Getting templates approved
Meta reviews every template. Most rejections come from two things: the wrong category, or copy that is too vague for a reviewer to judge.
Who can do this
- Owner
- Admin
- Agent
Pick the right category
| Category | For | Examples |
|---|---|---|
| Utility | A message about something the customer already did or bought | Order confirmed, payment received, shipment out for delivery, appointment reminder, refund issued |
| Marketing | Anything promotional, or anything you cannot tie to a specific transaction | Sale announcement, new arrivals, win-back offer, abandoned-cart nudge |
| Authentication | One-time passcodes | Login code, verification code |
Two things follow from the category:
- Meta charges different rates. Utility is cheaper than marketing.
- Opt-outs behave differently in Boldally Chat. Contacts marked Unsubscribed are excluded from campaigns using a Marketing template and are still reachable by Utility and Authentication ones.
Do not label a promotion as utility to save money. Meta re-categorises templates it disagrees with, and a pattern of it hurts your quality rating.
What gets templates rejected
| Problem | Example that fails | Fix |
|---|---|---|
| Placeholder samples | Sample value for {{1}} is xxx or test | Use realistic samples: Priya, #1042 |
| A message that is only variables | {{1}} {{2}} {{3}} | Write real sentences around the variables |
| Vague promotion filed as utility | "Big news for you! Tap to see." as Utility | Re-file as Marketing, or say the specific thing |
| Variable at the very start or end of the body | {{1}}, your order shipped. | Put a word before it: Hi {{1}}, your order shipped. |
| Two variables next to each other | {{1}} {{2}} | Separate them with text |
| Asking for sensitive data | "Reply with your card number" | Never. Link to a secure page instead. |
| Broken or shortened link | bit.ly/xyz | Use your real domain |
| Spelling and grammar errors | Proofread; reviewers do read it |
Copy that gets approved
Be specific about who is writing, why, and what happens next.
Good, utility:
Hi {{1}}, your order {{2}} from Jellico has been packed and ships today. Track it here: {{3}}. Reply here if the address needs changing.
Good, marketing:
Hi {{1}}, our cotton basics are 20% off until Sunday. Shop here: {{2}}. Reply STOP to opt out.
Rejected:
Hey {{1}}! Great news. Don't miss out. Click now!
Fix a rejected template
Meta does not always explain the rejection in detail. Work through this order:
-
Check the category first. It is the most common cause.
-
Check every sample value is realistic.
-
Read the body aloud. If you cannot tell what the message is about without context, neither could the reviewer.
-
Rewrite, then duplicate the template with a new name (
_v2) and submit the copy. An approved or pending template cannot be edited in place. -
If it is rejected repeatedly and you cannot see why, open WhatsApp Manager. Meta sometimes shows a reason there that is not passed through the API.
Paused and disabled templates
If a template starts getting reported or blocked by recipients, Meta can pause or disable it. That is a signal about the audience, not just the wording: somebody is receiving messages they did not ask for.
Review who you are sending to before rewriting the message. See working with contacts for opt-out handling.
Related
- Message templates
- Build, duplicate, sync and manage templates.
- Template troubleshooting
- Stuck pending, rejected, missing after a sync.
- Quality rating
- What recipient feedback does to your messaging limit.