How to get WhatsApp templates approved
Most WhatsApp templates are reviewed in minutes. Categories, formatting rules, common rejection reasons and how to fix rejected or re-categorised templates.
By Engage team, Shwastik Tech SolutionsUpdated 5 min read
What a template is
A template is a message you register with Meta before using it to start a conversation. It has an optional header (text, image, video, document or location), a body with variables such as {{1}}, an optional footer, and up to ten buttons (quick replies, a website link, a phone number or copy code). Once approved, you can send it to any opted-in customer, filling in the variables each time.
Pick the right category
| Category | Use it for | Don’t use it for |
|---|---|---|
| Utility | Order, delivery, booking, account and payment updates the customer expects | Discounts, “you may also like”, re-engagement |
| Marketing | Offers, launches, reminders to come back, newsletters | — |
| Authentication | One-time passwords only, with Meta’s fixed wording | Any other content, links or media |
The category decides the price—see WhatsApp pricing in India—so the temptation is to label everything utility. Meta’s review checks the content, and a promotional “utility” template is either rejected or re-categorised as marketing.
Formatting rules
- Variables can’t be at the very start or end of the body, and two variables shouldn’t sit next to each other with nothing in between.
- Provide sample values for every variable and media header so reviewers can see a realistic message.
- Keep the variable-to-text ratio sensible: a body that is mostly variables looks like a way to send arbitrary text.
- Use lowercase names with underscores, such as
order_shipped, and the correct language code. - Body text up to 1,024 characters, footer up to 60, and button text up to 25.
- Link to your own domain. Shortened or unrelated URLs are a common rejection cause.
Why templates get rejected
Wrong category
An “order confirmed” message that ends with “Use code SAVE20 on your next order” is marketing. Split it into two templates.
Vague or misleading content
Reviewers must understand who is writing and why. Name your business, state the purpose, and avoid threatening or urgent wording (“Your account will be blocked”).
Policy violations
Templates can’t ask for sensitive data such as full card numbers or passwords, and can’t promote restricted goods covered by WhatsApp’s Commerce Policy.
Duplicates
Submitting the same text under several names, or re-submitting a rejected template unchanged, gets rejected again.
Pending, paused and re-categorised
- Pending: still in review. If it stays pending for more than a day, check that your business account isn’t restricted and that your provider receives Meta’s template webhooks.
- Paused: Meta temporarily pauses templates that get a lot of negative feedback (blocks and reports). Improve targeting before reusing it.
- Re-categorised: Meta moved the template to another category, which changes its price. Engage notifies you when this happens.
Examples that pass review
| Template | Category | Body |
|---|---|---|
order_shipped | Utility | Hi {{1}}, your order {{2}} from Example Store has shipped and should arrive by {{3}}. Track it with the button below. |
appointment_reminder | Utility | Reminder: your appointment at Example Clinic is on {{1}} at {{2}}. Reply 1 to confirm or 2 to reschedule. |
festive_offer | Marketing | Hi {{1}}, our festive sale is live: 20% off everything until {{2}}. Tap below to shop. Reply STOP to opt out. |
Want templates that keep a high quality rating once approved? Read how to send broadcasts without getting blocked.
Frequently asked questions
How long does WhatsApp template approval take?
Most templates are reviewed automatically within minutes. Meta says reviews can take up to 24 hours, and some cases take longer. A template only becomes usable once its status is Approved.
Why was my WhatsApp template rejected?
Common reasons are the wrong category, variables at the very start or end of the text, missing sample values, unclear or misleading content, links to unrelated or shortened URLs, and content that breaks WhatsApp’s Commerce or Business policies.
Can I edit an approved WhatsApp template?
You can edit approved templates a limited number of times; each edit goes back for review. For bigger changes, create a new template with a new name.
Why did Meta change my template from utility to marketing?
Meta re-categorises templates whose content is promotional—for example an order update that also advertises a sale. Remove the promotional part to keep the utility category, or accept the marketing price.