Common Rejection Reasons
Submissions are commonly rejected for the following reasons, so make sure you avoid these mistakes.
Parameter Formatting
Variable parameters are missing or have mismatched curly braces. The correct format is
{{1}}.Variable parameters contain special characters such as a
#,$, or%.Variable parameters are not sequential. For example,
{{1}},{{2}},{{4}},{{5}}are defined but{{3}}does not exist.Template contains too many variable parameters relative to the message length. You need to decrease the number of variable parameters or increase the message length.
The message template cannot end with a parameter.
Content and Policy Violations
The message template contains content that violates WhatsApp’s Commerce Policy: When you offer goods or services for sale, we consider all messages and media related to your goods or services, including any descriptions, prices, fees, taxes and/or any required legal disclosures, to constitute transactions. Transactions must comply with the WhatsApp Commerce Policy.
The message template contains content that violates the WhatsApps Business Policy: Do not request sensitive identifiers from users. For example, do not ask people to share full length individual payment card numbers, financial account numbers, National Identification numbers, or other sensitive identifiers. This also includes not requesting documents from users that might contain sensitive identifiers. Requesting partial identifiers (ex: last 4 digits of their Social Security number) is OK.
The content contains potentially abusive or threatening content, such as threatening a customer with legal action or threatening to publicly shame them.
Character Limits and Text Format
The body component will have different character limits depending on the format and tag of the template. The number of emojis allowed in the body component may also be limited.
Duplication
The message template is a duplicate of an existing template. If a template is submitted with the same wording in the body and footer of an existing template, the duplicate template will be rejected.
Rejection Notification
A rejection notification that includes the rejection reason will appear in Business Support Home. You can view rejections in the Business Support Home by navigating to Account Overview > View my accounts (button) > (your Meta Business Account) > (your WABA) > Rejected message templates. Rejection info will also be sent via email.
You can refer to the Business Support Home notification to see the name and language of the existing template with the same content as the rejected duplicate template. You may also choose to edit the template and resubmit.
Note: This check does not apply to templates categorized as AUTHENTICATION.
Creating a new template
You can create a new template in Studio and use it in Journeys or Campaigns. You may duplicate a node in Journeys in order to edit a template and submit it for an approval again. In Campaigns there is a possibility to duplicate a campaign, open it and edit a template, after that please submit it for an approval by clicking the "Submit" button.
Note that when you submit a template for approval, its status will be set to In Review (Pending) and it can't be sent to customers until its status has been set to Active.
Tada! Your template is approved and ready to be sent!
Statuses
Templates can have the following statuses.
In-Review: Indicates that the template is still under review. Review can take up to 24 hours.
Rejected: The template has been rejected during our review process or violates one or more of our policies. See Appeals.
Active - Quality pending: The message template has yet to receive quality feedback or read-rate information from customers. Message templates with this status can be sent to customers. See Quality Rating.
Active - High Quality: The template has received little to no negative customer feedback. Message templates with this status can be sent to customers. See Quality Rating.
Active - Medium Quality: The template has received negative feedback from multiple customers, or low read-rates, but may soon become paused or disabled. Message templates with this status can be sent to customers. See Quality Rating.
Active - Low Quality: The template has received negative feedback from multiple customers, or low read-rates. Message templates with this status can be sent to customers but are in danger of being paused or disabled soon, so we recommend that you address the issues that customers are reporting. See Quality Rating.
Paused: The template has been paused due to recurring negative feedback from customers, or low read-rates. Message templates with this status cannot be sent to customers. See Template Pausing.
Disabled: The template has been disabled due to recurring negative feedback from customers. Message templates with this status cannot be sent to customers.
Appeal Requested: Indicates that an appeal has been requested. See Appeals.
You can view a template's status by going to WhatsApp Manager > Overview, mousing over the suitcase icon (Account tools) and clicking Message templates. If you have multiple WhatsApp Business Accounts, select the account whose template statuses you want to view from the list of accounts in the dropdown menu in the top-right corner.