Overview
Meta rejects a WhatsApp message template when its content or category breaks the WhatsApp Business messaging policy: the wrong category (marketing content submitted as Utility or Authentication), broken or unbalanced variable placeholders, promotional language in a transactional template, or formatting and length problems. Fix the specific issue Meta flags, re-check the category, clean up the {{1}} variables and sample values, and resubmit — approval is usually fast.
Category mismatch (the most common reason)
Every template is submitted under a category — Marketing, Utility, or Authentication — and Meta rejects (or re-categorises) templates whose content doesn't match. Promotional wording ('Sale!', 'Check out our offer') submitted as Utility or Authentication is the classic rejection. Pick the category that matches the message's actual purpose: Authentication for OTP codes only, Utility for transaction/account updates, Marketing for anything promotional.
- Categories: Marketing, Utility, Authentication.
- Promotional content under Utility/Authentication is rejected.
- Authentication = OTP codes only; Utility = transactional updates.
- Match the category to the message's real purpose.
Variable and placeholder errors
Templates use numbered placeholders like {{1}}, {{2}}. Rejections here come from unbalanced or skipped numbering, placeholders sitting at the very start or very end of the body, two variables touching with no text between them, or missing sample values. Number variables sequentially from {{1}}, wrap them in real text, and provide a realistic sample for each so Meta can review it.
- Number placeholders sequentially: {{1}}, {{2}}, …
- Don't start or end the body with a variable.
- Don't place two variables adjacent with no text between.
- Provide a realistic sample value for every variable.
Policy and content problems
Beyond category, Meta rejects templates that contain prohibited or abusive content, misleading claims, or (in some categories) disallowed URLs and phone numbers, and it can reject content that duplicates an existing template. Keep the copy clear, honest, and specific to the use case, and avoid smuggling promotions into a Utility template — that is both a category and a policy failure.
- No prohibited, abusive, or misleading content.
- Watch category rules on URLs and phone numbers.
- Avoid near-duplicate templates.
- Don't hide promotions inside a Utility template.
Formatting, length, and resubmission
Check for formatting issues — broken emoji, excessive length, or a header/footer that violates limits — and make sure the template's language matches the content you actually wrote. Once you've fixed the flagged issue, edit and resubmit; review is typically quick. If you believe a rejection is wrong, you can appeal it from the WhatsApp Business Manager.
- Respect header/body/footer length limits.
- Language setting must match the written content.
- Fix the flagged issue, then edit and resubmit.
- Appeal an incorrect rejection from WhatsApp Business Manager.