Every outbound WhatsApp message to a customer who hasn't written to you in the last 24 hours must use a pre-approved template. Most templates approve in 2–4 hours — but rejections are common, cryptic, and every resubmission costs you campaign time. This guide covers the rules and the exact fixes for the 8 most common rejections.
Template anatomy
Header (optional): text, image, video or document
Body: the message, with {{1}}-style variables for personalisation
Footer (optional): small print like opt-out instructions
Buttons (optional): quick replies, URL buttons, call buttons
Pick the right category — it's binding
Templates are submitted as Marketing, Utility or Authentication, and the category sets your per-message price (see our rate guide). Meta re-classifies templates that look mis-categorised: an 'order update' ending in 'check out our new collection!' becomes marketing and bills 7× higher. Keep utility templates strictly transactional.
The 8 most common rejection reasons — and fixes
1. Vague or spammy content
'Hello {{1}}, we have an offer for you. Click here.' reads as phishing bait. Fix: be specific — name the product, the discount, the dates.
2. Floating variables
A template that's mostly variables ('{{1}} {{2}} {{3}}') gets rejected because reviewers can't judge the real content. Fix: surround variables with meaningful fixed text.
3. Variable formatting errors
Variables must be sequential ({{1}}, {{2}}…), never adjacent without text between them, and never at the very start or end of the body. Fix: restructure so each variable sits inside a sentence.
4. Wrong category
Promotional text submitted as utility is auto-flagged. Fix: submit as marketing, or strip every persuasive word from the utility version.
5. Prohibited content
Alcohol, gambling, crypto trading, adult content, weapons and some health claims violate Meta's commerce policy regardless of wording.
6. Grammar and ALL-CAPS shouting
Excessive caps, emoji spam, and broken formatting read as low quality. Fix: write like a professional brand — one emoji is fine, twelve are not.
7. Link shorteners
bit.ly-style links hide the destination and often trigger rejection. Fix: use your own domain in URL buttons.
8. Duplicate of a rejected template
Resubmitting the same text under a new name gets auto-rejected. Fix: actually change the content that caused the first rejection.
Templates that pass first time — patterns
Hi {{1}}, your order #{{2}} has shipped via {{3}}. Track it here: [button]. Reply to this message for any help. — Team Sendvise
{{1}}, our Diwali sale is live until 25 Oct: flat 30% off all skincare with code {{2}}. Shop: [button]. Reply STOP to opt out.
Notice: specific facts, variables inside sentences, a clear action, an opt-out on marketing.
Best practices that protect your quality rating
Always include opt-out language on marketing templates — it keeps block rates low
Send marketing only to explicit opt-ins; high block rates lower your messaging limits
Test templates on your own team before mass sends
Localise: Hindi or Hinglish templates often outperform English for Indian audiences — submit language variants
FAQ
How long does approval take?
Usually 2–4 hours; occasionally up to 24. Sendvise shows live status per template.
Can I edit an approved template?
Editing puts it back into review. Duplicate it, edit the copy, submit, and switch campaigns to the new one once approved.
My template was rejected with no clear reason — now what?
Match it against the 8 reasons above (usually it's #1–#4), rewrite, and resubmit with real changes. Sendvise's team reviews rejected templates and suggests fixes on request.
Put this guide to work