How WhatsApp message templates get approved — and why they get rejected

Every business-initiated WhatsApp message outside the 24-hour service window has to use a pre-approved template. Getting those templates approved quickly is the difference between launching a campaign today and waiting on a re-submission. Here is what Meta actually checks.

Pick the right category

Templates fall into three categories, and choosing the wrong one is the most common reason for rejection or re-categorisation:

• Marketing — promotions, offers, launches, re-engagement. Anything that sells.
• Utility — transactional updates tied to an existing order or account: shipping, receipts, appointment reminders.
• Authentication — one-time passcodes only, with the specific OTP button and copy rules.

If you put a discount code in a “utility” order update, Meta will re-classify it as marketing. Match the category to the intent honestly.

Variables need examples

Placeholders like {{1}} must be numbered consecutively from 1, and can never sit at the very start or end of the body text. When you submit, you must include a realistic sample value for every variable so the reviewer can see the message in context. Vague or empty samples are a frequent rejection cause.

Buttons follow strict rules

A template can carry up to 10 buttons, but the mix matters: up to 10 quick replies, 2 URL buttons, 1 phone-number button and 1 copy-code button. Quick-reply and action buttons can be combined, but each group must stay together — you cannot interleave them. Peak enforces these rules in the editor before you submit, so a non-compliant combination never reaches Meta.

Avoid the small stuff that gets you rejected

• No spelling or grammar errors — reviewers do read them.
• No emojis or line breaks in the footer.
• Don’t threaten, mislead, or over-promise.
• Keep formatting clean; broken variables or stray brackets fail instantly.

Write the template as the customer will read it, match the category to the purpose, and give the reviewer complete examples. Do that and most templates clear review within minutes.