Why Meta rejects templates
Meta reviews every WhatsApp message template before it can be used. Rejection happens when the template violates their commerce or messaging policies. The most common reasons:
| Rejection reason | What it means |
|---|---|
| Content violation | Prohibited content (adult, gambling, weapons, drugs, etc.) |
| Category mismatch | Template content doesn't match selected category |
| Variable mismatch | Variables used but not defined, or defined but not used |
| Promotional in utility category | Promotional language in a utility/transactional template |
| Missing opt-out | Marketing templates must include opt-out language |
Reading rejection details
In DMHub, go to /settings/channels → your WhatsApp channel → Templates. Find the rejected template and click it — the rejection reason from Meta is shown in the details panel.
How to fix a rejected template
1. Content violation
Review the content against Meta's WhatsApp Business Policy. Common fixes:
- Remove superlatives ("best", "guaranteed", "risk-free")
- Remove misleading claims
- Remove urgency language that feels like pressure ("Act NOW or miss out forever")
2. Category mismatch
Templates fall into three categories:
- Marketing — promotional offers, announcements
- Utility — transaction confirmations, reminders
- Authentication — OTP codes, login verification
If your reminder message got categorized as Marketing (it looks promotional), rewrite it as purely informational. Example:
❌ "Your appointment is tomorrow! Book again and save 20%" ✅ "Reminder: Your appointment at [Business] is tomorrow at [time]."
3. Missing opt-out (marketing templates)
All marketing templates must include a way to opt out. Add a footer:
Not interested? Reply STOP to unsubscribe.4. Resubmit after editing
After fixing the template:
- Go to the template in DMHub → click Edit
- Make your changes
- Click Resubmit for approval
Meta typically reviews templates within 24 hours. Some templates are approved in minutes.
Escalating repeated rejections
If a template keeps getting rejected without a clear reason, contact Meta Business Support directly via your WhatsApp Business Manager. Include the template ID (shown in DMHub's template detail view).
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