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Meta reviews every template you submit. Most rejections come down to a small set of recurring issues. This page covers the common ones and what to change before resubmitting. For the format itself (categories, headers, buttons, variables) see Template reference.

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Where to read the rejection reason

In Flowella, open Templates and find the rejected template. The rejection reason returned by Meta appears on the template page, usually as a short string like INVALID_FORMAT or a sentence explaining the issue.

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Common rejection reasons

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Wrong category

You submitted a Marketing-style message under Utility. Common signs:
  • Promotional copy (“Sale ends Friday”, “Get 20% off”)
  • An offer or coupon
  • Re-engagement messaging
Resubmit as Marketing. If the template is genuinely transactional (order updates, password resets, appointment reminders), keep it as Utility but tighten the copy.

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Promotional language in Authentication

Authentication templates can contain only the verification code and minimal supporting text. Anything that reads like marketing — branding statements, offers, links to your site — will be rejected. Strip back to the code, an expiry note, and “Do not share this code”.

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Sample variable values don’t match the body

When you add a variable like {{1}}, Meta requires a sample value that matches what you’d really send. Common mistakes:
  • A sample link that’s a generic homepage when the body promises an order tracking page.
  • A sample name with special characters that imply unsupported formatting.
  • Samples that don’t match the template’s tone (e.g. John for a first name when the body addresses the recipient as “Customer”).
Use realistic samples. For URLs, use a real production-style URL with placeholder IDs.

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Spammy text in the body

These get rejected fast:
  • Excessive capitalisation (FREE!!!)
  • Multiple exclamation marks
  • “Click here” without context
  • Over-promising language (“guaranteed”, “100% off”)
  • Misleading urgency (“Last chance!” without a real deadline)
Rewrite as a calm, factual message. WhatsApp templates should read like a useful update, not a banner ad.

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Variable indexes out of order

Variables must be sequential starting from {{1}}. {{1}} then {{3}} will be rejected. Renumber so they go {{1}}, {{2}}, {{3}} in order.

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Broken or unreachable media header

For IMAGE, VIDEO, and DOCUMENT headers, Meta tries to fetch the URL during review. If it 404s, redirects through a login page, or is blocked by your CDN to non-browser user-agents, the template is rejected. Host on stable infrastructure that allows Meta’s crawler.

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Buttons that don’t comply

  • Quick reply labels longer than 25 characters
  • URL buttons whose URL pattern doesn’t make sense (https://example.com/{{1}} with a sample of not-a-path)
  • Phone buttons in non-E.164 format
Fix the offending button, leave the others in place.

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Duplicate template name

A WABA cannot have two templates with the same name and language. If you re-submitted with the same name without removing the old one, the new one will be rejected. Either pick a new name, or delete the old version first.

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Resubmitting

After fixing the issue:
  1. Open the rejected template in Flowella.
  2. Click Edit.
  3. Apply your changes.
  4. Submit again. The template re-enters the PENDING state and Meta usually responds within 24–48 hours.
Keep working APPROVED templates untouched. Edit a copy when you want to make significant changes — that way your live sends keep working while Meta reviews the new version.

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Still rejected after fixing?

If the same template is rejected twice and you can’t see why, contact support with:
  • The template name and language
  • The full rejection reason from Meta
  • A screenshot of the template body, header, and buttons
We can often spot the issue quickly or escalate to Meta on your behalf.