WhatsApp Template Rejected? What Each Reason Means and How to Fix It

A rejected WhatsApp template can't be sent, so a campaign or an order update stops until you fix it. Most rejections come from a small number of causes, and Meta tells you which one applies. Here's what each reason means and what to change.

Find the rejection reason first

You can see why a template was rejected in three places:

• Business Support Home: open your WhatsApp Business Account, then Rejected message templates.
• Email: Meta also sends the rejection details to your Meta Business Suite admins.
• Webhook: if you subscribe to message_template_status_update, the event includes a reason field.

When the reason is INVALID_FORMAT, the webhook also includes a rejection_info object that explains the problem and suggests a fix:

{
  "event": "REJECTED",
  "message_template_name": "abandoned_cart",
  "reason": "INVALID_FORMAT",
  "rejection_info": {
    "reason": "Your template has parameters placed next to each other...",
    "recommendation": "Separate parameters with descriptive text..."
  }
}

What each rejection reason means

Fix variable mistakes

Variables are the most common thing to get wrong, and the easiest to fix. Meta rejects templates when:

• The message starts or ends with a variable. Add fixed text before the first and after the last.
• Variables sit next to each other. Put words or punctuation between them.
• Variables are out of sequence, such as {{1}}, {{2}}, {{5}}, {{4}}. Number them in order from {{1}}.
• The braces are wrong or missing. Use two on each side.
• A variable contains special characters, such as #, $ or %.
• There are too many variables for the message length. Use fewer variables or write a longer message.

Also add a sample value for every variable when you submit. Meta requires samples for templates with variables, and they show the reviewer what the final message looks like.

Fix category problems

Meta checks whether your wording fits the category you picked:

• Marketing: offers, announcements, app promotion and re-engagement. Templates that mix content types or are unclear also count as marketing.
• Utility: non-promotional messages that are specific to or requested by the user, like an order update or account alert.
• Authentication: one-time passcodes only, built from Meta's Template Library, with a one-time password button and no URLs, media or emojis.

Watch utility templates closely, because you may not get a rejection at all. Since April 2025, a utility template Meta considers marketing is approved as marketing. Meta can also move an approved utility template to marketing later, normally with one day's notice. It still sends, but in India you'd pay ₹0.8631 per message instead of ₹0.115. See WhatsApp API pricing in India for what that does to a monthly bill.

Fix policy and duplicate rejections

• Asking for sensitive details: don't request full card numbers, financial account numbers or national ID numbers, or documents likely to contain them. Asking for the last four digits is allowed.
• Threats: don't threaten legal action or public shaming. This often comes up in payment reminders.
• Goods or services: check the WhatsApp Commerce Policy if the template describes what you sell, its price or its fees.
• Duplicates: if the body and footer match an existing template, it's rejected. The notice in Business Support Home names the matching template, so you can reuse it or change the wording. This doesn't apply to authentication templates.

Edit, resubmit or appeal

• Edit and resubmit when the rejection is correct, which is the simplest route for variable mistakes.
• Appeal when you think the content is fine. In WhatsApp Manager, go to Message templates, open the template, click Add Sample, add sample values and submit.
• Request a category review when you disagree with the category. In the rejection banner, select Go to Business Support, then Template Category Updates, select the template and click Request Review. Requests for approved templates are accepted for up to 60 days.

Approvals and appeals can each take up to 24 hours, so leave time before a planned send.

Check a template before you submit it

Paste your template into the free WhatsApp template checker. It flags variable mistakes, length limits and promotional wording in a utility template, and shows a preview. It runs in your browser and doesn't need a sign-up. It can't promise approval, because the final decision is Meta's.

Managing templates on notifySphere

notifySphere lets you create, submit and track WhatsApp templates in one dashboard, then send them at Meta's rate plus a small processing fee per message. See the WhatsApp Business API page or request free access.

Frequently asked questions