Template rejected
When Meta rejects a template, its card on the Templates page shows Rejected and the reason in red. Here's how to get it approved.
What's the quickest fix?
- Read the reason on the card. Look it up in the table below.
- Click Edit on the template.
- Make the change and click Save draft.
- Click Submit.
If Meta says the name is already taken when you resubmit, change the Template name (add _v2) and submit again.
Common reasons and fixes
| Reason | Most likely cause | Fix |
|---|---|---|
| INVALID_FORMAT | Variables at the very start or end, variables side by side ({{1}} {{2}}), unrealistic examples, wrong language code, or strange characters | Put words around variables, use real-looking examples (Priya, #1042), check the Language code |
| INCORRECT_CATEGORY | An offer or discount inside a Utility template | Choose Marketing, or remove the promotional words |
| TAG_CONTENT_MISMATCH | The content doesn't fit the category or language | Check the category and that the language code matches the language you wrote in |
| PROMOTIONAL | Selling in a non-marketing template | Change to Marketing |
| SCAM | Asking for money, passwords or card details; suspicious or shortened links | Remove those requests; use your own full website link |
| ABUSIVE_CONTENT | Threatening, rude or pushy wording | Rewrite politely |
| Meta status: PAUSED | Customers blocked or reported this template | Wait, or improve it and send it to better-targeted people |
| Meta status: DISABLED | Repeated quality problems | Make a new template |
| Uses features this app can't send yet | A template synced from Meta uses named variables, a location header or a changing text header | Recreate it in KiliChat |
For more detail, see Approval and rejection.
Checklist before you resubmit
- Does the message say who you are and why you're writing?
- Is there a word before the first variable and after the last one?
- Are the examples realistic?
- Is the category right? Any offer, discount or "buy now" means Marketing.
- Does the language code match the language?
- Do all links go to your own working website (no
example.com, no short links)? - Is the header picture clear and related to the message?
- If you started from a ready-made template, did you replace all the example details?
It was rejected again. What now?
Try rewording it more simply, or start from a ready-made template close to what you need. If it still doesn't pass, send us the template name on WhatsApp. We review templates for our clients every day and can usually spot the problem.
Can I appeal a rejection?
Meta allows appeals in its WhatsApp Manager. It's usually faster to fix and resubmit. If you think Meta made a mistake, ask us and we'll appeal for you.
My template was approved before, now it's rejected
Meta can pause or disable approved templates if customers react badly. The reason will be "Meta status: PAUSED" or "Meta status: DISABLED". See Quality, editing and deleting.