Message templates give WhatsApp control over the type of content sent to its users. As such, they have many restrictions around the types of content that are allowed on the platform. Abusing the platform or ignoring WhatsApp's rules may lead to a phone number — or even your WhatsApp Business Account — becoming banned from the platform.

Caution is essential to avoid account restrictions.

The following list covers common reasons a message template may be rejected. Although unlikely, an approved message template may be revised and rejected if WhatsApp determines it no longer follows the guidelines.

These message template types are most likely to be rejected:

The message template contains content that violates WhatsApp's Business Policy

• Do not request sensitive identifiers from users. This includes asking people to share full credit card numbers, financial account numbers, National Identification numbers, or other similar information, either as plain text or in the form of attachments that contain this information.
• Do not send a survey or poll to collect data from users. You may only send a survey to collect information about an experience the customer had with your business (and even these message templates are often rejected).
• Do not send messages that are non-transactional. This means that you should only send messages for which you expect a reply.

The message template contains potentially abusive or threatening content

• Do not send messages that threaten customers with a legal course of action
• A single message template can have a maximum of 1 phone number and 2 URL call-to-action buttons each.

The message template is formatted incorrectly

• Do not submit message templates with spelling or grammar errors. If Facebook approves a message template with spelling or grammatical errors, you have 24 hours to modify the message template.

• The message template is a duplicate of an existing message template. A submitted message template is rejected if its body and footer match an existing template. A rejection notification appears in Account Quality on WhatsApp Manager and is sent via email.

  The Account Quality notification shows the name and language of the existing template with matching content. You edit the message template and resubmit. This check does not apply to OTP message templates.

WhatsApp Message Template Media Files Policy

Possible reasons why an image might be rejected when used in WhatsApp Message Templates include:

• Offensive Content: Images containing violence, hate, harassment, or content promoting illegal activities.
• Copyright Infringement: Using copyrighted images without proper authorization.
• Deceptive or Fraudulent Content: Images intended to mislead or deceive, such as fake images posing as official content.
• Sexually Explicit Content: WhatsApp prohibits the use of explicit or inappropriate images in certain contexts.
• Cultural or Religious Inappropriateness: Images that may be considered offensive due to cultural or religious reasons.