Guidelines

Overview

WhatsApp templates must follow Meta guidelines to ensure messages are clear, relevant, and compliant, improving approval and user experience.

General Guidelines

• Use clear, simple, and meaningful content

• Maintain proper grammar and spelling

• Avoid spam-like or misleading messages

• Ensure content matches the selected category (Utility, Marketing, Authentication)

Content Rules

• Messages should provide value to users

• Avoid Offensive or irrelevant content

• Marketing templates must follow WhatsApp Commerce Policy

Variable Guidelines

• Use format: {{1}}, {{2}}

• Variables must be clear and meaningful

• Avoid incorrect or excessive variable usage

Formatting Guidelines

• Avoid Unnecessary line breaks, tabs, or extra spaces

• Keep proper sentence structure

• Limit excessive emojis or symbols

URL & Language Rules

• Use valid, complete URLs (avoid short links)

• Ensure language matches content

• Provide proper translations for multi-language templates

Category & Compliance

• Select the correct category

• Do not mix Utility and Marketing (will become Marketing)

• Follow WhatsApp Business & Commerce policies

• Avoid restricted or sensitive content

Common Rejection Reasons

Wrong category Poor formatting or grammar Variable misuse Spam-like or unclear content