Common causes of WhatsApp template rejection

Common Rejection Reasons

Submissions are often rejected for the following reasons, so make sure you avoid these errors:

Parameter formatting

• The template contains too many variable parameters, taking into account the length of the message. Reduce the number of parameters or increase the message length

• The template cannot end with a parameter

Violation of Content and Policies

• The template contains content that violates the WhatsApp Commerce Policy: When promoting goods or services, all messages and related content (including descriptions, prices, fees, taxes and/or legal obligations) are considered part of a transaction. These must comply with the WhatsApp Commerce Policy

• The template violates WhatsApp's Commerce Policy: Don't ask users for sensitive identifiers. For example, don't ask for full payment card numbers, bank accounts, national ID numbers or any other sensitive data. Nor should you request documents that may contain this information. It is permissible to only ask for parts of this data (e.g. the last 4 digits of the tax identification number)

• The content contains potentially abusive or threatening language, such as threatening the customer with legal action or exposing them publicly

Character Limits and Text Formatting

• The number of characters allowed in the body of the message varies depending on the format and category of the template. The use of emojis may also be limited

Duplication

• The template is identical to an existing one. If the message submitted has the same content in the body and footer as a previously approved template, it will be rejected for duplication

Updated on: 15/07/2025