Getting templates approved
Any WhatsApp message sent outside an active 24-hour conversation — order updates, delivery notices, broadcasts — must use a template Meta has approved in advance. This guide explains how template review works, the most common reasons a template gets rejected, and how to write one that passes the first time.
Updated
A WhatsApp template is pre-written message text with optional variable placeholders, submitted to Meta for review before it can be sent. Once approved, a template can be reused (with its variables filled in) any time you need to message outside an open 24-hour conversation window, or for any Marketing message.
The three categories
- Utility — order and account updates tied to a specific transaction the customer already started (confirmation, delivery status, appointment reminder).
- Marketing — promotions, announcements, and anything inviting a purchase or response that isn’t a direct continuation of an existing transaction.
- Authentication — one-time passcodes and verification codes, using Meta’s standard authentication template format.
Picking the wrong category for your content is the single most common cause of rejection — a promotional line inside a template submitted as Utility will usually be rejected or recategorised.
Common rejection reasons
- Vague content. “Your order is on the way” with no variable for order number or tracking reads as generic and can be flagged.
- Marketing language in a Utility template. Phrases like “don’t miss out” or “limited time” belong in Marketing, not Utility.
- Formatting that looks like spam. ALL CAPS, excessive emoji, or exclamation marks.
- Missing required elements for Authentication templates. These follow a stricter, more limited format than Utility or Marketing.
Writing a template that gets approved
- State the category honestly and match the content to it.
- Keep the message factual and specific; use variables (
{{1}},{{2}}) for order numbers, dates, and amounts. - Avoid promotional language in Utility and Authentication templates.
- Keep a consistent, professional tone — this also helps your WhatsApp quality rating over time.
If you’d rather not write them yourself
Quick Setup includes 5 approved starter templates, and Setup Commerce includes 10 order-specific templates written and submitted on your behalf. See Services for details.
Talk to an expert
Huy Nguyen (David), Founder & CEO
Ask David a question about getting whatsapp templates approved.
Frequently asked questions
How long does template approval take?
Often within minutes to a few hours, though it can take longer. Submitting a clear, policy-compliant template on the first attempt is the biggest factor in speed.
Can I edit an approved template later?
No — editing the text of an approved template creates a new template that needs its own approval. Plan variable placeholders ({{1}}, {{2}}) for the parts that change, rather than editing the template each time.
Why was my template rejected?
The most common reasons are vague or missing context for the message category, formatting that looks like spam (excessive capitalisation or emoji), and marketing language submitted under the Utility category.
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