In the same way that emails and SMS prevent SPAM, WhatsApp guards against it, provides clients with a high-quality messaging service and ensures that your communications don't come across as spam. WhatsApp offers pre-approved message templates that businesses can use to communicate with clients.

WhatsApp has strong restrictions on marketing messages, with the main emphasis instead being on sending notifications and reminders or offering real-time customer support.

Customers can also report or ban firms they don't want to get notifications from by sending a claim to WhatsApp's support team along with a justification. Before implementing WhatsApp chatbots, we should first learn the fundamentals of the WhatsApp Business API and what are WhatsApp template messages. To quickly review the help article we've written, click here.

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 messages 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 to 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.

  • The language defined does not match the content. For example, Spanish was selected but the content in English or the content is a mixture of languages containing both Spanish and English.

  • The 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 onboarded 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.

Filing an Appeal

You cannot file an appeal on a rejected message template unless your message template containing parameters has a sample attached.

If your already created message template was rejected, and you need to add a sample follow these steps:

  1. In the WhatsApp Manager, click Message Templates.

  2. Find the message template that you would like to edit, and hover over the pencil icon at the far right.

  3. When the Edit menu option appears, click on the pencil icon.
    You are now able to edit your message template and add a sample (the Add Sample button will be at the top right of the screen).

  4. Click Submit after making your changes to send your message template for review. It will be reviewed in under 24 hours.


In addition to the above, please consider the following to accelerate the approval process.

  • Make your message template name clear. Instead of using a name like "template_014," use "bus_ticket_details".

  • Remember that someone outside of your business will be reviewing your message templates. Providing more clarity gives reviewers context around how the message template will be used.

  • All appeals for rejected message templates require a sample. You can appeal a rejected message template through Direct Support.

  • If you need to write a message template to reopen the 24-hour window, we suggest starting with some mention of the previous conversation thread:
    Example: “I'm sorry that I wasn't able to respond to your concerns yesterday but I’m happy to assist you now. If you’d like to continue this discussion, please reply with ‘yes’.” or “I was able to do some follow-up based on our previous conversation, and I’ve found the answer to your question about our refund policy. If you’d like to continue our conversation, please say ‘yes’.”

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