What To Do If My WhatsApp Message Template Got Rejected?

  • Updated

There are several ways to increase your chance of following FB (Meta) guidelines.

For a complete list of WhatsApp Business and Commerce Policy, you can refer to these links:

Please be informed that the final decision is on FB (Meta)'s reviewer teams hence we cannot change their decision regarding your template's approval.



To help you create a relational and helpful template, make sure your template is falling into one of these categories:

  • Marketing (Promote your products, services or business).
  • Utility (Send account updates, order updates, alerts, and more to share. important information).
  • Authentication (Send codes that allow your customers to access ther accounts).

If templates with a media header are rejected immediately

When you are experiencing this issue, don't worry. Our team will check periodically through our system and appeal to FB (Meta) teams to get approved. 
Reference: Template with Header is Rejected


Make sure the content is a notification that is needed or wanted by customers, generally on the transaction process.

You may only initiate chats if you are sending a transactional notification, hence a template will be rejected if it appears to be only informational. Add more context to show that your message was requested by the customer and contains transactional information.


Make sure the message template(s) doesn't contain floating parameters

WhatsApp does not approve message templates with floating parameters (i.e., lines with just parameters and no text). In the below example, we're referring to {{3}} and {{4}} as the floating parameters.

TICKET NO: {{1}}
{{3}} - {{4}}

Or, maybe you create a body just with

Hi {{1}}

Tip: Surround the parameters with textual information, so it's clear what will be inserted.


Make sure the formatting is correct

Some examples of incorrect format include the following:

  • Message templates with spelling mistakes will be rejected.
  • Make sure to use parameters like, {{1}}, {{2}} etc. and include the correct number of curly brackets (i.e., 2 on the left side of the number and 2 on the right side of the number).

You can find more about formatting in the Creating Message Templates documentation.


Make sure templates don't contain potentially abusive or threatening content

Some examples of this include the following:

  • Message templates that threaten customers with a legal course of action will be rejected.
  • Message templates that threaten to add customers to a WhatsApp group with their friends and family to shame them if they don't pay back their loans will be rejected.

Additional Tips

In addition to the above, please consider the following to accelerate the approval process.

  • Make your message template name clear. Instead of using a name like "template_014," use "bus_ticket_details".
  • Remember that someone outside your business will be reviewing your templates. Providing more clarity gives reviewers context around how the template will be used.
  • Refrain from using a URL shortener for your links (e.g., bit.ly, tinyurl, or goo.gl) because they obscure the intended link destination.
  • If you need to write a message template to re-open the 24-hour window, we would suggest starting with some mention of the previous conversation thread.
    For example: “I'm sorry that I wasn't able to respond to your concerns yesterday, but I’m happy to assist you now. If you’d like to continue this discussion, please reply with ‘yes’.” or “I was able to do some follow-up based on our previous conversation, and I’ve found the answer to your question about our refund policy. If you’d like to continue our conversation, please say ‘yes’.”


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