WhatsApp Business Platform (API) Template Rejections: Common Issues and Guidelines

When businesses use the WhatsApp Business API, message templates must be pre-approved by Meta to ensure compliance with WhatsApp policies and aim to maintain a high-quality user experience. Template rejections can be frustrating and consume both time and effort, so understanding the common reasons for rejection is crucial to avoid any confusion.

Below is a comprehensive list of all the possible reasons why WhatsApp message templates may be rejected, based on Meta/WhatsApp official guidelines and best practices, to help WhatsApp Business Platform users troubleshoot and preempt rejections.

Common Reasons for WhatsApp Message Template Rejection

Formatting Errors in the Variable Parameters

• Missing or Mismatched Curly Braces: Variables must use the correct format, e.g., {{1}}. Missing or mismatched braces (e.g., {1} or {{1}) will lead to rejection.
• Non-Sequential Variables: Variables must be sequential (e.g., {{1}}, {{2}}, {{3}}). Skipping numbers (e.g., {{1}}, {{2}}, {{4}} without {{3}}) causes rejection.
• Special Characters in Variables: Variables containing special characters like @, %, or & (e.g., {{price#1}}) are not allowed. Use plain and simple text like {{VariableName}} with NO spaces.
• Floating Parameters: Templates with only variables (e.g., {{3}} without enclosing text) are rejected. Variables must be embedded in clear, descriptive text.
• Templates Starting or Ending with Variables: Templates should not start or end with a variable (e.g., {{1}} thanks! or Thanks {{1}}!). Add static text before or after variables.

Typical Error message prompts:

This template contains too many variable parameters relative to the message length. You need to decrease the number of variable parameters or increase the message length.

Paragraphs are not supported in the body

You need to enter a name for your template

Add sample text

Please enter a valid URL

Content Violations

• Promotional Content: Templates with excessive promotional language, such as “Buy one get one free!” or other marketing terms using coupon codes or upselling, will be rejected unless specifically categorized as Marketing templates and comply with WhatsApp’s guidelines. Cold outreach and mass marketing are prohibited.
• Abusive or Threatening Content: Templates containing threatening language (e.g., “Pay your dues by {{date}} or face legal action”) or content meant to shame users (e.g.,” Update your details or your information will be made public” ) are rejected.
• Requesting Sensitive or Personal Information: Templates asking for sensitive identifiers like full credit card numbers, bank account details, or national ID numbers are simply rejected. Critical identifiers (e.g., last 4 digits of a credit card) may be acceptable.
• Prohibited Goods or Services: Templates with content related to products or services that are banned by WhatsApp’s Commerce Policy (e.g., alcohol, drugs and pharmaceuticals, or gambling) will lead to a rejection.
• Unrelated Surveys: Surveys not presently related to your business (e.g., “How do you feel about the weather today ?” without any prior transaction context) are considered spam and will be rejected.
• Political Campaigns: Templates with political campaign content are not authorized and will be duly rejected.

Spelling, Grammar, or Punctuation Errors

• Templates with spelling mistakes, grammatical errors, or incorrect punctuation are rejected to maintain professionalism and clarity. Always proofread before submission.

Duplicate Templates

• Submitting a template with identical content (body and footer) to an existing approved template will result in rejection. Ensure each template has unique wording.

Incorrect Template Category or Language

• Category Mismatch: Templates must align with their selected category (Marketing, Utility, or Authentication). For example, a promotional message labeled as Utility will be rejected.
• Language Mismatch: The template’s content must match the selected language during setup. For instance, a template written in French but tagged as English will be rejected.

Improper Use of URLs

• Non-Business URLs: The URL domain must belong to your business. Third-party URLs or incorrect URLs will result in rejection.
• URL Shorteners: Shortened links (e.g., bit.ly, tinyurl) are prohibited as they conceal the target website. Ensure to use complete URLs.
• Direct WhatsApp Links: Call-to-action (CTA) buttons with direct WhatsApp links (e.g., wa.me/+911010101010) are not allowed.

