WhatsApp template approval rules: why templates get rejected

Meta reviews every message template before you can use it to start a conversation. Most clean templates are approved quickly, often within minutes, though review can take longer. This guide covers how the review works and the mistakes that cause rejections.

The three template categories

• Marketing: promotions, offers, announcements, invitations. Billed at the marketing rate.
• Utility: updates about an existing order, booking, payment or account. Billed at the lower utility rate.
• Authentication: one-time passcodes, in a fixed format.

Meta decides the final category from the content. Calling a promotion a utility message does not make it one, and Meta may reclassify it. Rates change, so check Meta's current India rate card.

Why templates get rejected

• Variable problems. Variables must be numbered in order, filled with real sample values, and not stuffed into a very short message. A template that is mostly variables is commonly rejected.
• Wrong category. Offer language inside a utility template.
• Prohibited or misleading content. Anything that breaks WhatsApp's commerce and business policies.
• Broken or unclear links. Links that do not open, or that hide the destination.
• Formatting. Odd line breaks, excessive capitals or emoji, or unclear sample text.

Checklist before you submit

1. Write one clear purpose per template.
2. Put enough fixed text around each variable.
3. Provide realistic sample values.
4. Match the category to the content.
5. Test the link and any buttons.
6. Keep an opt-in record for every contact you will send to.

If a template is rejected

Read the reason, fix the wording and submit a new version. Do not resubmit the same text repeatedly.

Ready-made examples: business message templates and festival and offer templates. For costs by category see WhatsApp API pricing in India.

Frequently asked questions