Notes and Policy

Follow these requirements to reduce the risk that WhatsApp rejects your message templates or restricts your WhatsApp Business Account.

Message templates are subject to WhatsApp controls over the content sent to users. Abusing the platform or failing to follow its rules can result in a phone number—or your WhatsApp Business Account—being banned.

Avoid template rejection

WhatsApp may reject a template for the reasons below. In some cases, WhatsApp may later revise its decision and reject a previously approved template if it no longer meets the guidelines.

Follow WhatsApp's Business Policy

• Do not ask users for sensitive identifiers, including full credit card numbers, financial account numbers, national identification numbers, or similar information. This restriction applies to both message text and attachments.
• Do not use surveys or polls to collect data. You may send a survey only to collect feedback about a customer's experience with your business; even these templates are often rejected.
• Do not send non-transactional messages. Send only messages for which you expect a reply.

Avoid abusive or threatening content

• Do not threaten customers with legal action.
• Include no more than one phone-number call-to-action button and two URL call-to-action buttons in a single template.

Format templates correctly

• Check spelling and grammar before you submit a template. If Facebook approves a template containing spelling or grammar errors, you have 24 hours to modify it.
• Do not submit a duplicate template. A submission is rejected when its body and footer match an existing template.

If WhatsApp rejects a duplicate, it displays a notification in Account Quality in WhatsApp Manager and sends an email. The notification identifies the existing template's name and language. Edit the template, then resubmit it. This duplicate-content check does not apply to OTP message templates.

WhatsApp message-template media policy

Avoid using images with the following characteristics in WhatsApp message templates:

• Offensive content: Violence, hate, harassment, or content that promotes illegal activities.
• Copyright infringement: Copyrighted images used without authorization.
• Deceptive or fraudulent content: Images intended to mislead or deceive, such as fake images presented as official content.
• Sexually explicit content: Explicit or inappropriate images in prohibited contexts.
• Culturally or religiously inappropriate content: Images that may be offensive in a cultural or religious context.