WhatsApp, like emails and SMS, prevents SPAM and ensures a high-quality messaging experience for customers, and makes sure your messages don’t appear as marketing spam. WhatsApp provides pre-approved message templates that can be used by businesses when they want to reach out to customers.

Marketing messages over WhatsApp are restricted, and the primary focus is on sending notifications and reminders or providing real-time customer support.

Customers also have the option to block or report businesses they don’t want to receive notifications from by submitting a claim with reasoning to WhatsApp’s support team. Let us look at the things to take care when submitting a template message:

Content Rules:

The content inside the template should be drafted in accordance to WhatsApp Policies. You could say WhatsApp cares more about the value you will be providing to your customers rather than the value they are providing to your business.

Any message that is considered promotional and sales-oriented in nature, will be rejected.

We will go through some examples on what gets rejected and what gets approved later in this article.

WhatsApp will only approve messages that fall in the following category:

  1. account Update

  2. alert update

  3. appointment update

  4. issue resolution

  5. payment update

  6. personal finance update

  7. reservation update

  8. shipping update

  9. ticket update

Template Content: The content of your template needs also be meticulously formatted. Your template:

  • Must be text-based containing only letters, digits & special characters, emojis and WhatsApp-specific formatting (see formatting table below)

  • Can’t have more than 1024 characters

  • Can’t include newlines, tabs, or more than four consecutive spaces

  • Must indicate variables with {{#}} – a numbered placeholder where a specific number represents the variable index (please note that your variables must begin counting at {{1}})

Reasons why your template messages get rejected:

The message template(s) which contain content that violate WhatsApp’s Commerce Policy get rejected. 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.

You can refer to this article by Facebook which explains in detail about the compliance terms followed while approving/rejecting a template: https://developers.facebook.com/docs/whatsapp/message-templates/guidelines

Some examples of Approved and Rejected Templates:

REJECTED: The below template was rejected since it was promotional in nature due to use of words like "Avail Best" and "Reasonable Cost".


APPROVED: The same type of template was approved (below) without the promotional phrases

REJECTED: The template below got rejected since it had phrases like "exciting service packages"

REJECTED: The below message got rejected since it had a lot of dynamic values and was considered promotional in nature

In a lot of cases like the below example, the differences are very minute and sometimes it’s not even that clear why one message is OK while the other not.



PRO TIP: It is advised to put phrases like Reminder, Alert in the starting of the message as shown in some above examples. These phrases increase the probability of getting the templates approved. e.g.



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