Message Template Guidelines

Message templates are reviewed daily by a Meta team. You can expect a response within 48 hours, excluding weekends and holidays.


If your message template(s) have been rejected, it may have been for one of the following reasons.

Formatting is incorrect

  • Proofread your content for spelling and grammar before submitting it for review. Messages with misspellings or grammatical errors may prompt customers to view these messages as spam or a hoax.

  • Make sure to use variable parameters (e.g., {{1}}, {{2}}, etc.) and that they have the correct number of curly brackets (i.e., 2 on the left side of the number and 2 on the right side).

  • Make sure the parameters are not used with an unknown purpose based on the context. Your template will be rejected if we do not know what goes into a specific parameter —this includes not knowing what media you plan to send in a media message, for example. To avoid this scenario, we strongly recommend that you add a sample.

  • Make sure the language selected matches the content of your message template.

    • If you select Spanish as the message template language but the content is in English, your message template will be rejected.

    • Ensure that your content is in a supported language. A mixture of languages such as "Hinglish" or "Spanglish" will not be approved.

  • If you’re going to submit a message template for testing your API connection, please ensure it’s in the correct format. Any other variation will be rejected.

    • Message template name: test

    • Content: Hello {{1}}

  • Refrain from using a URL shortener for your links (e.g.,, tinyurl, or because they obscure the intended link destination.

  • The URL domain in your links should belong to your business.

The message template(s) contain content that violates WhatsApp’s Commerce Policy

When you offer goods or services for sale, we consider all messages and media related to your goods or services, including any descriptions, prices, fees, taxes, and/or any required legal disclosures, to constitute transactions. Transactions must comply with the WhatsApp Commerce Policy.

The message template(s) contain content that violates WhatsApp’s Business Policy

  • Do not request sensitive identifiers from users. For example, do not ask people to share full-length individual payment card numbers, financial account numbers, National Identification numbers, or other sensitive identifiers. This also includes not requesting documents from users that might contain sensitive identifiers.

  • A survey after an experience is fine, but do not submit a survey or poll to collect unrelated data from users. Example: “Hi, we're interested in knowing how you feel about certain food groups. Do you mind participating in a survey?”

The message template(s) contain potentially abusive or threatening content

Some examples of this include the following:

  • Message templates that threaten customers with a legal course of action will be rejected.

  • Message templates that threaten to add customers to a WhatsApp group with their friends and family to shame them if they don't pay back their loans will be rejected.

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