Reference
WhatsApp template rejected: every rejection reason explained
Meta returns a single upper-case token and nothing else — INVALID_FORMAT,
TAG_CONTENT_MISMATCH, SCAM. Here is what each one actually means and what
to change before you resubmit.
The pre-submission checklist
Most rejections are one of these, and all of them are checkable before you submit.
- A variable cannot open or close the body. Put a word before
{{1}}and after the last variable. - Two variables cannot sit next to each other. Separate them with text.
- Variables are numbered from 1, in order, with no gaps.
- Every variable has a sample value filled in.
- No tabs, no four-or-more consecutive spaces, no line breaks inside a variable's value.
- Body at most 1024 characters; header and footer at most 60 each.
- The category matches the content: anything that promotes, offers or invites is Marketing.
- Links point at a domain you control. Shorteners are frequently rejected.
Rejection reasons
ABUSIVE_CONTENT
Abusive or threatening content
Meta read the template as harassing, threatening, or shaming the recipient. Debt-collection wording, warnings about consequences, and urgency built on fear all land here — even when the underlying message is legitimate.
What to change
- Remove any wording that implies a penalty, a threat, or public exposure.
- State the fact and the option ("your invoice is overdue — pay here") instead of the consequence ("we will report you").
- Drop capital-letter shouting and exclamation stacks.
INCORRECT_CATEGORY
Wrong category
The content does not match the category you submitted it under. The most common case is a promotion submitted as Utility to get the cheaper rate — Meta re-categorises it and rejects.
What to change
- Anything that promotes, offers, upsells, or invites is Marketing.
- Utility is only for a message about a transaction the customer already made: an order update, an appointment, a receipt, a delivery.
- Authentication is only for a one-time code, with no marketing text and no extra content.
INVALID_FORMAT
Formatting problem
The template breaks one of Meta's formatting rules. This is by far the most common rejection, and it is almost never about the meaning of the text.
What to change
- A variable cannot open or close the message — put a word before {{1}} and after the last variable.
- Two variables cannot sit next to each other ({{1}} {{2}}) — separate them with text.
- Variables must be numbered from 1, in order, with no gaps.
- Every variable needs a sample value filled in before submitting.
- No new lines, tabs, or four-or-more consecutive spaces anywhere.
- Fix spelling and grammar — Meta rejects sloppy text under this reason too.
INVALID_TEMPLATE_NAME
Template name not allowed
The template name must be lowercase, use only letters, numbers and underscores, and be at most 512 characters.
What to change
- Rename to lowercase with underscores, e.g. order_shipped_ro.
- Remove spaces, accents, and punctuation from the name.
PROMOTIONAL
Promotional content in a non-marketing template
Promotional wording was found in a template submitted as Utility or Authentication.
What to change
- Resubmit as Marketing, or remove the offer, discount, invitation and call-to-action.
- Utility templates may reference the transaction only — no "check out our new range".
SCAM
Looks like a scam
The template resembles a phishing or fraud pattern: unexpected prizes, account-security scares, payment links with urgency, or impersonation of a bank or delivery company.
What to change
- Remove prize, lottery, and "you have won" wording.
- Remove urgency around money or account access ("act within 24 hours or your account is closed").
- Identify your business by name in the body, so the message is clearly from you.
- Do not put a bare payment link behind a variable.
TAG_CONTENT_MISMATCH
Content does not match the tag
The older name for a category mismatch: the message body does not match the template type or the header/button structure you declared.
What to change
- Align category, header and buttons with what the body actually says.
- If the body sells something, the category is Marketing.
INVALID_URL
Invalid URL
A link in the body or a button URL is malformed, unreachable, or uses a shortener Meta does not accept.
What to change
- Use full https:// URLs on a domain you control.
- Avoid bit.ly and similar shorteners — use your own domain or a branded short link.
- Make sure the destination loads publicly, without a login.
NONE
No reason supplied
Meta rejected the template without giving a machine-readable reason. In practice this is nearly always a formatting problem or a category mismatch.
