WhatsApp Business Platform, Message Template Guidelines

Rejection Reasons

If your message template(s) have been rejected, it may have been for one of the following reasons:

  • Spelling or grammatical errors. Messages with misspellings or grammatical errors may prompt customers to view these message as spam or a hoax.
  • Variable parameters are missing or have mismatched curly braces. The correct format is {{1}}.
  • Variable parameters are not defined. All parameters must have a known purpose, for example, the type of media you plan to send in a media message. Your template will be rejected if we do not know what goes into a specific parameter. We strongly recommend adding a sample with your submission.
  • 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.
  • Language defined does not match content. For example, Spanish was select but the content is English or the content is a mixture of languages containing both Spanish and English.
  • Submission format for testing your API connection is incorrect. The correct format is:
    • Message template name: test
    • Content: Hello {{1}}
  • The URLs for your links are shortened. Short links obscure the intended link destination.
  • The URL domain in your links does not belong to your business.
  • The message template(s) contains content that violates WhatsApp’s Commerce Policy: When you offer goods or services for sale, we consider 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(s) contain content that violates WhatsApp’s 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.
  • The content contains potentially abusive or threatening content, such as threatening a customer with legal action or threatening to publicly shame them.

Quality Rating

The quality rating shows how messages from your template have been received by your customers in a rolling window of the past 24 hours. The quality rating is based on how messages have been received by recipients over the past seven days and is weighted by recency.

We show it in three different states:

  • High (green)
  • Medium (yellow)
  • Low (red)

If we do not have enough quality signals from conversations between your business and customers, your quality status may be “unknown” or “unavailable”.


There are different statuses for templates:

  • Pending: This is when a business first submits a template that hasn’t yet been on-boarded and approved.
  • Approved: The template is approved to be sent on our platform.
  • Rejected: The template is rejected to be on-boarded to our platform.

Occasionally, a template may show one of two particular statuses that are related to quality: Flagged and Disabled.

  • Flagged: This is a warned state. When the quality rating reaches a low (red) state, the template is moved to a Flagged status. If the quality rating improves to a high (green) or medium (yellow) state over 7 days, the template returns to an Approved status.
  • Disabled: After a template enters Flagged Status, if the quality rating does not improve within 7 days, the template across all languages will be Disabled. When disabled, a template cannot be edited or used for sending messages.


You will receive an email notification if a template status from your WhatsApp business account(s) changes to Flagged or Disabled.

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