Template rejected
Why Meta rejects message templates, what each rejection reason means, and how to edit and submit the template again.
Meta reviews every message template before you can send it. If Meta rejects one, IconEngage shows why, and you can edit the wording and submit it again. A rejection doesn't count against your account.
Find the reason
- Go to WhatsApp › Message templates.
- Open the template marked Rejected.
- Read the panel Meta rejected this template. It explains the reason in plain words.
- For support, open What Meta answered to see the reason code Meta gave.
Rejection reasons and how to fix them
| What IconEngage says | How to fix it |
|---|---|
| The category does not match the wording. Promotional wording in a utility template is the usual cause. | Remove the promotional wording, or create the template in the Marketing category instead. |
| A utility or authentication template cannot carry promotional wording. | Remove offers, discounts and calls to buy. Put promotions in a marketing template. |
| The wording does not match the category this template was submitted under. | Make the wording fit the category, or choose the category that fits. |
| Meta will not accept the format. A variable at the very start or the very end of the message, or two variables side by side, is the usual cause. | Add words before the first variable and after the last, and put words between variables. |
| Meta found the wording abusive or misleading. | Rewrite the message plainly and accurately. |
| Meta flagged the wording as a scam pattern. | Remove anything that looks like a scam pattern, such as urgent requests for money or personal details. |
| Meta rejected the template without giving a reason. | Check the wording against the points above, then submit again. |
| Meta rejected the template for a reason this version of IconEngage does not recognise yet. | Contact support. Support can see the reason Meta gave. |
For more about categories, see Template categories and approval.
Edit and submit again
Note: Only Owners, Admins and Marketing Managers can edit and submit templates.
- Go to WhatsApp › Message templates and open the rejected template.
- Change the wording, and the example values if needed.
- Click Save draft.
- Click Submit to Meta, check the summary, and confirm with Submit to Meta.
The status changes to In review. "Meta usually answers within minutes, sometimes after a day. The status updates on its own." You can't edit a template while it's in review.
Refusals before Meta sees the template
Some problems stop a submission before anything is sent to Meta. Fix them, save the draft, and submit again.
| Message | What to do |
|---|---|
| … has no example value. Meta refuses a submission without one. | Add an example value for each variable, then save the draft. See Template variables and buttons. |
| The wording and the example values disagree. | Make sure there's one example value for each variable in the wording. |
| Variables have to be numbered — {{1}}, {{2}} — in this version. | Replace named placeholders with numbered ones. |
| Save your changes before submitting. | Click Save draft first. Submitting sends what's already saved. |
| A template with this name already exists in this language. | Choose another name, or edit the existing template. |
| Meta is throttling template submissions. | Wait a little, then submit again. |
| Meta would refuse this template, with a list of fields | Fix each field listed. Clicking an item takes you to it. |
Rejected, paused and disabled are different
| Status | What happened | What to do |
|---|---|---|
| Rejected | Meta didn't approve the wording. | Edit it and submit again. |
| Paused by Meta | Meta paused an approved template over message quality. Every send through it fails until Meta lifts the pause. | Wait, or use another template. Resubmitting doesn't help. |
| Disabled by Meta | Meta disabled the template over message quality. It won't come back. | Write a new template. |
Quality problems can also affect your number. See Quality and messaging limits.
Still need help?
Write to us at [email protected] and tell us what you were trying to do. Already a customer? Sign in to IconEngage — the same articles are under Help in the app.