WhatsApp platform
Template rejection
Template rejection is Meta declining to approve a submitted WhatsApp template, usually because of its category, its content, or missing example values for its variables.
Also calledtemplate disapprovedtemplate paused
Common causes include promotional content submitted as utility, placeholders with no example filled in, and wording that reads as spam. A good platform surfaces Meta's stated reason for the rejection. Separately, an approved template can be paused later if enough recipients block or report messages using it.
More in WhatsApp platform
Worth knowing alongside it.
- Message template
- A message template is a message format submitted to Meta for review in advance, which a business may then send to a customer outside the conversation window with variables filled in.
- Template category
- Template category is Meta's classification of a WhatsApp template as marketing, utility, or authentication, which determines both what it may contain and what it costs.
- Quality rating
- Quality rating is Meta's assessment of how customers react to messages from a WhatsApp number or template, based largely on blocks and reports.