WhatsApp template rejected? 12 reasons and how to get approved

Every business-initiated WhatsApp message needs an approved template. Most rejections come from a handful of avoidable mistakes.

The most common reasons

1. Wrong category. An offer submitted as Utility is rejected or recategorised as Marketing. Utility is for something the customer already did: an order, a booking, a payment.
2. Variables at the start or end. {{1}}, your order… or …call {{2}} with nothing around them. Put words before and after.
3. Variables next to each other. {{1}} {{2}} gives Meta no idea what the message says.
4. Too many variables for the text. A short message that is mostly variables looks like it could say anything.
5. Missing or unrealistic sample values. Give real-looking examples: “Asha”, “#10245”, “28 Oct”.
6. Shortened or unrelated links. Use your own domain, not a link shortener.
7. Asking for sensitive data. Card numbers, full ID numbers or passwords.
8. Threatening or misleading language. “Your account will be blocked”, fake urgency.
9. Spelling and formatting problems. Broken emoji, many exclamation marks, all-caps.
10. Duplicate content. The same text as another template on your account.
11. Policy-restricted products. Some regulated goods and services can’t be promoted.
12. Authentication templates with extra text. OTP templates must use Meta’s preset format.

A template that passes

Hi {{1}}, your order #{{2}} has shipped and should reach you by {{3}}. Track it here: https://yourstore.in/track

Clear purpose, variables surrounded by text, your own domain, Utility category.

Let the panel check first

MeAPI validates templates against Meta’s rules before they’re submitted — variable placement, button limits, length and category hints — and shows a phone preview. Start from the template library of 170+ pre-written templates, or read the full list of rejection reasons in MeAPI Learn.