If your message template was rejected on WhatsApp, don’t worry! You can edit the template, correct what is needed or even create a new one, aligned with the platform guidelines.
This article will help you understand the most common reasons for disapproval and how to adjust your template to increase your chances of passing.
Main reasons for disapproval
1. Do not follow WhatsApp Business Policies:
- Inappropriate content: WhatsApp does not allow the use of its platform for illegal activities, such as terrorism or organized crime, nor to facilitate physical, financial or any other type of damage.
- Commercial policy: When promoting products or services, it is essential to follow the WhatsApp Commercial Policy.
- Offensive content: Messages must be free of offensive material, threats or explicit content.
2. Generic content or loose parameters:
- Avoid messages with only loose parameters: Include context, such as "Hello, {{Name}}! We would like to remind you that your appointment is scheduled for {{date}} at {{time}}."
- Avoid generic promotional text: Phrases like "We have a proposal for you. Can we talk?" may be considered inappropriate.
3. Incorrect formatting:
- Revise formatting: Check the spelling, syntax and format of variables. Common errors include missing keys and incorrect formatting.
Examples of templates
| Approved templates | Reprovado templates | Reason for the failure |
|---|---|---|
"Hello {{{name}}, your {{value}} invoice is available. Please go to your dashboard to view and pay. If you need help, our team is at your disposal!" | "You have an outstanding debt. If you do not pay, we will inform your family and co-workers." | Aggressive content and veiled threat, which is not allowed under WhatsApp policies. |
| "Hello {{name}}, your order for {{product}} has been successfully received. Your order number is {{numero_do_requisition}}. You can track the status of your order and see all details by accessing the following link: {{link}}. If you need help, our team is on hand." | "Your request has been received. Check the details at {{link}}." | No context. Very generic messages with only one link are disapproved to prevent spam and ensure clarity for the user. |
| "Hello {{Name}}, you have received a special 20% discount on your next purchase! Use the code {{CodiceBack}} at checkout until {{DataVality}}. If you need help, we’re here to help!" | "Hello {{Name}}, we are offering a special discount. Enjoy now!" | Generic content and lack of details about the discount, which can be seen as spamming. |
Always remember to review the content before sending, avoiding very generic messages, loose links and expressions that can be interpreted as threats or spam. After making the corrections, you can resend the template for approval.