Why was my WhatsApp template rejected?

Important: Before proceeding with the instructions, confirm whether the feature is available for your access profile.

All WhatsApp templates need to be approved by Meta before being used in campaigns or conversations with your contacts.

When accessing Settings > Message templates > WhatsApp, if you see the status Rejected next to the template name, it means Meta has rejected the content.

To resend the template, you need to identify the reason for the rejection, adjust the content, and submit it again for approval.

Reasons for template rejection

Below are the most common errors that lead to rejection - and should be avoided when creating your templates.

1. Issues with dynamic fields (parameters)

The parameters are missing or have incorrect keys. The correct format is {{1}}.
The parameters contain special characters (#, $, %).
The numerical sequence of the parameters is incorrect (e.g. incorrect: {{1}}, {{2}}, {{4}}, missing {{3}}).
There are excessive parameters in relation to the message length. Reduce the number of variables or increase the content.
The template starts or ends with a parameter. Isolated parameters are not allowed.

2. Content and policy violations

Violation of WhatsApp Commercial Policy: If the template promotes goods or services, the content and media must follow Meta's commercial policies (descriptions, prices, taxes, and mandatory disclosures).
Violation of WhatsApp Business Policy: Do not request sensitive information, such as full credit card numbers, bank accounts, or personal documents. Only partial identifiers (e.g., last 4 digits of CPF/SSN) are allowed.
Abusive or threatening content: Avoid messages that pressure the client, threaten legal action, or publicly expose the user.
Inappropriate or offensive content: WhatsApp prohibits any use involving illicit activities, sexually explicit materials, hate speech, or promotion of violence.

3. Template duplication

The template is identical to another already existing one (same text in the body and footer).
Duplicate messages are automatically rejected.

4. Character limits and formatting

The body component has character limits that vary according to the format and category of the template.
The use of emojis is also limited in some cases.
Check that the text does not contain line breaks, excessive spaces, or spelling errors.

Where can I check the reason for rejection?

If you need to confirm the specific reason for the rejection, follow the steps:

Access your account in the WhatsApp Business Manager.
Go to Account tools > Message templates.
Click on the rejected template.
Select Edit the template. The reason for the rejection will be displayed in an error caption.

How to resend a template for approval

Go to Settings > Message templates > WhatsApp*
Locate the rejected template.
Click on the options menu (⋮) and select Edit Template.
Read the instructions and click on Start editing.
Make the necessary adjustments and resubmit for approval.

⚠️ Pay attention to editing limitations:

It is possible to edit a template only 1 time every 24 hours.
The limit is 10 edits every 30 days.

If you prefer, you can delete the template by clicking on the three-dot menu > Delete Template and create a new template for submission.

What can be changed in the template?

Header: Choose between no header, media, or text.
Message body: Change or adjust the text, adding or removing information.
Footer: Add or remove the message footer.
Buttons: Modify or delete registered buttons.

Examples of templates

✅ Approved

“Hello {{1}}, your invoice for {{2}} is available. Access your panel to view and pay. If you need help, our team is at your disposal!”

“Hello {{1}}, your order for {{2}} has been successfully received. Your order number is {{3}}. You can track the status and see all the details at {{4}}.”

“Hello {{1}}, you have earned a 20% discount on your next purchase! Use the code {{2}} until {{3}}.”

❌ Rejected

“You have an outstanding debt. If you do not pay, we will inform your family and colleagues.”
*(Threatening content)*

“Hello {{1}}, we are offering a special discount. Take advantage now!”
*(Generic content, no context)*

“{{1}} Hello! Here is the information: your flight to {{3}} is on {{4}}.”
*(Parameters out of order)*

💡 Tips for creating templates

Creating well-structured templates ensures quick approvals and a good experience for clients. Follow these tips to avoid rejections.

1. Template naming

Choose a clear and descriptive name that facilitates the identification of the message content and context.
Use only lowercase letters, numbers, and an underscore (_) to separate words.

2. Category selection

Select the correct category for your template. This helps with approval and appropriate use within the platform.

3. Clarity and objectivity

Keep the text direct and understandable, avoiding unnecessary information.
If possible, create reusable templates for recurring situations in your service.

4. Message context

Remember that the team that approves the templates does not know the context of your operation. Ensure the message is clear without additional information.
Read the message aloud to check if it makes sense and is well-structured.

5. Correct formatting

Dynamic fields must follow the format {{number}}, always surrounded by information that indicates what will be inserted there.
- ✅ Correct: "Hello, {{1}}, your order number {{2}} has been confirmed!"
- ❌ Wrong: "Hello, {{ name }}, your order {{id_pedido}} has been confirmed!"
Do not use:
- Unnecessary line breaks
- Tabs or consecutive spaces
- Special characters in dynamic fields (e.g., #, $, %)
Grammar and spelling errors can lead to template rejection. Use clear and professional language.

6. Good communication practices

When reopening a conversation, remember to mention the topic previously discussed.
Avoid pressuring the client to remain in the conversation flow.
Do not use content that may be interpreted as abusive or threatening.

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