Fynchat
WhatsApp template approval and rejection reasons
How Meta reviews your templates, the ten most common rejection reasons with the fix for each, and what to do when a template gets paused.
Every message that starts a conversation with a customer must go through a Meta-approved template. Approval is usually fast, and rejection always has a specific, fixable reason.
How the review works
- You create the template in Fynchat and pick its category and language
- It is submitted to Meta automatically
- Its status moves to In review, then Approved or Rejected
- An approved template is ready to send immediately
Typical time is minutes to 24 hours. Nothing sends before approval, so your number is never at risk while you wait.
The ten most common rejection reasons
| Reason | Fix |
|---|---|
| A variable at the start or end | Begin and end with fixed text: "Hi {{1}}" not "{{1}} hi" |
Consecutive variables {{1}} {{2}} |
Separate them with real text |
| Wrong category | Offers and discounts are marketing; order confirmations are utility. Putting an offer inside a utility template is a frequent rejection |
| Missing sample values | Fill in an example for every variable before submitting |
| Shortened links (bit.ly and friends) | Use your full URL on your own domain |
| Spelling errors or odd symbols | Proofread; obvious errors are rejected outright |
| ALL CAPS or excessive emoji | Write naturally; 🔥🔥🔥 reads as spam to a reviewer |
| Prohibited content | No alcohol, tobacco, gambling, prescription drugs or financial promises |
| Vague text | A template whose purpose is unclear on reading gets rejected; write a complete message |
| Unhelpful template name | Use a descriptive lowercase name with underscores: order_confirmation |
My template was recategorised — why?
Meta may move a template from utility to marketing if it detects promotion. The template is not deleted, but it costs more. The fix: split the promotion into its own marketing template and keep the utility one purely transactional.
My template was approved and then stopped working
That happens when its quality score falls: customers block or report messages sent with it. Two states:
- Paused: sending is temporarily halted and resumes if performance improves
- Disabled: after repeated drops — it will not come back, so create a better one
Prevention: message people who opted in, make the first line say who you are and why, and make opting out easy.
Tips that get approval first time
- Read the template as if you were the customer — if it feels like spam to you, it will to the reviewer
- Use as few variables as possible: every extra variable is an extra chance of rejection
- One language per template: do not mix Arabic and English in one body
- Keep a fallback ready: if it is rejected, edit and resubmit immediately — there is no limit on attempts