Why was my WhatsApp message template rejected?

In order for a business to initiate a WhatsApp conversation with a recipient, the business must send a message using a template that has been reviewed and approved by WhatsApp. Using either the Sinch Build Dashboard or the Provisioning API (once you get access), you can create WhatsApp message templates and submit them for approval. In order to help ensure that your message template is not rejected, review the tips below:

• Format the variable parameters correctly. Specifically, ensure that each variable parameter is opened and closed with two curly braces (for example, {{1}} is formatted correctly), and ensure that the parameter contains no special characters.
   
• Define the variable parameters sequentially. For example, a template will be rejected if variable parameters {{1}}, {{2}}, {{4}}, and {{5}} are defined, but {{3}} is not.
   
• Include examples in the sample field that correspond to your parameters.
   
• Format the content surrounding any variable parameters correctly. For example, make sure that any slashes (/) are in the appropriate location before adding a variable parameter to a dynamic URL.
   
• Ensure that the content of the message template adheres to the WhatsApp Commerce Policy and the WhatsApp Business Policy.
   
• Ensure that the template contains no abusive or threatening content.
   
• Make your template unique. If a message template is a duplicate of another message template, the duplicate will be rejected. Note that this does not apply to AUTHENTICATION templates.
   
• When naming your template, use only lower-case letters, numbers, and underscores. Also, make the template name as descriptive and unique as possible.
   
• Ensure that the language you select for the message template matches the content of your template. Also, do not include content in multiple languages in a single message template; only use the language selected for the template itself.
   
• Include content that matches the category of the message template. For example, if you are creating a UTILITY template, do not include MARKETING content. Similarly, if you are creating an AUTHENTICATION template, do not include UTILITY or MARKETING content.
   
• Ensure that any existing AUTHENTICATION templates conform to the current guidelines. On June 1, 2024, these guidelines became more restrictive. Note that previously-approved authentication templates that do not conform to the new guidelines will now be rejected. You will have to update those templates to conform to the new standards, or create new ones. 

These tips are drawn from WhatsApp's list of common rejection reasons, along with general best practices established by Sinch.

Learn more about the WhatsApp channel of the Sinch Conversation API