Why Was My WhatsApp Template Rejected? 12 Common Reasons and a Pre-Submission Checker
WhatsApp template rejected? Top reasons: variables at the start or end, the wrong category, shortened links and too little text, plus a tool to check it.
The most common reasons WhatsApp templates are rejected: starting or ending the template with a variable, adjacent or out-of-order variables, too little text for the number of variables, shortened links, choosing the "utility" category for marketing content, asking for sensitive data, and duplicate content. Check your template with the tool in this article and fix every error before you submit.
01Check your template now
02Common rejection reasons
| Reason | Example | Fix |
|---|---|---|
| Variable at the start or end | Starts with [Variable 1] | Fixed text before and after |
| Adjacent variables | [Variable 1] [Variable 2] | Text between them |
| Skipped numbering | 1 then 3 | Sequential numbering |
| Too little text | Two variables in 4 words | 3 words per variable + 1 |
| Shortened link | bit.ly | A full link on your own domain |
| Wrong category | A discount offer as a utility template | Marketing category |
| Sensitive data | Send your card number | Never ask for it |
| Threatening language | We will take legal action | A polite tone |
| Duplicate template | The same text under another name | Different wording |
| Footer with a variable, or too long | A footer over 60 characters | A short, fixed footer |
| Spelling mistakes | Text nobody proofread | Proofread before submitting |
| Prohibited products | Anything Meta's policies ban | Promote only what is allowed |
03Editing a template after approval
- Editing is allowed once every 24 hours, and up to 10 times within 30 days.
- Editing sends the template back for review.
- You cannot change a template's category after approval: create a new template instead.
- Changing the number or order of variables may break the automations linked to it.
For major changes, create a new version such as "weekly_offer_v2", test it, then switch your sends to it instead of editing the original template.
04If your template is rejected
- Read the rejection reason in WhatsApp Manager.
- Fix the cause using the tool above.
- Resubmit with revised text or a new name.
- If you are sure it complies with the policies, request a review.
Key takeaways
- Never start or end a template with a variable.
- Enough text around the variables, and sequential numbering.
- The category must match the content: marketing is marketing.
- For major changes, create a new version instead of editing.
Frequently asked questions
How long does template approval take?
Usually minutes, but it can take up to 24 hours.
Can Meta change my template's category?
Meta may reclassify a template if its content does not match the chosen category.
Does a rejection affect my number?
A rejection on its own does not restrict your number, but templates that attract reports lower your quality rating.
- #WhatsApp template rejection
- #WhatsApp template approval
- #WhatsApp template variables
- #Editing a WhatsApp template