Template Message Guidelines

WhatsApp Template Message gives Businesses to reach out to their customers by sending them notifications on WhatsApp. To send these templates to users, we need to get them approved from WhatsApp. ​ In case your template messages are getting rejected, here are a few reasons why:

WhatsApp doesn't allow spamming and harmful content. So, these are two things on what Business cannot send a Template Message:

• No threatening content

• No data collection

WhatsApp Template Messages cannot contain threatening or abusive content. For example, Template Messages that threaten customers with legal action if they don't pay back their loans are not allowed.

Moreover, businesses can't collect data using WhatsApp Template Messages. Though you can certainly conduct polls and surveys, you can't ask for sensitive personal information such as credit card numbers through Template Messages.

In addition to the content constraints above, you need to comply with WhatsApp Template Message formatting rules.

Formatting rules you should know before creating a WhatsApp Template Message

• Proofread your content for spelling and grammar before submitting it for review. Messages with incorrect spelling or any grammatical errors may prompt customers to view these messages as spam.

• Make sure to use variable parameters (e.g., {{1}}, {{2}}, etc.) and that they have the correct number of curly brackets (i.e., there need to be 2 brackets on the left and 2 on the right of the variable)

• Make sure the parameters (e.g., {{1}}) contains some text with it For example: ✅ Correct Format: Hello {{1}} ​ ❌ Wrong Format: Hello {{1}} {{2}}

• Make sure the language selected matches the content of your message template

  • If you select Spanish as the message template language but the content is in English, your message template will be rejected

  • Ensure that your content is in one language. A mixture of languages such as "Hinglish" or "Spanglish" will not be approved ​

• If you’re going to submit a message template for testing your API connection, please ensure it’s in the correct format. Any other variation will be rejected

  • Message template name: test

  • Content: Hello {{1}} ​

• Refrain from using a URL shortener for your links (e.g., bit.ly, Tiny URL, or goo.gl) because they obscure the intended link destination

• The URL domain in your links should belong to your business.

• Refrain from using extra spaces at the end of your template or double spacing in between your content. Generally, this spacing results in the rejection of the message.​

• Refrain from adding double-line space between your texts.

• Avoid using Emoticons in Quick Reply Buttons.

• Phone Number as Call to Action: The Phone Number must be written along with the country code without the plus (+) sign. If the number is submitted without the country code, it violates the format and gets rejected by WhatsApp.

WhatsApp Content Policy

Lastly, all your content or transactions must comply with the WhatsApp Commerce Policy.