WhatsApp Template Issues

This guide helps you resolve common problems with WhatsApp message templates, from rejection during review to delivery failures when sending.

Template Not Approved

Issue: Your template is rejected by Meta during review.

Possible Causes:

1. Promotional content in a template submitted under the wrong category
2. Placeholder variables used incorrectly (e.g., starting or ending a message with a variable)
3. Missing sample values for variables
4. Content that violates WhatsApp Business policies

Solutions:

• Choose the correct category (Marketing, Utility, or Authentication) for your template
• Provide a clear sample value for every variable so Meta can review the full message
• Avoid placing variables at the very start or end of the message body
• Remove prohibited content, abusive language, or misleading claims
• Keep formatting clean and avoid excessive capitalization or special characters

Template Stuck in Pending

Issue: Your template stays in "Pending" status for a long time.

Solutions:

• Most templates are reviewed within minutes, but some can take up to 24 hours
• Avoid resubmitting the same template repeatedly, which can delay review
• Check your Facebook Business Manager for any account-level policy alerts

Template Fails to Send

Issue: An approved template returns an error when you try to send it.

Possible Causes:

1. The number of variables you supplied does not match the template
2. A variable value is empty or contains unsupported characters
3. The template was paused or disabled due to low quality ratings
4. You are outside the 24-hour window and the template is not approved for that use

Solutions:

• Confirm you pass exactly the variables the template expects, in the correct order
• Never send empty variable values; supply a fallback if data may be missing
• Check the template's quality rating in Business Manager and improve it if it is low
• Use an approved template (not a free-form message) when messaging outside the 24-hour window

Maintaining Template Quality

> Tip: WhatsApp assigns each template a quality rating based on how recipients react. Templates that are frequently blocked or reported can be paused automatically.

• Only send templates to customers who expect to hear from you
• Keep content relevant and avoid over-messaging
• Honor opt-out requests promptly

Still Having Issues?

If your template problems persist:

• Review the rejection reason shown in Facebook Business Manager
• Check our status page for system-wide issues
• Contact our support team with the template name, category, and the exact error you see