WhatsApp Message Templates: Approval Rules and Winning Formats

Pick the correct category first

Category mismatch is the number one rejection cause. A discount code is marketing even if it sits inside an order update; an OTP is authentication and nothing else.

• Marketing — offers, launches, re-engagement, upsells
• Utility — order, shipping, payment, appointment, account updates
• Authentication — one-time passcodes only

Formatting rules that cause silent rejections

Templates fail review over mechanics more often than wording.

• No two variables next to each other, and never start or end with one
• Give sample values for every variable when submitting
• Avoid ALL CAPS shouting and excessive emojis or exclamation marks
• No URL shorteners that hide the destination domain
• Never promise something the message body does not deliver

Template formats that convert

Short, specific and one clear action. Lead with the benefit, name the product, add a deadline where honest, and finish with a single button — 'View offer', 'Track order' or 'Talk to us'.

Maintain quality after approval

Approved templates can still be paused if users block or report them. Rotate creative, retire tired templates and watch quality rating per template rather than per account only.