Why WhatsApp templates get rejected: 25 real examples with fixes

If your WhatsApp template was rejected, the reason is almost always on a short list. Meta's template review documentation names the common causes: variables that are formatted wrongly, content that breaks the WhatsApp Business or Commerce policies, a template that duplicates one you already have, and, under the category rules, a template that does not fit the category you chose. Below are 25 rejected-style templates of the kind Indian businesses submit every day, the rule each one breaks and a corrected version.

If you are new to templates, start with the message templates guide, which covers the parts of a template and the three categories. This article assumes you already know those basics.

How review works and where to read the reason

When you submit a template, Meta validates the content and the category you picked. Its templates documentation says a decision can take up to 24 hours. You then see one of three outcomes: Approved, approved with the category changed to Marketing, or Rejected.

The rejection reason is shown in a few places. Meta sends an email and a WhatsApp Manager alert, and the reason appears in Business Support Home under Account Overview → View my accounts → your business → your WhatsApp account → Rejected message templates. Platforms receive it through the message_template_status_update webhook. A category disagreement arrives with the reason INCORRECT_CATEGORY. In Broadchat, the status and reason show against the template in CRM → WhatsApp Templates after you click Sync Templates.

Variable and formatting mistakes (examples 1-8)

Meta's review page lists five formatting faults: missing or mismatched curly braces, special characters inside a variable, variables out of sequence, too many variables for the length of the message, and a message that starts or ends with a variable.

1. Single curly braces

Submitted: Hi {1}, your order {2} from Rangoli Home is packed.

Why it fails: positional variables must be written with double braces. Fix: Hi {{1}}, your order {{2}} from Rangoli Home is packed and will be handed to the courier today.

2. Named placeholders copied from another tool

Submitted: Hi {{customer name}}, your appointment is on {{date}}.

Why it fails: Meta's review page gives {{1}} as the correct format for positional parameters, and a placeholder with a space in it is not one. Fix: Hi {{1}}, your appointment at Sunrise Clinic is on {{2}}. Please arrive 10 minutes early. Broadchat's Add Variable button inserts numbered {{n}} variables for you.

3. Special characters inside a variable

Submitted: Your invoice {{#1}} for {{$2}} is ready.

Why it fails: Meta lists #, $ and % inside a variable as a rejection reason. Fix: keep symbols in the text: Your invoice no. {{1}} for ₹{{2}} is ready to download below.

4. Variables out of sequence

Submitted: Dear {{1}}, your EMI of ₹{{3}} is due on {{2}}.

Why it fails: variables must appear as {{1}}, {{2}}, {{3}} in order. Fix: Dear {{1}}, your EMI of ₹{{2}} is due on {{3}}. Please keep the amount in your linked account.

5. A gap in the numbering

Submitted: Hi {{1}}, your class starts at {{2}} in room {{4}}.

Why it fails: {{3}} is missing, so the parameters are not sequential. Fix: renumber to {{1}}, {{2}}, {{3}}.

6. Too many variables for the text

Submitted: {{1}} {{2}}, {{3}} {{4}} on {{5}} at {{6}}. Thanks.

Why it fails: Meta rejects templates with too many variables relative to the message length; the reviewer cannot tell what the message is. Fix: write the sentence out and keep only what changes per customer: Hi {{1}}, your test at Sunrise Diagnostics is booked for {{2}} at our Malviya Nagar centre. Please carry a photo ID and come 15 minutes early.

7. Starting with a variable

Submitted: {{1}}, your parcel is out for delivery today.

Why it fails: Meta does not allow a template to start or end with a variable (it calls these dangling parameters). Fix: Hi {{1}}, your parcel is out for delivery today and should reach you by evening.

8. Ending with a variable, often a link

Submitted: Track your Rangoli Home order here: {{1}}

Why it fails: the body ends with a variable. Fix: put the link in a URL button (a dynamic URL button can carry the order ID), or add text after it: Your Rangoli Home order {{1}} has shipped. Tap the button below to track it.

Policy and content problems (examples 9-15)

The second group of rejections is about what the message says rather than how it is formatted. Meta's review page names three: Commerce Policy violations, requests for sensitive identifiers, and abusive or threatening content.

9. Asking for a full card number

Submitted: To complete your refund, reply with your 16-digit card number and expiry date.

Why it fails: Meta does not allow templates that ask people for full payment card numbers, financial account numbers or national ID numbers. Fix: Your refund of ₹{{1}} for order {{2}} has been started to the card ending {{3}}. It usually reflects in 5-7 working days.

10. Asking for an Aadhaar or PAN number

Submitted: Please reply with your Aadhaar number and a photo of your PAN card to complete KYC.

Why it fails: it requests a national identification number and documents that contain sensitive identifiers. Fix: send people to your own secure KYC page instead: Hi {{1}}, your KYC for loan application {{2}} is pending. Please complete it on our secure portal using the button below. Asking only for partial identifiers, such as the last four digits, is acceptable under Meta's guidance.

11. Asking for a bank account number in chat

Submitted: Share your bank account number and IFSC so we can send your cashback.

Why it fails: full financial account numbers are on the sensitive-identifier list. Fix: collect bank details on your website or through UPI, and use WhatsApp only to notify: Hi {{1}}, your cashback of ₹{{2}} for order {{3}} is ready. Add your payout details on our website using the button below.

12. Threatening a customer

Submitted: Your EMI is overdue. Pay today or we will inform your employer and take legal action.

