If your message template keeps getting rejected, you’re not alone. Many businesses face this issue, often without understanding why. WhatsApp message template rejections are common because WhatsApp enforces strict rules to maintain high-quality messaging and prevent spam.

But don’t worry—once you understand why WhatsApp message template rejections happen, you can easily fix and prevent them.

Let’s break down the common reasons behind these rejections and how to craft a flawless template that gets approved every time.

1. Policy Violations: Breaking WhatsApp’s Rules

WhatsApp has a Commerce and Business Policy, and violating it means instant rejection. Here are the most common policy violations:

Prohibited Content

WhatsApp strictly prohibits templates promoting:
❌ Adult content (e.g., “Join our dating service for exclusive content”)
❌ Gambling or betting (e.g., “Bet now and win big!”)
❌ Tobacco or drugs (e.g., “Exclusive vape flavors available”)

Even indirectly referencing these topics can cause rejection. Always double-check WhatsApp’s policy before submitting a template.

Misleading Claims

WhatsApp dislikes exaggerated or false promises. Avoid:
🚫 “Lose 10kg in a week—guaranteed!” (False health claims)
🚫 “Win an iPhone just by clicking this link” (Deceptive offers)

Instead, be factual and transparent:
✅ “Join our fitness program for expert-guided weight loss.”

Spam-like Behavior

If your message sounds too aggressive or desperate, it could be flagged as spam. Avoid:
🚫 “BUY NOW! LIMITED OFFER! LAST CHANCE!!!” (Too many caps and urgency)
🚫 “Hey [customer_name], this is our third reminder to claim your coupon!” (Repeated messaging)

Instead, keep it friendly and valuable:
✅ “Hi [customer_name], here’s an exclusive 10% discount just for you! Valid for 48 hours.”

Sensitive Data Requests

WhatsApp never allows businesses to ask for personal details like:
❌ Credit card information
❌ Passwords
❌ Social Security numbers

Even messages like “Please share your card details for payment” will be immediately rejected. Instead, use secure payment links.

2. Poor Template Formatting & Structure

Even if your content follows WhatsApp’s policies, formatting mistakes can still get your template rejected. Here’s what to avoid:

Incorrect Variable Usage

Variables must be placed correctly. Otherwise, your message will be rejected.

🚫 Wrong format:

“Hi {{1}}, your {{2}} is confirmed for {{3}}.” (WhatsApp rejects templates that start with a variable.)

✅ Correct format:

“Hi [customer_name], your order [order_id] is confirmed for [date].”

🚫 Undefined placeholders:

If you submit “Your order will be delivered by {{1}}” without specifying whether {{1}} is a date, name, or tracking link, WhatsApp may reject it.

Fix: Clearly define variables when submitting templates.

Excessive Use of Capital Letters, Emojis, or Special Characters

🚫 “HURRY!!! LIMITED OFFER!!!!” – Too many caps, exclamation marks, and emojis make it look spammy.
✅ “Limited-time offer: Get 10% off today!” – Keeps it professional and readable.

Submission Format Errors

WhatsApp requires a fixed text at the beginning before any variable.

🚫 Incorrect: “{{1}}, your package has been shipped!” (Rejected because the message starts with a variable.)

✅ Correct: “Hello [customer_name], your package has been shipped!”

3. Low-Quality Content & User Experience Issues

WhatsApp wants users to receive valuable messages. If a template feels low-quality or unclear, it gets rejected.

Unclear Messaging

🚫 “Your request is confirmed.” (What request? The user has no context.)
✅ “Hi [customer_name], your table reservation at [restaurant_name] for [date/time] is confirmed.”

Overly Promotional Language

🚫 “Buy now! Don’t miss out on this amazing deal!” (Too pushy)
✅ “Enjoy 10% off on your next purchase. Offer valid for 48 hours.”

Clickbait or Misleading Content

🚫 “You’ve won a prize! Click to claim.” (If they didn’t enter a contest, this is misleading.)
✅ “You’re eligible for a special reward. Click below to check your offer.”

Duplicate Templates

If you submit multiple templates with minor changes, WhatsApp may reject them.

🚫 Example:

• “Your order is confirmed.”
• “We have received your order.”
• “Order confirmation received.”

✅ Instead, submit ONE well-structured template:

“Hi [customer_name], we’ve received your order [order_id]. It will be delivered by [date].”

4. Branding & URL Issues

WhatsApp wants businesses to maintain consistent branding and transparency.

Inconsistent Business Name

🚫 If your business name is “TechStore”, but your template says, “Hi, welcome to GadgetWorld!”, it will be rejected.
✅ Ensure the business name matches your Meta Business Manager profile.

Shortened or Unverified URLs

🚫 “Click here: bit.ly/12345” – WhatsApp doesn’t trust shortened links.
✅ Use full URLs: “Click here: www.yourbusiness.com/offer”

5. Language & Spelling Errors

Templates with spelling and grammar mistakes appear unprofessional and can be rejected.

🚫 “Your apointment is confirmed for tommorow at 5pm.”
✅ “Your appointment is confirmed for tomorrow at 5 PM.”

Mismatched Language Settings

If your template is submitted in English, but the content is in Spanish, it may be rejected.

🚫 Selected language: English

“Tu pedido ha sido confirmado.” (Spanish content in an English template)

✅ Match the language correctly when submitting.