Incorrect formatting of the template
WhatsApp rejected the template due to improper formatting of the template. Possible reasons:
- spelling or grammatical errors;
- the chosen language of the template does not match the language of the template text;
- URL shortening service (bit.ly, tinyurl and goo.gl) was used for the link;
- the domain in the URL does not refer to your company;
- the content of the template does not correspond to the selected category.
WhatsApp finds the template offensive or threatening
WhatsApp may reject a template because it considers its content offensive or threatening. For example:
- the template contains a threat of legal action;
- the template promises to tell relatives or friends of the customer that he or she is not paying the loan.
A template can be rejected for this reason, even if there are no insults in it. To prevent this from happening:
- eliminate ambiguous words and phrases, and match them with synonyms. Look at the structure of the template and the order of the sentences — sometimes rearranging words can completely change the perception of the text.
- make sure that even the Meta neuronet, which is not aware of your business, will understand the meaning of the template. For example, if you mention your service in the template, do not write that the client is already familiar with it. It’s better to at least briefly describe its essence.
Meta suspected scam
Templates that Meta thinks are misleading will be rejected. If you understand that what is written is not entirely true, it is not worth sending for moderation.
If everything in the template is true, but the template is still rejected, the recommendations are as follows:
- eliminate ambiguous words and phrases, find synonyms for them. Look at the structure of the template and the order of sentences — sometimes rearranging the words can completely change the perception of the text.
- make sure that even the Meta neuronet, which is not aware of your business, will understand the meaning of the template. For example, if you mention your service in the template, do not write that the client is already familiar with it. It’s better to at least briefly describe its essence.
- get rid of understatements. The client and Meta shouldn’t have any suspicions that you’re not telling them something.
What other reasons might Meta reject a template
In some cases, Meta does not explain why a template was rejected. The reasons can be one of the following: the template is too salesy, violates the Trading Policy or WhatsApp Business policy.
The template was deemed too promotional
Meta allows you to notify customers about new promotions and do other marketing mailings — there’s a special “Marketing” category for such templates. But the template can still be considered too promotional and rejected.
If you didn’t agree on an advertising template, try changing it like this:
- add an unsubscribe button,
- make sure that the template does not contain a direct appeal to purchase, registration. For example, don’t write, “We have a 15% discount on all products — hurry up and buy something!” – it may sound too obtrusive. It would be better if you personalize the offer. For example: “There’s a 15% discount on products in your favorites — here’s a link to the products you like.”
The content of the template violates WhatsApp’s Commerce policy
WhatsApp may reject a template because its content violates the WhatsApp Commerce Policy. For example, you should not offer to buy wine, tobacco, or anything prohibited by the Trading Policy in templates.
The content of the template violates WhatsApp Business policy
WhatsApp rejected the template because the template content violates WhatsApp Business policy. For example, you can’t ask users for confidential data: bank card numbers, passport screenshots, and so on. You can ask for the last digits, but the whole number — you shouldn’t.
