Template rejected β why, and how to fix it
Meta reviews every template. The common reasons for a rejection, and what to do:
| Reason | Fix |
|---|---|
| Marketing content in the Utility category | Either remove the promotion, or submit as Marketing. Tick "allow category change" so Meta reclassifies instead of rejecting. |
| A variable at the start or end of the message, or two variables side by side | Add text before/after: "Hi {{1}}, β¦" instead of "{{1}}". |
| Variables not numbered in sequence | {{1}}, {{2}}, {{3}} β no gaps. |
| Missing sample values for variables | Fill in "Sample" for every variable in Meta's form. |
| Vague wording, a shortened link, or all caps | Say explicitly what the message is; a full link to your own domain. |
| Template name taken or invalid | Lowercase letters, digits and underscores only; a new name for a corrected version. |
After a rejection, edit and resubmit (or create it under a new name). Approval time: usually minutes, sometimes up to 24 hours; the status updates on the Channels page by itself. A template that was approved and then paused because of reports β rewrite it and make opting out easy. About templates β