejected example:

{{1}} {{2}} {{3}}

Fixed example:

Hi {{1}}, your order {{2}} is ready for pickup at {{3}}.

3. Prohibited content

Meta prohibits certain content, listed in its WhatsApp commerce policies.

Category	Examples
Unregulated financial services	Unauthorized loans, unlicensed cryptocurrency
Adult content	Explicit or suggestive content
Alcohol and tobacco	Sales promotion
Weapons	Sale or promotion
Prescription medications	Promotion without a pharmaceutical license
Misleading content	Fake urgencies, fake promotions
Phishing	Requesting sensitive information

Solution: remove all prohibited content and resubmit. If your industry is regulated (banking, healthcare, etc.), make sure you have the required status before submitting.

4. Missing or ambiguous information

Problem: the template lacks context, the company name doesn't appear, the purpose is unclear.

Rejected example:

Hi! Here's your update. Click here for more info.

Fixed example:

Hi {{1}}, here's the update for your account at {{2}}.
Your subscription will renew on {{3}}.
Manage your subscription: {{4}}

5. Wrong categorization

If your template contains…	Correct category
Promotions, offers, discounts	Marketing
Confirmations, updates, alerts	Utility
Verification codes, OTP	Authentication

Solution: resubmit the template in the correct category.

Automatic recategorization

Meta may automatically recategorize a template if it considers the chosen category doesn't match the content. This doesn't block sending, but the rate applied may be different.

6. Incorrect language

Problem: the declared language doesn't match the content, or the template mixes several languages.

Solution:

• The language declared at creation must exactly match the content.
• The template must be entirely in a single language.
• The content sample provided must be in the same language.

7. Suspicious URLs or links

Problem: shortened URLs, suspicious links, or an unverified domain.

Best practices:

• Full URLs to your official domain.
• Avoid shorteners (bit.ly, tinyurl) — Meta rejects them.
• Verify your domain in Meta Business Manager.
• Use HTTPS consistently.

Rejected example:

Check out our offer: https://bit.ly/3xYz123

Fixed example:

Check out our offer: https://www.your-domain.com/offers/spring

8. Incorrect buttons

Rule	Detail
Maximum number	3 quick buttons, 2 URL buttons
Text length	25 characters max per button
Button URLs	Must point to your verified domain
Call to action	Clear, not misleading
Phone number	Valid international format

9. Duplicate template

Problem: a nearly identical template already exists.

Solution: Meta rejects duplicates. Edit the existing template rather than creating a clone.

10. Insufficient content sample

Problem: the sample provided with the template doesn't let Meta understand the use case.

Solution: provide concrete values for each variable. For {{1}}, write "Marie" rather than "name".

Resubmitting a rejected template

1. Go to the Templates section of your dashboard.
2. Locate the rejected template (red status).
3. Click it to see Meta's reason.
4. Edit.
5. Fix the identified problem.
6. Check the category, language, variables, sample.
7. Submit for approval.

Tip

Before resubmitting, have a colleague review your template. A fresh pair of eyes catches the ambiguities you no longer see. And make significant changes — don't resubmit exactly the same content, Meta may flag it as a duplicate.

Paused or disabled templates

Paused template

Meta pauses a template if too many recipients report it or block the number.

Actions:

1. Analyze recipient feedback (who's complaining? why?).
2. Check that you're writing to contacts who gave their consent (opt-in).
3. Improve the content to make it more relevant.
4. Wait 7 days — Meta reactivates automatically if quality improves.

Disabled template

A disabled template can no longer be used. This happens after a prolonged pause without improvement.

Actions:

1. Create a new template with improved content.
2. Review your targeting strategy.
3. Make sure the content provides clear value to the recipient.

Best practices to pass approval

Recommended structure

A good template follows this structure:

1. Personalized greeting — use the contact's first name ({{1}}).
2. Clear context — why you're contacting them.
3. Useful information — the promised data (order number, appointment, etc.).
4. Clear call to action — what the recipient should do.
5. Unsubscribe option — for marketing templates, a "STOP" mention at the bottom.

Well-structured Marketing template

Hi {{1}},

Our new collection is available in store!

Discover the new arrivals: {{2}}

To stop receiving these messages, reply STOP.

Well-structured Utility template

Hi {{1}},

Your order no. {{2}} has shipped.
Carrier: {{3}}
Tracking number: {{4}}
Estimated delivery: {{5}}

Track your parcel: {{6}}

Observed approval times

Situation	Usual time
First template of a new account	24 to 48 hours
Utility or authentication template	A few minutes to 24 h
Marketing template	1 to 24 h
Resubmission after rejection	24 to 48 h

Extended delay

If your template stays pending for more than 48 hours, it may indicate a manual review by Meta. Be patient — don't resubmit the same content, it can slow down the process.

Troubleshooting

The template is approved but won't send

• Check that the number of variables you provide when sending exactly matches the number in the template.
• Check that the language selected when sending matches the language of the approved template.
• Review the refusal reasons listed in Delivery failures.

The template was recategorized by Meta

• Meta may change a template's category after approval (for example Utility → Marketing).
• This affects the rate applied to the conversation, not deliverability.
• If you believe the recategorization is unjustified, appeal via Meta Business Manager.

Useful links

• Troubleshooting overview
• Message delivery failures
• WhatsApp campaign pricing
• FAQ
• Contact support