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How to write WhatsApp message templates that get approved the first time
Most template rejections come from the same handful of mistakes. Here's a checklist to avoid them, with examples of wording that works.
By the LeadForGrow team 6 min read
A message template is a pre-approved message you can send to start a conversation or to reach a customer after the 24-hour window. Meta reviews each one. Rejections cost you time, so it pays to get them right the first time.
Pick the right category
| Category | Use it for | Watch out for |
|---|---|---|
| Utility | Order updates, confirmations, reminders, account alerts | Promotional wording will get it reclassified or rejected |
| Marketing | Offers, launches, re-engagement | Needs an opt-in and clear value; expect opt-outs |
| Authentication | One-time passwords and verification codes | Fixed structure; don't add extra text |
The rejection checklist
- Provide real sample values for every variable. 'Test' or 'abc' is a common reason for rejection.
- Don't start or end with a variable. Wrap variables in real words.
- Don't use too many variables for a short message.
- Keep the tone honest. No threats, misleading claims or requests for sensitive data.
- Match the category to the content — a discount code is marketing, even in a friendly 'order update'.
- Use working links. Shorteners that hide the destination often get flagged.
Examples that tend to work
Utility — order update
Hi {{1}}, your order {{2}} has shipped and will reach you by {{3}}. Track it here: {{4}}
Utility — appointment reminder
Hi {{1}}, this is a reminder of your appointment on {{2}} at {{3}}. Reply 1 to confirm or 2 to reschedule.Notice how each message is specific, has a clear purpose and asks for a simple next step.
If a template is rejected
Read the reason, edit the wording and submit a new version. In the LeadForGrow template manager the rejection reason is shown next to the template so you can fix it quickly.
Approval decisions are Meta's. Following the checklist improves your odds but can't guarantee them.
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