WhatsApp templates are most often rejected for badly formatted variables (wrong braces, special characters, skipped numbers, too many for the text, or a variable at the start or end), for breaking WhatsApp’s Business or Commerce policy, for duplicating an existing template, or for the wrong category. Fix the cause, add sample values for every variable and resubmit, or appeal within WhatsApp Manager.
The common reasons, and the fix
| Reason | Example | Fix |
|---|---|---|
| Mismatched or missing braces | {1} or {{1} | Use {{1}} exactly |
| Special characters in a variable | {{#order}}, {{$total}} | Plain numbers, or lowercase names with underscores |
| Variables out of sequence | {{1}}, {{2}}, {{5}} | Number them 1, 2, 3 in order |
| Too many variables for the length | A one-line body with four variables | Add fixed text around them, or use fewer |
| Starts or ends with a variable | {{1}}, your order is ready | Open and close with fixed words |
| No sample values | Variables submitted without examples | Add a sample for every variable and media header |
| Duplicate wording | Same body and footer as an existing template | Edit the existing template, or change the wording |
| Asks for sensitive identifiers | Full card number, national ID | Never request them in a template |
| Threatening or abusive tone | Threat of legal action or public shaming | Rewrite as a neutral reminder |
| Wrong category | A promotion submitted as utility | Resubmit as marketing, or remove the promotion |
Utility or marketing: the rule that costs the most
A template is utility only if it is non-promotional and specific to the customer’s own order, account or request (or essential to them). Anything else is marketing, including templates that mix the two, such as an order update with a promo code, and templates whose content is unclear, such as a body that is only a variable.
Since 9 April 2025, when Meta judges a template submitted as utility to be marketing, it changes the category to marketing as standard. It also re-checks approved templates: if the messages a utility template actually sends are promotional, the category can be changed later, with advance notice by email and webhook. Marketing templates cost more in most MENA markets (see WhatsApp API pricing) and are subject to per-user marketing limits.
How to resubmit or appeal
- Read the reasonRejections appear in WhatsApp Manager and Business Support Home, and are emailed to the portfolio’s admins. For a duplicate, Business Support Home names the existing template.
- Fix the causeUse the table above. If the rejection is for category, either change the category or take the promotion out.
- Add samplesEvery variable and media header needs a sample value. Appeals without samples are not considered.
- Resubmit, or appealEdit and resubmit the template, or file an appeal if you think the decision is wrong. Appeals are decided within 24 hours. You cannot edit a template while it is still in review.
After approval: quality ratings
An approved template starts with a quality rating of “pending” and moves to high (green), medium (yellow) or low (red) based on blocks, reports and read rates. A low-quality template can be paused or disabled, so the same rules that get templates approved keep them working: message people who asked to hear from you, about their own orders, with a clear next step.
For cash-on-delivery stores, the template that matters most is the order confirmation. See COD order confirmation on WhatsApp for one that stays utility.
Frequently asked questions
How long does WhatsApp template approval take?
Meta says a decision can take up to 24 hours. Many templates are reviewed much faster. Appeals are also decided within 24 hours.
Can I edit a rejected template?
Yes. Edit it and resubmit, or appeal. You cannot edit a template while it is still in review, and there is a daily limit on edits.
Why was my order confirmation template classed as marketing?
Usually because it contained something promotional: a discount, a product recommendation or a “shop again” link. Remove it and the template qualifies as utility again.
How many templates can I have?
250 per WhatsApp account while your business portfolio is unverified. Once it is verified and one of its numbers has an approved display name, each account can have up to 6,000.