How to avoid WhatsApp Template Rejection?

Modified on Wed, 16 Oct at 2:12 AM

Key Strategies to Prevent WhatsApp Message Template Rejections with KwikChat

Utilizing WhatsApp for customer communication can be incredibly effective, especially when leveraging the WhatsApp Business API. This tool allows businesses to automate interactions and engage customers meaningfully. However, before you can start sending messages, it’s essential to create and submit message templates for approval. Here are some strategies to help ensure your templates get approved and serve their purpose effectively.

Understanding WhatsApp Message Templates

WhatsApp message templates are pre-approved messages that businesses can use for various purposes, including marketing, utility notifications, and authentication messages. These templates are crucial for nurturing leads and enhancing customer interactions. With a verified WhatsApp Business Manager account, you can create up to 6,000 templates, while unverified accounts are limited to 250.

The Template Approval Process

Once you draft your template using the Business Management API or WhatsApp Business Manager, it must be submitted for approval. The review process typically takes up to 24 hours, during which your template can have several statuses:

In Review: The template is currently under evaluation.
Rejected: The template does not meet WhatsApp’s guidelines.
Active - Quality Pending: The template has been approved but is awaiting customer feedback.
Active - High Quality: The template has received positive feedback from users.
Active - Medium/Low Quality: The template has garnered negative feedback; monitor its performance closely.
Paused/Disabled: The template cannot be sent due to ongoing negative feedback.

Once approved, templates move to the ‘Active - Quality Pending’ status. If a template consistently receives poor feedback, its status may change, and it will not be available for sending until it is reactivated.

Pacing and Quality Ratings

WhatsApp implements a pacing system to collect early feedback on new message templates. This mechanism helps identify poorly received messages before they reach a wider audience. During this phase, messages are sent to a limited number of customers. If initial responses are favourable, the template will be distributed more broadly; if not, it will be paused for further adjustments.

Reasons for Template Rejections

Templates may face rejection for various reasons:

Incomplete or incorrect variable parameters.
Templates starting or ending with a variable.
Special characters included in variable parameters.
Spelling or grammatical mistakes.
Non-compliance with WhatsApp’s Commerce or Business Policies.

If your message template has been rejected, it might be due to one of the following issues:

Missing or Incorrect Variable Parameters
Variable parameters are crucial and must be enclosed in double curly braces (e.g., {{1}}). Ensure they are consistently formatted throughout the template.
Incorrect Placement of Variables
Templates should not start or end with a variable (e.g., {{1}} thanks!), as this can disrupt the intended message flow.
Non-Sequential Variables
Ensure that variable parameters follow a logical sequence. For example, if you have defined {{1}}, {{2}}, {{4}}, and {{5}}, you must also include {{3}}.
Adjacent Variable Parameters
Avoid placing variable parameters next to each other without text in between (e.g., {{1}} {{2}}), as this can create confusion.
Special Characters in Variables
Variable parameters should not include special characters such as #, $, or %.
Unclear Template Purpose
Each template must have a clear purpose, with variable parameters defined for specific roles. Ambiguous templates may be rejected, so providing a sample can help clarify their intent during submission.
Spelling and Grammar Mistakes
Messages containing typos or grammatical errors may be flagged as spam, so it’s essential to proofread your templates thoroughly.
Language Discrepancies
The language specified in the template should match the content. Submitting a template in the wrong language can lead to rejection.
Improper Format for API Testing
When testing your API connection, ensure you use the correct format, including a template name (e.g., “test”) and content (e.g., “Hello {{1}}”).
Use of Shortened URLs
Avoid using shortened links, as they obscure the destination and may raise concerns about security.
Inappropriate URL Domains
The URL domain in your links must correspond to your business; unrelated domains can result in rejection.
Excessive New Line Characters
Limit the use of new line characters (\n) to no more than two consecutive instances within the template body.
Text Headers with Special Characters
Text headers should not include emojis, asterisks, formatting markup, or newline characters (\n).
Missing Media Sample
If your template includes media headers (such as images or videos), remember to provide a sample during submission.
Direct Links to WhatsApp
The call-to-action button URL should not link directly to WhatsApp (e.g., https://wa.me/19541466690).
Abusive or Threatening Language
Any content that includes threats or abusive language is strictly prohibited.
Duplicate Content
Templates that are identical to existing ones will be rejected. You can edit and resubmit them after receiving a rejection notification.
Policy Violations
- Templates containing content that breaches WhatsApp’s Commerce Policy, especially regarding sales transactions, will be rejected.
- Templates requesting sensitive identifiers or documents from users that may contain private information will also face rejection. Adhering to WhatsApp’s Business Policy is crucial for approval.

Effective Practices to Avoid Rejections

To ensure your WhatsApp marketing efforts proceed without delays caused by rejected templates, consider these effective practices:

Secure Customer Consent

Always obtain explicit consent from customers before sending them messages. Clearly explain the purpose of your communication and provide an easy option for them to opt out.

Control Messaging Frequency

Avoid bombarding customers with excessive messages. Engage them thoughtfully and only when the communication adds value.

Personalise Engagement Campaigns

Tailor your messaging based on customer preferences and their position in the buyer journey. Relevant content increases engagement rates and improves quality ratings.

Familiarise Yourself with WhatsApp Policies

Understanding WhatsApp’s Business and Commerce policies is crucial for quick approvals and successful campaigns. Compliance ensures that your messaging aligns with platform standards.By implementing these strategies, you can significantly increase the likelihood of your WhatsApp message templates being approved while effectively engaging your audience through personalised communication methods.