Why was my template rejected?

When Meta rejects a message template, they provide a reason. Understanding these reasons is key to fixing the issue and resubmitting successfully. You can see the rejection reason on the template list page.

Here are some of the most common reasons for rejection and how to resolve them:

1. Incorrect Category

• Reason: "The template was categorized as UTILITY but its content is promotional."
• Solution: This is the most common issue. If your message contains any promotional language, offers, or encourages a purchase, it must be in the Marketing category. Edit the template, change the category to Marketing, and add an opt-out button (e.g., a quick reply for "Stop").

2. Invalid Format / Floating Variables

• Reason: "The format of the message is incorrect. Variables must be surrounded by text."
• Solution: Placeholders like {{1}} cannot be on a line by themselves or have too much space around them. Ensure they are part of a sentence.
  • Incorrect: Hi {{1}},\n\n{{2}}\n\nThanks
  • Correct: Hi {{1}}, your order number is {{2}}. Thanks.

3. Invalid Sample Values

• Reason: "The sample values provided do not match the content of the template."
• Solution: Your samples must be realistic examples of what will replace the variables.
  • If {{1}} is for a name, use a sample like "John Smith", not "name".
  • If {{2}} is for a date, use a sample like "December 5th", not "date".

4. Abusive or Spammy Content

• Reason: "The template contains content that is abusive or threatening." or "The content is considered spam."
• Solution: Rewrite your message to have a more professional and direct tone. Avoid using all caps, excessive emojis, or language that creates a false sense of urgency.

5. Requesting Sensitive Information

• Reason: "The template is asking for potentially sensitive information."
• Solution: Do not use templates to ask for full credit card numbers, government ID numbers, passwords, or other highly sensitive personal data.

How to Resubmit a Template

1. Go to the Templates page.
2. Find your rejected template and click the Edit icon.
3. Make the necessary corrections based on the rejection reason.
4. Click "Submit for Review" again.

The template will re-enter the approval queue.