Here are some common reject reasons:
| Rejection Reason | How to fix it |
| Variables are placed at the very beginning or end of the message | Add additional words or punctuation before/after the variable. |
Variables are placed next to each other, such as "{{1}} {{2}}" | Make sure there is at least one word in between each variable, or simply use one variable instead of multiple. You can substitute a placeholder value with multiple words. |
| Variables have mismatched curly braces, or use words instead of numbers | The correct format is "{{1}}“, not “{{one}}" |
Variable parameters are not sequential. Example: {{1}}, {{2}}, {{4}}, {{5}} lead to a rejected template because but {{3}} does not exist | Double-check that all placeholders are sequential. |
| Newlines, tabs, or more than 4 consecutive spaces | This is not allowed, so please avoid it. |
| Call-to-action have a direct link to WhatsApp, such as “https://wa.me/6588888888”. Meta no longer allows this | Spell out the number, without including the link. The wa.me is a reserved link that can’t be included in a template. |
| Template is a duplicate | WhatsApp rejects templates submitted with the same wording with a different name, to prevent abuse. Please note that this check does not apply to OTP templates. Slightly tweak the name and content of the new template. |
| Template contains content violating the WhatsApp Commerce Policy or the WhatsApps Business Policy. Includes: requesting sensitive identifiers from users, such as payment card numbers, financial account numbers, or National Identification numbers. | You must follow WhatsApp’s policies to avoid further enforcement action from Meta. If you need to request sensitive identifiers, you can ask for partial identifiers (ex: last 4 digits of Social Security number). |
| Templates appears to be related to gaming or gambling. Common words such as “raffle” or “win a prize” almost guarantee a template rejection by WhatsApp. | Templates appear to be related to gaming or gambling. Common words such as “raffle” or “win a prize” almost guarantee a template rejection by WhatsApp. |
Templates that are overly vague, such as Hi, {{1}}, thanks. are commonly abused to spam users, so they will be rejected. | Surround the parameters with information that clarifies to Meta what type of information will be inserted. |
| Wrong language was chosen. Example: a template in English was submitted as “Portuguese” language. | Double-check that the language is correct. |