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Best Practices
Templates are commonly rejected for the following reasons, so make sure to avoid the following mistakes. (For more information, please visit Meta's page here):
Variable/Parameter Formatting
- Variable parameters are missing or have mismatched curly braces. The correct format is {{1}}.
- Variable parameters contain special characters such as a #, $, or %.
- Variable parameters are not sequential. For example, {{1}}, {{2}}, {{4}}, {{5}} are defined but {{3}} does not exist.
- Template contains too many variable parameters relative to the message length. You need to decrease the number of variable parameters or increase the message length.
- The message template cannot end with a parameter.
Content and Policy Violations
- The message template contains content that violates WhatsApp’s Commerce Policy: When you offer goods or services for sale, Meta considers all messages and media related to your goods or services, including any descriptions, prices, fees, taxes and/or any required legal disclosures, to constitute transactions. Transactions must comply with the WhatsApp Commerce Policy.
- The message template contains content that violates the WhatsApps Business Policy: Do not request sensitive identifiers from users. For example, do not ask people to share full length individual payment card numbers, financial account numbers, National Identification numbers, or other sensitive identifiers. This also includes not requesting documents from users that might contain sensitive identifiers. Requesting partial identifiers (ex: last 4 digits of their Social Security number) is OK.
- The content contains potentially abusive or threatening content, such as threatening a customer with legal action or threatening to publicly shame them.
Character Limits and Text Format
- The message component will have different character limits depending on the type of template.
Duplication
- The message template is a duplicate of an existing template. If a template is submitted with the same wording of an existing template, the duplicate template will be rejected.
Recategorization
- Submitting a promotional or sales template as an Utility template may result in Meta recategorizing it as a Marketing template.
How to handle a template rejection?
At this time, templates cannot be edited or deleted. If your template has been rejected, you will need to create a new one that follows the best practices.