All WhatsApp message templates must be approved by Meta before they can be used for campaigns. Understanding their categories and rules is crucial for getting your templates approved quickly.
Templates are reviewed to prevent spam and ensure a high-quality user experience on the platform.
Template Categories
When you create a template, you must assign it to one of three categories. Choosing the correct category is the most important step for approval.
1. Marketing
- Purpose: To promote your products or services, send offers, or make announcements.
- Rules: These are proactive messages sent to users who have opted in. They must include a clear way for the user to opt out, such as a quick-reply button that says "Stop Promotions" or text in the footer (e.g., "Reply STOP to unsubscribe").
- Example: "Hi {{1}}! Our summer sale starts now. Get 20% off all items for the next 48 hours. Visit our website to shop now! Reply STOP to unsubscribe."
2. Utility
- Purpose: To respond to a specific user request or provide an update on an ongoing transaction.
- Rules: These messages should relate to an action the user has already taken. They cannot contain promotional material.
- Example: "Your order #{{1}} has been shipped and is expected to arrive on {{2}}. You can track your package here: {{3}}."
3. Authentication
- Purpose: To send one-time passcodes (OTPs) for account verification.
- Rules: The message must contain a one-time passcode. Meta has very strict formatting guidelines for these templates.
- Example: "Your verification code is {{1}}. This code will expire in 10 minutes."
Common Rejection Reasons
- Incorrect Category: Placing a promotional message in the "Utility" category is the most common reason for rejection.
- Floating Placeholders: Variables like
{{1}}cannot be on a line by themselves. They must be surrounded by text. - Sensitive Information: Do not ask for full credit card numbers, personal identification numbers, or other sensitive data.
- Spammy Content: Using overly promotional language, excessive emojis, or misleading information can lead to rejection.
- Broken Links: All URLs in your template must lead to a valid, working website.