Templates

Why WhatsApp templates get rejected — and how to fix them

A rejection isn't permanent. Here's what Meta looks for.

Lead Pattern · 4 November 2026 · 5 min read

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The 5 most common rejection reasons

Reason	What it looks like	How to fix it
Wrong category	A promotion submitted as utility (or the other way round)	Pick the category that honestly matches the content
Variable problems	Body starts or ends with a lone {{1}}, or variables stacked with no text between	Put real words around every variable
Spammy or misleading content	ALL CAPS, “click here to win”, claims that can't be checked	Write plainly, the way you'd want to receive it
Problem buttons	Link buttons to misleading or disallowed pages	Link to your own, relevant page
Formatting & placeholders	Broken formatting, unmatched placeholders, samples that don't match	Check every placeholder has a matching, realistic sample

Fix and resubmit in 3 steps

Read the rejection reason. In Lead Pattern the template shows a red *Rejected* status in Manage Templates; Meta's reason is in WhatsApp Manager — start there.
Create a corrected template. Click New Template and fix the content, category, variables or buttons.
Submit for review. The new template starts as *Pending* while Meta reviews it. Delete the rejected one once you no longer need it.

Don't resubmit the same thing again and again

Submitting borderline templates over and over can hurt your number's quality rating. Fix the root cause instead of making small tweaks and hoping.

Write for a real person

The safest way to pass review: write the message exactly as you'd want to receive it — clear, honest, correctly categorised, and personalised with meaningful variables rather than gimmicks.

Good vs bad examples

❌ "{{1}}, CLICK HERE TO WIN A FREE PHONE!!!"
✅ "Hi {{1}}, your order {{2}} has been dispatched and will arrive by {{3}}."
❌ Utility category: "Flat 50% off everything this weekend"
✅ Marketing category: "This weekend only: 50% off our monsoon range, {{1}}. Tap to shop."

Format templates with our free text formatter. Template rejection guide →

Questions people ask

Why do WhatsApp templates get rejected?+

Most often: the wrong category, a variable at the very start or end, spammy wording, misleading link buttons, or broken placeholders and samples.

Can I edit a rejected template?+

Create a corrected template and submit it for a fresh review; the rejection applies only to that version.

Where do I see the rejection reason?+

Meta includes it with the rejection — you'll find it in WhatsApp Manager. Lead Pattern marks the template Rejected in Manage Templates.

Do rejections hurt my number?+

Repeatedly submitting borderline templates can hurt your quality rating, so fix the root cause before resubmitting.

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