Why it fails: Meta rejects content that threatens legal action or public shaming. Fix: state the facts and offer help: Hi {{1}}, the EMI of ₹{{2}} for loan {{3}} was due on {{4}} and is not yet received. Please pay using the button below or reply to speak to our team.

13. Selling a restricted product

Submitted: New stock of imported e-cigarettes and vape pods just arrived. Order now on WhatsApp.

Why it fails: the WhatsApp Commerce Policy restricts tobacco and related products, along with weapons, drugs, gambling, adult content and more. No rewording fixes this; the product cannot be promoted through templates. Read the full list before you build a catalogue.

14. Unclear offer terms that look like a scam

Submitted: Congratulations! You have won ₹50,000. Click the link to claim now.

Why it fails: Meta's review rejects spam and scam-like content. A prize with no context, no named business and an urgent link fits that pattern. Fix: name the business, the contest the person entered and the real terms, and send it only to entrants: Hi {{1}}, you are one of the winners of the Rangoli Home Diwali lucky draw you entered on {{2}}. Your prize is a ₹{{3}} gift voucher. See how to redeem it on our website.

15. A link shortener hiding the destination

Submitted: Your report is ready: bit.ly/xyz123

Why it fails: reviewers and recipients cannot see where a shortened link goes, which reads as spam or phishing. This is a common practical reason rather than a rule named on Meta's review page. Fix: use a URL button on your own domain: Hi {{1}}, your Sunrise Diagnostics report for sample {{2}} is ready. Tap below to view it.

Duplicates and category mismatches (examples 16-21)

16. The same wording under a new name

Submitted: order_update_v3, with exactly the same body and footer as the approved order_update_v2.

Why it fails: Meta rejects a template whose body and footer wording duplicate an existing one in the same account, and Business Support Home names the existing template. Fix: use the approved template, or edit the existing one if the wording needs to change. The duplicate check does not apply to authentication templates.

17. A utility template with a discount

Submitted as Utility: Your order {{1}} is confirmed. Use code SAVE10 for 10% off your next order!

What happens: a template that mixes an order update with a promotion is marketing under Meta's category guidelines. Since 9 Apr 2025 Meta approves it as Marketing rather than as utility. Fix: split it into a clean utility confirmation and, if the customer opted in, a separate marketing template. Our explainer on template categories has more side-by-side examples.

18. A generic feedback request as utility

Submitted as Utility: How are we doing? Rate us on Google!

What happens: Meta's guidelines say a generic survey or feedback request will not be approved as utility; it must refer to a specific order or interaction. Fix: Hi {{1}}, thank you for visiting Sunrise Clinic on {{2}}. How was your consultation with {{3}}? Tap a button below to tell us.

19. An abandoned-cart reminder as utility

Submitted as Utility: You left {{1}} in your cart. Complete your purchase now.

What happens: Meta classes cart reminders and renewal nudges as retargeting, which is marketing even if the customer started the action. Fix: submit it as Marketing and send it only to people who opted in to offers.

20. A one-time password in a utility template

Submitted as Utility: Your login OTP is {{1}}. Do not share it with anyone.

What happens: Meta says only authentication templates may carry a one-time passcode. A marketing or utility template that should be authentication can be rejected, and approved ones are rejected on the first day of the following month after notice. Fix: create an authentication template from the template library with a copy-code or one-tap button.

21. Content that is only a variable or a single word

Submitted as Utility: Hello {{1}}. {{2}}

What happens: besides the dangling variable, Meta treats templates with unclear content (only a variable, or just Congratulations!) as marketing, because the reviewer cannot tell what will be sent. Fix: write the real message and keep variables for the values that change.

Authentication template restrictions (examples 22-25)

Authentication templates are the most restricted category. Meta requires you to use its library templates with a one-time password button, and does not allow URLs, media or emojis in the content or parameters. Parameters are limited to 15 characters.

22. A link in the OTP message

Submitted: Your code is {{1}}. Or log in directly at https://example.in/login

Fix: remove the URL. The library template supplies the wording, and the copy-code or one-tap button handles the rest.

23. An emoji in the OTP message

Submitted: 🔐 {{1}} is your Arjun Coaching login code.

Fix: no emojis are allowed in authentication content. Use the library wording with the optional security disclaimer and expiry warning.

24. A parameter longer than 15 characters

Submitted: the code variable filled with ARJUN-COACHING-482913 as the sample.

Fix: authentication parameters are limited to 15 characters. Send the code itself (for example 482913).

25. Free-text authentication template without an OTP button

Submitted: a hand-written body asking the user to type the code back, with no button.

Fix: create it from the template library and configure a copy-code or one-tap button. Broadchat's template form follows Meta's authentication shape, so you only choose the button type and the optional add-ons.

What to do after a rejection

1. Read the reason first. It is in the email, WhatsApp Manager, Business Support Home and the template's status in your platform. Do not rewrite everything; fix the specific fault.
2. Edit and resubmit, or start fresh. For a rejected template you can edit the content and resubmit. Name, category and language cannot be changed in Broadchat after creation, so create a new template if the category or language was wrong.
3. Add realistic samples. Meta requires sample values for every variable and says samples help reviewers see the real message. Use values like Priya, #48213 and 14 Oct, not test or xyz.
4. Appeal if you disagree. Appeals must include a sample, and Meta says the appeal is reviewed and decided within 24 hours. For a category change, you can request a review within 60 days.

If you run templates for several client businesses, the patterns above are worth turning into a pre-submission checklist for your team. Agencies that resell WhatsApp under their own brand can do this inside a white-label panel, where every client's templates sit in their own account.