If your WhatsApp template was rejected, open the rejection reason, fix that one thing, and resubmit. In Meta's own list the usual causes are broken variables ({{1}} out of order, at the very start or end, or too many for the text), the wrong category (a promotion filed as utility), a policy breach, or a duplicate of a template you already have. Rejected templates can be edited as many times as you like, and Meta says review takes up to 24 hours.
From Meta's template documentation, checked on 9 October 2026.
Where to see why it was rejected
Meta's template review page gives this route in Business Support Home: Account Overview, "View my accounts", your Meta Business Account, your WhatsApp Business Account (WABA), then Rejected message templates. The notice includes the reason and, for duplicates, points to the existing template.
Through the API, a rejected template carries a rejected_reason. Meta's field reference lists these values without describing them. The middle column is our reading, so check it against your rejection text.
| Code | What it points to | Fix |
|---|---|---|
| INVALID_FORMAT | Variables or structure broken | Repair the variables, see below |
| TAG_CONTENT_MISMATCH | Content does not fit the category you chose | Pick the honest category or remove the promotion |
| PROMOTIONAL | Selling language in a template that must not sell | Strip offers and calls to buy, or file it as marketing |
| ABUSIVE_CONTENT | Abusive or threatening wording | Rewrite in a neutral tone |
| SCAM | Looks like fraud or phishing | Remove anything that asks for money or secrets |
| NONE | No reason recorded | Check the dashboard text, or edit and resubmit |
Causes Meta documents, and the fix
- Mismatched curly braces. Every
{{needs its}}. - Special characters inside a variable, such as
#,$or%. Use{{1}}or a plain lowercase name like{{first_name}}. - Variables not sequential. Positional variables run 1, 2, 3 with no gaps. Add
{{2}}or renumber. - Too many variables for the length. Add real text around them or cut variables.
- Starts or ends with a variable. Add a few words before the first and after the last.
- Commerce Policy breach. The template concerns goods or services the policy bars. See what the commerce policy blocks.
- Business Policy breach. The page's example is requesting sensitive identifiers. Never ask for card or ID numbers in a template.
- Abusive or threatening content. The page's example is threatening a customer with legal action.
- Duplicate. Another template has the same content. Edit your wording or use the one you have.
Limits and sample values
Limits from Meta's components page:
| Part | Limit |
|---|---|
| Header text | 60 characters, 1 variable |
| Body | 1,024 characters, required |
| Footer | 60 characters, no variables |
| Button text | 25 characters |
Body limits differ by format and category, so stay well under 1,024. Template names are lowercase letters, numbers and underscores, up to 512 characters, per the template overview.
Sample values are required when a template has variables. Make them realistic ("Sunday 12 Oct, 7:30 pm", not "test"), because reviewers read them.
Category: the quiet reason for rejection and surprise bills
Meta checks your chosen category against the content. The categorisation page defines them:
- Utility: non-promotional, and either specific to something the customer did or asked for, or essential to them. Order updates and appointment reminders fit.
- Marketing: awareness, sales and retargeting. Mixed and unclear messages also land here.
- Authentication: identity checks, usually with a code.
If the category does not fit, the template is rejected. Approved templates can also be recategorised later. For utility templates found to be marketing, Meta says it gives advance notice (24 hours on the page's wording), except for businesses already warned. You can request a review up to 60 days after the change.
Marketing is priced differently from utility, so a wrong category changes your bill. See WhatsApp Business API pricing in India.
Review, edit and appeal
Templates get automated and manual review, with a decision in up to 24 hours. Approval shows as "Active - Quality pending" in WhatsApp Manager (APPROVED in the API). Rejected, in-appeal and pending templates cannot be sent.
Rejected or paused templates can be edited unlimited times. To appeal, per the review page:
- In WhatsApp Manager, hover over the suitcase icon (Account tools) and click Message templates.
- Open the rejected template.
- Edit the contents.
- Click Add Sample and enter sample values.
- Click Submit.
Appeals get a decision within 24 hours.
Paused and disabled are not rejected
A rejected template never went live. A paused one did, then recipients reacted badly. Per Meta's pausing page, a template pauses when its quality hits the lowest rating: 3 hours the first time, 6 hours the second, permanently disabled the third. Quality is based on negative feedback and low read rates, so target better and send fewer messages.
Two templates written to pass
Booking reminder (utility)
Hi {{1}}, this is a reminder of your table for {{2}} at {{3}} on
{{4}}. Reply CANCEL if your plans have changed. We look forward to
seeing you.Offer (marketing)
Hi {{1}}, our monsoon menu is here. Show this message at the counter
by {{2}} to get 10% off any dessert. Reply STOP to opt out.The utility templates sell nothing. Adding "buy again for 10% off" to the order update would make it marketing.
Pre-submit checklist
- The category is honest. Would the customer call this useful, or an ad?
- Variables run {{1}}, {{2}}, {{3}} with no gaps or stray symbols, and the text does not start or end with one.
- There is real wording around the variables, and the samples are realistic.
- Header and footer are under 60 characters, body well under 1,024.
- No sensitive identifiers, threats or restricted goods.
- It is not a copy of an existing template.
- Opt-in is recorded for this kind of message.
For wider setup, see how to create a WhatsApp chatbot for business and business app versus API. To get your templates and flows set up, tell us about your project.
Frequently asked questions
How long does it take for a WhatsApp template to be approved?
Up to 24 hours, Meta says, and the same for an appeal or resubmitted edit. See the template review page.
What is a template message in WhatsApp?
A message whose wording you submit to Meta for approval before use. Meta's template overview calls templates the only type of message you can send outside a customer service window. Variables like {{1}} insert names, dates and order numbers.
Why is my WABA not allowed to manage templates?
We found no official page using that wording, so we cannot give one cause. Meta's documented limits are: 250 templates per account while the business portfolio is unverified, up to 6,000 when verified with an approved display name, 100 new templates per hour, and a utility restriction that turns approved utility templates into marketing and blocks new ones for 7 or 30 days. Check WhatsApp Manager and Business Support for the notice on your account.
How do I add templates on WhatsApp?
In WhatsApp Manager under Account tools, then Message templates, or through the Message Templates API. Choose a category, name and language, write the content, add sample values, and submit.
Can I edit a rejected template?
Yes, unlimited times. Change what the reason points to, add sample values, and resubmit. Approved templates are limited to 10 edits in 30 days or one in 24 hours, and their category cannot change. See the template management page.