When you submit a WhatsApp message template, Meta reviews it to ensure it complies with its messaging policies and template guidelines. If your template is rejected, it usually means there is an issue that needs to be corrected before it can be approved.

Below are the most common template rejection reasons, what they mean, and how to fix them.
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- Mismatched Variables: One common reason for template rejection is mismatched variables in a template. These curly braces, represented as {{1}}, {{2}}, etc., are placeholders that allow dynamic insertion of personalized information into the message template.
To rectify this issue, carefully review your template and ensure that all variable parameters are enclosed within matching curly braces.

For example, {{1}} should correspond to the first variable parameter, {{2}} to the second, and so on.
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- Incorrect Categories: Incorrectly categorizing templates as utility or marketing is a common reason for rejection. Please ensure that templates align with their intended purpose to avoid rejection based on category discrepancies. Choose the appropriate category based on the content you create to prevent discrepancies and potential rejections. Refer to our article for a better understanding of Utility and Marketing Templates.|
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- Special Characters in Variable Parameters: Avoid using special characters such as #, $, or % within your variable parameters. These characters may conflict with the platform's parsing system and lead to template rejections.
Stick to alphanumeric characters and underscores to ensure compliance with the guidelines.
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- Violation of WhatsApp's Commerce and Business Policy: Templates that violate WhatsApp's Commerce Policy, such as offering goods or services that don't comply with the policy, or those that violate the Business Policy by requesting sensitive identifiers, may face rejections.
Ensure your templates adhere to these policies and review them to remove any content that may raise concerns.
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- Non-Compliance with WhatsApp's Content Rules: All message templates must comply with WhatsApp's Business Messaging and Commerce Policies. Templates with an unclear purpose, misleading claims, prohibited content, or requests for sensitive customer information may be rejected.

Incorrect example: Please reply with your full credit card number to complete your purchase.

Keep your message clear and relevant, and avoid requesting confidential information such as credit card details, passwords, PINs, or bank account credentials.

- Abusive or Threatening Content: Templates containing abusive or threatening language towards customers can be rejected. It is essential to maintain a professional and respectful tone in your templates. Avoid any language that may be perceived as aggressive or offensive.
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- Duplicate Template: Submitting a template with identical or nearly identical wording to an existing or previously rejected template may result in rejection. If your template is rejected, simply editing it or duplicating it without making meaningful changes to the content may lead to another rejection. Before resubmitting, update the message by rewording the content, improving clarity, or modifying the call-to-action so that it is clearly different from the original.

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To enhance your template approval rate, consider the following actions:

1. Avoid Overuse of Variable Parameters: Using excessive variable parameters in the template can lead to rejections. Keep the number of variables reasonable and necessary for the message. Too many variables can make the template complex and may not comply with the platform's guidelines.

For example: Hi {{1}}, {{2}}, Thank you for the purchase {{3}}, {{4}}

Instead use Hi {{1}}, Thank you for purchase your Nike shoes.

2. Keep Your Message Clear and Specific: Clearly communicate the purpose of your message. Avoid vague, misleading, or overly promotional language that could be interpreted as spam.

3. Review Your Template Before Submitting: Proofread your template to ensure the variables are formatted correctly, the category is accurate, and the content complies with WhatsApp's Business Messaging and Commerce Policies.

How to make changes to existing template? 

If your template is rejected, you can edit it, make the necessary changes, and submit it again for review.

To do this: 

1. Go to Templates and open the Rejected tab.

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2. You'll find all your rejected templates here. Select the one you want to update, click the three-dot menu.

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3. Click Duplicate Template or Edit Template, make the necessary changes, and then submit the template for review.

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Keywords: Template rejections, Message templates, Opt-out links, Template Guidelines, Changes templates.

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