You wrote a simple message, sent it for approval, and Meta said no. It happens to everyone. The good news is that most rejections come from a handful of small mistakes, and each one takes a minute to fix.
First, find out why
Open Business Support Home in your Meta Business account, pick the WhatsApp account, and open the rejected templates list. Meta shows the policy issue next to each one. Fix that, then resubmit.
1. Wrong category
Meta checks the category before the words. A discount or offer sent as a Utility template is rejected, because offers are Marketing. Order updates, reminders and alerts are Utility. One-time codes are Authentication. Pick the category that matches what the message actually does.
2. Short links
Links from bit.ly and similar shorteners are not allowed. Use the full web address instead. If the link is long, put it in a button rather than in the text.
3. Blank spaces used wrongly
The blanks in a template are written as {{1}}, {{2}} and so on. Three rules matter:
- Do not start or end the message with a blank.
- Number them in order, with none missing.
- Give a sample value for each one when you submit.
4. Spelling and grammar
Careless spelling gets templates rejected. Read it once before submitting, and keep the language simple.
5. The message reads like a cold message
A template that sounds like it is going to strangers who never gave you their number is a policy problem. Write for a customer who knows you, and add an opt-out line in marketing templates.
6. Threatening or aggressive wording
Payment reminders are allowed. Threats are not. "Your invoice is due on 5 October" is fine. Warnings about legal action are not.
7. It is a copy of an existing template
If the same text already exists in your account, the new one is rejected as a duplicate. Change the wording or edit the original.
8. Asking for sensitive details
Do not ask for card numbers, full bank details, OTPs from another service, or identity numbers in a template. Ask the customer to use your secure page instead.
A template that usually passes
"Hi {{1}}, your order {{2}} has been dispatched. Track it here: [link button]. Reply here if you need help. — [Your business name]"
It is Utility, it has no short link, the blanks are in order and the business is named.
Getting help
At Instacode.in we write and submit your first templates as part of going live, at no extra charge. Read how to get the WhatsApp Business API or see pricing, which starts at ₹790 a month.
Sources: Meta WhatsApp Business Policy and provider help centres (Clickatell, Wati, Brevo), 2026.
FAQs
Where do I see why my WhatsApp template was rejected?
In Business Support Home inside your Meta Business account. Open the WhatsApp account, view rejected templates, and Meta shows the policy issue for each one.
Can I use a short link in a WhatsApp template?
No. Link shorteners are not allowed. Use the full web address, or put the link in a button.
Why does category matter so much?
Meta checks the category first. An offer submitted as Utility is rejected because offers are Marketing. Order updates and reminders are Utility, and one-time codes are Authentication.
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