My WhatsApp template was rejected
Why Meta rejects WhatsApp templates (INVALID_FORMAT, INCORRECT_CATEGORY, PROMOTIONAL, TAG_CONTENT_MISMATCH, ABUSIVE_CONTENT, SCAM), what to change for each, and how to resubmit or appeal.
Meta reviews every WhatsApp template before it can be sent and refuses the ones that break its rules. OmniBrand shows you why and takes you straight to what to change.
What to do first
- Open WhatsApp → Templates and press the template marked Rejected (set Status to Rejected to find them).
- Read the red box Meta rejected this template: Meta's reason in plain words, Meta's own words after Meta said: and Meta recommends: when Meta gave them, and Checks to look at first.
- Press Fix and resubmit. In the builder, the Fix and resubmit box marks each likely check Found in your template now or Not found now; press Show me to jump to the field. In Checks the same rules carry Meta's likely reason, often with a Fix button.
- Change the text, press Save changes and confirm. The template goes back to Meta and shows In review. Rejected templates can be edited as often as needed.
Meta names no field, so the marked checks are OmniBrand's best guess from Meta's reason. When nothing is found, read Meta's words and check the whole template against WhatsApp template rules.
Meta's reasons
- INVALID_FORMAT (the format is wrong): most often the variables. Two variables side by side ({{1}} {{2}}), a variable at the very start or end of the message, too many variables for a short message, or a variable without a sample value. Also a header with formatting, emoji or line breaks, or a button link that is not a full https address. Put words between variables, start and end with text, and give every variable a realistic sample.
- INCORRECT_CATEGORY (the category does not fit): a Utility template that promotes anything (offers, discounts, "shop now") is Marketing; a one-time code is Authentication. Choose the category that matches, or take the promotional words out of a Utility message.
- PROMOTIONAL: the text promotes something but was not submitted as Marketing. Change the category to Marketing, or remove the promotion.
- TAG_CONTENT_MISMATCH: the text does not match the category or the language you picked, for example Arabic text in a template set to English. Fix the category or the language (to change the language, press Duplicate or Add language and submit the copy).
- ABUSIVE_CONTENT: threatening or shaming words ("final warning", "legal action"), or products WhatsApp does not allow (alcohol, tobacco, gambling, dating, crypto, lending). Rewrite politely and remove the prohibited products: WhatsApp's Business and Commerce policies prohibit or restrict these in every country.
- SCAM: the message could be used to deceive, for example it asks for full card, account or ID numbers (the last 4 digits are fine) or uses a link shortener such as bit.ly. Use links on your own domain and never ask for full numbers.
- No reason given: check the whole template, especially the variables and the category.
When to appeal instead
If you are sure the template follows the rules, do not change it: press Appeal in WhatsApp Manager on the template page and ask for another review there. Meta answers within 24 hours; the status shows In appeal meanwhile. A category decision can be appealed within 60 days.
Good to know
- Meta usually reviews within minutes, at most 24 hours. OmniBrand updates the status by itself; Refresh from WhatsApp on the Templates tab checks now.
- The builder runs the same checks before anything reaches Meta, so most rejections today are about category and wording, not format.
- Only Owners, Admins and Editors (the Manage WhatsApp templates task) see Fix and resubmit.