What to change
- Work through the formatting checklist: no leading/trailing variables, no adjacent variables, samples filled in, no double spaces or line breaks inside variables.
- Check the category matches the intent of the message.
- If it keeps happening, submit a simpler version first and add components once it is approved.
After a rejection
- A rejected template can be edited and resubmitted. There is no penalty for a rejection, but repeated rejections on the same account attract review.
- A paused template is different: Meta paused it because recipients blocked or reported messages sent with it. It resumes after a cool-down, and a second pause disables it for good. Change the wording rather than waiting it out.
- Approval usually takes minutes, but Meta allows itself up to 24 hours. A template stuck in review for longer is worth resubmitting under a new name.
Frequently asked questions
- What does the WhatsApp template rejection reason ABUSIVE_CONTENT mean?
- Meta read the template as harassing, threatening, or shaming the recipient. Debt-collection wording, warnings about consequences, and urgency built on fear all land here — even when the underlying message is legitimate. Remove any wording that implies a penalty, a threat, or public exposure. State the fact and the option ("your invoice is overdue — pay here") instead of the consequence ("we will report you"). Drop capital-letter shouting and exclamation stacks.
- What does the WhatsApp template rejection reason INCORRECT_CATEGORY mean?
- The content does not match the category you submitted it under. The most common case is a promotion submitted as Utility to get the cheaper rate — Meta re-categorises it and rejects. Anything that promotes, offers, upsells, or invites is Marketing. Utility is only for a message about a transaction the customer already made: an order update, an appointment, a receipt, a delivery. Authentication is only for a one-time code, with no marketing text and no extra content.
- What does the WhatsApp template rejection reason INVALID_FORMAT mean?
- The template breaks one of Meta's formatting rules. This is by far the most common rejection, and it is almost never about the meaning of the text. A variable cannot open or close the message — put a word before {{1}} and after the last variable. Two variables cannot sit next to each other ({{1}} {{2}}) — separate them with text. Variables must be numbered from 1, in order, with no gaps. Every variable needs a sample value filled in before submitting. No new lines, tabs, or four-or-more consecutive spaces anywhere. Fix spelling and grammar — Meta rejects sloppy text under this reason too.
- What does the WhatsApp template rejection reason INVALID_TEMPLATE_NAME mean?
- The template name must be lowercase, use only letters, numbers and underscores, and be at most 512 characters. Rename to lowercase with underscores, e.g. order_shipped_ro. Remove spaces, accents, and punctuation from the name.
- What does the WhatsApp template rejection reason PROMOTIONAL mean?
- Promotional wording was found in a template submitted as Utility or Authentication. Resubmit as Marketing, or remove the offer, discount, invitation and call-to-action. Utility templates may reference the transaction only — no "check out our new range".
- What does the WhatsApp template rejection reason SCAM mean?
- The template resembles a phishing or fraud pattern: unexpected prizes, account-security scares, payment links with urgency, or impersonation of a bank or delivery company. Remove prize, lottery, and "you have won" wording. Remove urgency around money or account access ("act within 24 hours or your account is closed"). Identify your business by name in the body, so the message is clearly from you. Do not put a bare payment link behind a variable.
- What does the WhatsApp template rejection reason TAG_CONTENT_MISMATCH mean?
- The older name for a category mismatch: the message body does not match the template type or the header/button structure you declared. Align category, header and buttons with what the body actually says. If the body sells something, the category is Marketing.
- What does the WhatsApp template rejection reason INVALID_URL mean?
- A link in the body or a button URL is malformed, unreachable, or uses a shortener Meta does not accept. Use full https:// URLs on a domain you control. Avoid bit.ly and similar shorteners — use your own domain or a branded short link. Make sure the destination loads publicly, without a login.
- What does the WhatsApp template rejection reason NONE mean?
- Meta rejected the template without giving a machine-readable reason. In practice this is nearly always a formatting problem or a category mismatch. Work through the formatting checklist: no leading/trailing variables, no adjacent variables, samples filled in, no double spaces or line breaks inside variables. Check the category matches the intent of the message. If it keeps happening, submit a simpler version first and add components once it is approved.
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