Why has my template(s) been rejected?

Lieze Updated by Lieze

If your template(s) have been rejected, it may be for one of the following three reasons:

  1. Your template(s) are considered promotional

Advertising, marketing or promotional messages are not permitted by WhatsApp. These include:

  • Offering coupon codes and/or free gifts.
  • Upselling. For example:
    “Here is your boarding pass, with seat assignment and gate information. If you would like to save 10% on your in-flight dinner, order your meal through our app.”
  • Cold-call messages. For example:
    “Is now a good time to talk?”
    “Thank you for your interest, can we speak now?”
    “I tried contacting you but you weren't available. When are you free?”
  • Sending a survey or poll to collect data. For example:
    “Hi, we're interested in knowing how you feel about certain food groups. Do you mind participating in a survey?”
    Inclusion of certain words or phrases that make the template promotional (even though the content of your template may be fine).
Tip: Think about what your template sounds like when reading it out loud. Too promotional or pushy? Rephrase.
  • WhatsApp doesn't approve templates with floating parameters (i.e. lines with just parameters and no text). Surround the parameters in your message templates with information, so that it's clear what will be inserted. In the below example, {{3}} and {{4}} are the floating parameters:


TICKET NO: {{1}}
{{3}} - {{4}}
  1. Your formatting is incorrect
  • Templates with spelling mistakes will be rejected. 
  • Use parameters like {{1}}, {{2}} etc. and include the correct number of curly brackets: two on the left side of the number and two on the right side.
Learn more about formatting in the WhatsApp Business API Guidelines.
  1. Your templates contain potentially abusive or threatening content

Examples include:

  • Templates that threaten customers with a legal course of action.
  • Templates that threaten to add customers to a WhatsApp group with their friends and family to shame them if they don't pay back their loans.

In addition to the above, please consider the following to accelerate the approval process:

  • Make your template name crystal-clear. Instead of using a name like "template_014," use "bus_ticket_details".
  • Remember that someone who isn't familiar with your business will be reviewing your templates. Providing clarity gives these reviewers more context. Make sure the reviewers will know exactly how the template will be used.

If you need to write a template to re-open the 24-hour window of interaction with a user, we suggest starting with a mention of the previous thread.

A few examples: 

"I'm sorry that I wasn't able to respond to your concerns yesterday, but I’m happy to assist you now. If you’d like to continue this discussion, please reply with ‘yes’."
“I was able to do some follow-up based on our previous conversation, and I’ve found the answer to your question about our refund policy. If you’d like to continue our conversation, please say ‘yes’."

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