Why was my message template rejected by Meta?
Common causes: text that is too promotional or vague, variables badly placed (at the start or end), wrong category, suspicious links or non-compliant content.
- Avoid a template that starts or ends with a variable.
- Write clear, useful text, without excessive promises or shouting capitals.
- Pick the right category: “utility” for a confirmation or reminder, “marketing” for a promotion.
- Give realistic examples for each variable.
- Do not include a suspicious shortened link.
The exact reason for the rejection is shown in WhatzAI next to the template. Fix it, then submit it again.
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Updated 17 October 2026. Meta's rules change: if in doubt, check WhatsApp Business's official documentation.