Header and Footer Issues

• Formatting in Headers: Text headers should not include emojis, asterisks, bold/italic markup, or other special characters
• Footer Restrictions: Footers cannot contain variables (e.g., {{8}}) and must not exceed 60 characters. Formatting, such as bold or italics, is also not allowed.
• Media Headers Without Samples: Media headers (e.g., video, image, document) must include a format sample during template submission, or the template will be rejected.

Generic Templates

• Templates that are unspecific or lack relevant details (e.g., “Your delivery is on the way” instead of “Hi {{name}}, your Delivery order #{{order_id}} has been shipped”) are often rejected. Personalized templates with clear context are preferred.

Overly Use of Newlines or Spaces

• Templates with more than two consecutive newline characters (\n) or more than four consecutive spaces are declined.
• Unclear Template Objective or Name
• Template names ideally should indicate their theme (e.g., delivery_confirmation  instead of template_007).

Low-Quality Templates or User Feedback

• Templates receiving negative feedback (e.g., low read rates, user reports, or blocks) may be paused or even permanently disabled. Paused templates cannot be sent until they’re edited and re-approved, and templates paused multiple times may be permanently disabled.

Violation of Regional Regulations

• All the Templates must comply with local laws regarding consumer rights, data protection, or advertising norms. Non-compliance with specific regions can lead to rejection.

Insufficient Static Content

• Templates with too many variables relative to static text may be rejected. A general guideline is to have at least three times the number of words as variables, plus one (e.g., for two variables, at least seven words).

Missing Sample Media or Body Parameters

• Missing sample media if the header(optional) is part of the template or sample body parameters for the variable (e.g, {{name}} = Tommy, {{order_id}}=OD123) leads to instant rejection of templates.

Lack of User Opt-In

• While not a direct cause of template rejection, sending templates to users without explicit opt-in consent can lead to reports or blocks, indirectly causing template pauses or account restrictions. Ensure opt-ins are secured and clearly outline the purpose and frequency of messages.

Best Practices to Avoid Template Rejection

To increase the chances of template approval and maintain a smooth WhatsApp marketing strategy, follow these best practices:

• Use Clear and Straightforward Language: Ensure to write professional and error-free templates without using any jargon or slang.
• Select the Relevant Template Category: Ensure the message template fits with the criteria of the Marketing, Utility, or Authentication categories.
• Personalize Your Templates: Address users directly and provide the relevant information (e.g., “Hi {{1}}, your Pizza order #{{2}} is confirmed”).
• Avoid Promotional Overuse: Limit overly promotional tone in content to your approved Marketing templates, and also avoid methods that could be spammy.
• Test and Proofread: Double-check for any spelling, grammatical, or formatting errors in the templates.
• Ensure Opt-Ins from Recipients: Obtain clear user consent and provide straightforward opt-out options to prevent spam reports from message recipients.
• Use Unique Template Names: Name templates clearly to provide context for reviewers (e.g., order_confirmation_1 instead of template_1).
• Regularly Monitor Feedback: Routinely check your template quality ratings in WhatsApp Manager and adapt changes based on user engagement to avoid rejections or pauses.
• Work with a Meta Tech Partner: If rejections persist, collaborate with a Meta tech partner like Chakra Chat to streamline your template submissions and appeals.

Refer to the template guidelines and formatting guidelines from Meta for more details.

How to handle template rejections:

• Review the Reason for Rejection: Check the template rejection reason in the WhatsApp Manager’s Account Quality section or through email notification.
• Edit Template and Resubmit: You may create a duplicate of the rejected template, update the identified issues, and submit using the WhatsApp Manager or your WhatsApp Solution Provider app
• Appeal if Necessary: If everything seems fine and the rejection may be an error, provide all the evidence and file an appeal through Meta’s Business Support or your BSP.
• Check Template Status: Monitor the template status (In-Review, Rejected, Active, Pending) in the WhatsApp Manager to stay updated. Approval generally takes a few minutes but can take up to 48 hours.
• Create a New Template if Disabled: If a template is permanently disabled due to repeated pauses, create a new template with distinct content.

By understanding these rejection reasons and adhering to WhatsApp’s guidelines, businesses can create compliant, effective templates that enhance customer engagement and avoid delays. For more details on WhatsApp’s policies, refer to the official WhatsApp Business Policy and Commerce Policy.