Why a template was rejected

Rejection is normal. Most businesses have one rejected before they have five approved, and there is no penalty for resubmitting.

But change something real between attempts. Resubmitting the same text gets the same answer, a day later.

1. It reads like an advertisement

The most common reason by far.

What Meta objects to:

• CAPITALS for emphasis
• Multiple exclamation marks
• "FREE", "LIMITED TIME", "ACT NOW", "HURRY"
• Manufactured urgency
• Heavy emoji

Fix: write it as you would to one customer, not to a crowd.

Rejected:  🔥🔥 HUGE SALE!!! 50% OFF EVERYTHING!!! HURRY LIMITED TIME!!! 🔥🔥

Approved:  Hi {{1}}, our seasonal sale starts today. Everything in store
           is 50% off until Sunday. Reply STOP to opt out.

Same offer. One is a shout, the other is a message.

2. Wrong category

A promotional message submitted as Utility.

Utility means something the customer already did — an order update, a reminder, a receipt. If the message carries an offer, or tells them about something they did not ask for, it is Marketing.

Choosing Utility does not make it cheaper. Meta re-categorises templates it disagrees with, and often rejects them instead.

3. Sample values that say nothing

Every variable needs a sample value, and Meta reads them to understand what the template does.

Rejected:  {{1}} = "xxx", {{2}} = "test", {{3}} = "abc"

Approved:  {{1}} = "Priya", {{2}} = "#10482", {{3}} = "Friday"

Real samples also catch your own mistakes — a template whose samples read sensibly usually reads sensibly to the customer too.

4. The language does not match

Hindi text submitted as en_US, or Hinglish submitted as hi.

Set the language to what the text actually is. For Hinglish, en is usually closer than hi.

5. A URL Meta cannot verify

• Link shorteners (bit.ly and similar) are frequently refused
• A domain with no visible connection to your business
• A URL that does not resolve

Fix: use your own domain, and make sure the page exists before submitting.

6. Asking for sensitive information

Card numbers, CVVs, passwords, OTPs the customer sends to you, government ID numbers.

Meta rejects these outright, and it is right to — it is exactly what a phishing message looks like.

Fix: send a link to a secure page instead of asking for the data in chat.

7. Variables placed badly

Three rules:

• Variables cannot touch: {{1}}{{2}} is rejected
• The body cannot start with a variable
• The body cannot end with a variable

Rejected:  {{1}}, your order is ready
Approved:  Hi {{1}}, your order is ready

8. Empty or near-empty content

A body that is almost entirely variables gives Meta nothing to review. There must be enough fixed text to show what the message is.

9. It looks like a different business

The template mentions a brand, a company name or a service that is not yours. Meta checks this against your verified business name.

This also catches ready-made templates used as-is — the example business details in the template library are placeholders. Replace them before submitting.

Authentication templates

These are rejected much less often, because Meta writes the body itself:

{{1}} is your verification code.

You cannot change the wording, add a header or footer, or add your own buttons. If an authentication template is rejected, it is almost always because the content should not have been authentication at all — this category is for one-time passcodes only.

After the fix

Edit and resubmit. Usually a decision within minutes.

There is no queue position to lose and no limit on attempts. But repeated rejections of the same kind do affect your account standing with Meta, so treat the third rejection as a sign to change approach, not wording.

A template that was approved and is now paused

Different problem. Meta paused it after approval because recipients blocked or reported it.

Do not resubmit the same text. Ask why people reacted badly:

• Sent too often?
• Sent to people who never asked to hear from you?
• Did the message deliver what its opening line promised?

A template paused twice usually ends up disabled. See Templates.

Related

• Your first template — creating one
• Templates — kinds, limits and statuses
• Messaging limits and quality — what pauses are warning you about