Writing template messages that clear Meta review the first time, with examples.
Template rejection is the most common delay in getting a WhatsApp channel live, and the reasons are consistent enough to design around.
Category has to match content
Utility templates are for transactional updates the customer expects: order confirmations, delivery status, appointment reminders. Marketing templates are for promotions. Submitting a promotional message under a utility category is rejected, and repeated attempts affect your quality rating.
Write concretely, with placeholders that make sense
Templates fail when variables are stacked with no surrounding text, so a reviewer cannot tell what will be sent. Hi {{1}}, your order {{2}} will arrive on {{3}} is clear. {{1}} {{2}} {{3}} is not. Provide realistic sample values for every variable.
Avoid the obvious triggers
Excessive capitals, multiple exclamation marks, aggressive urgency, unclear abbreviations and anything resembling a financial or medical claim will be refused. So will asking for sensitive information such as passwords or full card details.
Keep a small library of approved templates and reuse them rather than submitting new ones per campaign. Approval time is the constraint you are managing.
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