Best Practices

A rejected template means editing and waiting for review all over again. Follow these simple rules to get your templates approved on the first try.

Content Rules

What you write in the message matters most. Before you submit:

• Fix spelling and grammar - typos and broken sentences are a common reason for rejection.
• Avoid spammy wording - skip "FREE!!!", "ACT NOW", and ALL CAPS. WhatsApp prefers clear, natural language.
• Never ask for sensitive information - don't request passwords, full card numbers, or bank account details in a template.
• Use full links, not shortened ones - avoid bit.ly or similar shorteners. WhatsApp can't see where they lead, so they get flagged.
• Stay on topic - the message should match its category. Don't add unrelated surveys or offers.
• Keep the tone respectful - no abusive or threatening language.

Variable Rules

Variables like {{1}} and {{2}} let you personalise each message. Use them correctly:

• Number them in order - start with {{1}}, then {{2}}, and so on.
• Only put short values in variables - a name or an order number, not a full sentence or paragraph.
• Don't start or end the body with a variable - always have text around it.
• Give every variable a sample value - WhatsApp needs an example to review the template.

Before You Submit

• Don't submit duplicates - creating the same template twice can get both rejected.
• Start with the Utility category - utility templates (order updates, reminders) have higher approval rates than marketing ones.
• Double-check the category - if the wording is promotional, choose Marketing from the start.

Common Questions