Template rejection reasons and how to fix them

🧩 TemplatesLevel: Intermediate⏱ 7 min

🎯 Goal

Understand why Meta rejected a template, and fix it in one go.

🧰 What you need

A rejected template

Reason (as Meta says it)	What it usually means	Fix
INVALID_FORMAT	Broken formatting, missing examples, wrong variable syntax, or a body that is mostly variables	Add realistic examples. Put text around variables. Use `{{1}}`, `{{2}}` in order
Variable parameters at the start or end	`{{1}}, thanks…` or `…on {{2}}`	Add words before and after
Incorrect category / re-categorised	A Utility template with promotional wording	Remove the offer, or submit it as Marketing
PROMOTIONAL content in Utility	“Also check our sale”, coupons, upsell links	Split it into two templates
ABUSIVE_CONTENT / policy	Restricted goods (alcohol, weapons, adult, gambling, some health or financial claims), threats, spammy tone	Remove it. Some categories can’t be advertised on WhatsApp at all
TAG_CONTENT_MISMATCH	The language or category doesn’t match the text	Choose the right language and category
INVALID URL / shortener	bit.ly links, broken pages, or a domain unrelated to your business	Use your own working domain
Duplicate content	Same text as another template in the same language	Change the wording, or use the existing one
SCAM / misleading	Fake urgency, prize claims, asking for passwords or OTPs	Rewrite honestly. Never ask for codes
Media issue	Low-quality, unrelated or text-heavy sample image	Upload a clean, relevant file

Paused and disabled templates

An approved template can be Paused when many recipients block or report it. Meta pauses it for 3 hours the first time and 6 hours the second. A third time disables it. Meanwhile:

Check who you sent it to: opt-in, and how relevant it was to them.
Lower the frequency, and improve the message’s value.
Add a clear way to opt out.

What’s next

Approval tips →Prevent rejections.Number health →Quality rating and template pauses.

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