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Why was my message template rejected?

Message templates are reviewed daily by a Meta (Facebook) team.

If your message template(s) have been rejected, it may have been for one of the following reasons:

  • Spelling or grammatical errors. Messages with misspellings or grammatical errors may prompt customers to view these messages as spam or a hoax.

  • Variable parameters are missing or have mismatched curly braces. The correct format is {{1}}.

  • Variable parameters are not defined. All parameters must have a known purpose, e.g., the type of media you plan to send in a media message. Your template will be rejected if it is not clear what goes into a specific parameter. A sample template will help with your submission.

  • Variable parameters contain special characters such as a #$, or %.

  • Variable parameters are not sequential. For example, {{1}}{{2}}{{4}}{{5}} are defined but {{3}} does not exist.

  • Language defined does not match content. E.g., Spanish was selected but the content is in English or the content is a mixture of languages containing both Spanish and English.

  • Submission format for testing your API connection is incorrect. The correct format is:

    • Message template name: test

    • Content: Hello {{1}}

  • The URLs for your links are shortened. Short links obscure the intended link destination.

  • The URL domain in your links does not belong to your business.

  • The message template(s) contains content that violates WhatsApp’s Commerce Policy: When you offer goods or services for sale, all messages and media related to your goods or services, including any descriptions, prices, fees, taxes, and/or any required legal disclosures, are considered as transactions. Transactions must comply with the WhatsApp Commerce Policy.

  • The message template(s) contain content that violates WhatsApp’s Business Policy: Do not request sensitive identifiers from users. E.g., do not ask people to share full-length individual payment card numbers, financial account numbers, National Identification numbers, or other sensitive identifiers. This also includes not requesting documents from users that might contain sensitive identifiers.

  • The content contains potentially abusive or threatening content, such as threatening a customer with legal action or threatening to publicly shame them.

For more information,also see:

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