Important: To use WhatsApp in Aircall, your organization must have WhatsApp in Aircall added to its subscription. Only agents with assigned WhatsApp in Aircall licenses can send WhatsApp messages.

This article outlines common reasons why WhatsApp message templates may be rejected when using WhatsApp in Aircall. Following these best practices will help ensure your templates are approved by Meta.

Best practices for avoiding template rejection

Templates are often rejected due to formatting issues, content violations, or incorrect categorization. Review the points below before submitting a new template. For more information, you can refer to Meta’s documentation.

Variable and parameter formatting

Templates must follow Meta’s strict formatting requirements for variable parameters.

Common issues include:

  • Missing or mismatched curly braces. The correct format is {{1}}.
  • Using special characters inside parameters, such as #, $, or %.
  • Nonsequential parameters. For example, using {{1}}, {{2}}, {{4}}, {{5}} when {{3}} is absent.
  • Too many parameters compared with the overall message length. Reduce the number of parameters or increase the amount of text.
  • Ending the template with a parameter. The final character in a template cannot be a variable.

Content and policy violations

Meta enforces strict content rules for WhatsApp templates. Violations will result in rejection.

Common violations include:

  • Content that does not comply with the WhatsApp Commerce Policy. Any message that involves offering goods or services, including descriptions, prices, fees, taxes, or legal disclosures, is treated as a transaction and must comply with Meta’s rules.
  • Content that violates the WhatsApp Business Policy. You must not request sensitive identifiers such as full payment card numbers, financial account numbers, national ID numbers, or documents that may contain this information. Requesting partial identifiers, such as the last four digits of a Social Security number, is allowed.
  • Language that may be considered abusive or threatening. For example, threatening legal action or threatening to publicly shame a customer.

Character limits and text formatting

Character limits vary by template type. Ensure your content fits within the constraints for the specific message component you are using.

Duplicate templates

Meta will reject templates that duplicate the wording of an existing approved template. Any template that closely matches an existing version should be revised before submission.

Recategorization

If a promotional or sales message is submitted under the Utility category, Meta may recategorize it as a Marketing template. Choose the correct category to avoid delays.

How to handle a template rejection

At this time, templates cannot be edited or deleted. If a template is rejected, you must create a new version that follows the best practices listed above.

Note: If the template's status is marked as 'offline' in the Aircall Dashboard, you will need to check in your Meta account to determine the possible reason.