Blog · Templates
WhatsApp template rejected? 10 reasons and how to fix each one
Meta reviews every WhatsApp template before you can send it. Most rejections come from a handful of mistakes, and each one has a simple fix.
First, what a template is
A template is a message you write once, Meta approves, and you can then send to customers who haven’t messaged you in the last 24 hours. It can have variables, like {{1}} for the customer’s name, that you fill in when you send. Meta checks each template, usually within minutes, sometimes up to a day.
The 10 reasons, and the fix
1. It starts or ends with a variable
Rejected: “{{1}}, your appointment is confirmed for {{2}}”
Fix: put words before the first variable and after the last. “Hi {{1}}, your appointment is confirmed for {{2}}. See you soon!”
2. Too many variables, too few words
“{{1}} {{2}} at {{3}} on {{4}}” tells Meta nothing about what you’ll send. Fix: write the message as a full sentence and keep variables to the parts that really change.
3. A promotion filed as utility
Utility messages cost about a seventh of marketing ones, so it’s tempting. But “Your order is confirmed. Use code SAVE10 on your next order!” is marketing. Fix: keep utility templates strictly about the transaction, and send offers as a separate marketing template.
4. Wording too vague to tell what it’s for
“Hi {{1}}, we have an update for you.” An update about what? Fix: say what the message is: “Hi {{1}}, your fee receipt for November is ready.”
5. No sample values
Meta needs to see an example of each variable. Fix: fill in realistic samples: a name, a real-looking date, an order number, not “test” or “xyz”.
6. Variables in the wrong order or skipped
Variables must run {{1}}, {{2}}, {{3}} with none missing. Fix: renumber them in the order they appear.
7. Asking for sensitive details
Templates that ask for card numbers, OTPs, passwords or full ID numbers are rejected. Fix: send a secure payment link instead of asking for card details, and never ask for an OTP.
8. Threatening or misleading language
“Pay today or your account will be blocked” or “You’ve won!” get rejected. Fix: a plain, polite reminder with the due date and a link.
9. Broken or shortened links
Link shorteners and links that don’t open can cause a rejection. Fix: use your own domain or your payment gateway’s link, and check it opens.
10. The same template already exists
A template with the same name, or nearly the same text as one you have, can be refused. Fix: resubmit under a new name, and change more than a word or two.
After a rejection
- Read the reason Meta gives. It usually points at one of the ten above.
- Fix the wording. You can’t edit a rejected template, so submit it again under a new name.
- If you’re sure it’s right, you can ask Meta to review the decision from your WhatsApp Manager.
Templates that usually pass first time
| Use | Category | Example |
|---|---|---|
| Appointment reminder | Utility | Hi {{1}}, this is a reminder of your appointment at {{2}} on {{3}}. Reply 1 to confirm or 2 to change the time. |
| Fee or payment reminder | Utility | Hi {{1}}, your fee of ₹{{2}} for {{3}} is due on {{4}}. You can pay here: {{5}}. Thank you! |
| Order update | Utility | Hi {{1}}, your order {{2}} has been shipped and should reach you by {{3}}. |
| Festival offer | Marketing | Happy Diwali, {{1}}! 🪔 Enjoy 15% off all gift hampers until {{2}}. Reply YES to see the collection. |
In GetSetSales, ready-made templates for these come with your account, and you can see each one’s status as Meta reviews it. Our getting started guide shows how to create one, and the pricing guide explains what each category costs.