Templates are the pre-approved formats required for any message your business initiates. When one is rejected you cannot use it โ and every automation that depends on it stops sending.
Why templates get rejected
- Commerce Policy breach โ prohibited items (weapons, drugs, counterfeits) or services not allowed on the platform.
- Promotional or spammy language โ "Buy now!", "Limited offer!" without prior opt-in, or a bare link with no context.
- Formatting problems โ broken variables like {{1}} with no sample, or links that look unrelated to the message.
- Misleading content โ the message does not match its stated purpose, or the content does not match the chosen category (marketing vs utility).
How to get it approved
- Open WhatsApp Manager โ Message Templates and read the rejection reason Meta gives.
- Rewrite the body so it states plainly what the message is for; keep it factual rather than salesy.
- Give every variable a realistic sample value.
- Choose the right category โ an order update is utility, a promotion is marketing.
- Resubmit. Review is usually under 24 hours.
Good to know: A rejected template can be edited and resubmitted โ you do not have to create a new one. But repeated rejections lower your account quality, so fix the cause rather than resubmitting the same text.