Template rejected

Why your WhatsApp template was rejected, and how to fix it

Meta reviews every template before you can use it. Most rejections come down to a few fixable things: the category, the variables, or wording that sounds like spam.

Get started

Install on Shopify

Check the category: utility or marketing

Don't start or end with a variable

Add clear sample values

Edit and resubmit, or request a review

The usual reasons

Wrong category

An order update with a discount in it is marketing, not utility. Pick the category that matches the content.

Variable problems

Templates that start or end with a variable, or put two variables side by side, are often rejected.

Missing samples

Each variable needs a realistic sample so the reviewer understands the message.

Vague or misleading text

Messages that hide who is sending them or overpromise get flagged.

Prohibited content

Some products and services aren't allowed on WhatsApp Business at all.

Shortened links

Use your own domain instead of a link shortener.

Fix and resubmit

01
Read the reason
The rejection reason shows in Vrobo and in WhatsApp Manager.
02
Edit the template
Change the category, rewrite around the variables or add samples.
03
Resubmit
Most templates are reviewed within minutes to a few hours.
04
Request a review
If you believe it was rejected by mistake, ask Meta to review it again from WhatsApp Manager.

Questions, answered.

How long does approval take?

Often minutes, sometimes up to 24 hours.

Can Meta change my template's category?

Yes. Meta may reclassify a utility template as marketing if the content is promotional.

Keep reading

Utility vs marketing

How Meta decides whether a WhatsApp template is utility or marketing, why it changes the price, and examples for online stores.

COD confirmation templates

Copy-ready WhatsApp templates to confirm cash-on-delivery orders, with buttons, variables and tips for getting them approved as utility messages.

Business verification

How to verify your business with Meta for the WhatsApp Business API: when you need it, which documents work in Egypt and the Gulf, and how long it takes.

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