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WhatsApp Template Rejection Checker
Paste your WhatsApp Business template and see what Meta is likely to reject before you submit it. It checks variables, character limits, short links and whether a Utility template reads like Marketing. Everything runs in your browser and nothing is saved.
Likely to be rejected
6 problems will stop approval, plus 1 risk to review.
NameTemplate name has characters Meta doesn't accept
Use only lowercase letters, numbers and underscores, e.g. order_update_v2.
BodyNumbered variables skip a number ({{1}}, {{3}})
Number them in order with no gaps: {{1}}, {{2}}.
BodyBody starts with a variable
Put fixed text first, e.g. "Hi {{1}}," instead of "{{1}}, …".
BodyBody ends with a variable
Add fixed text after the last variable, e.g. "… {{2}}. Reply STOP to opt out."
ButtonsButton text over 25 characters: "Shop our new summer collection"
Shorten every button label to 25 characters or fewer.
BodyUses a link shortener (bit.ly)
WhatsApp doesn't allow shortened URLs in templates. Use the full link on your own domain.
CategoryPromotional wording in a Utility template: "% off"
Meta moves Utility templates that read like promotion to Marketing, which costs more. Keep Utility to updates about something the user already did, and send offers as a separate Marketing template.
Red items break a rule Meta documents. Amber items are common reasons for rejection or a category change. Meta also checks content policy and duplicates, which no tool can confirm in advance.
Approved templates are step one. Pipeline is the goal.
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Variables
Badly formatted placeholders, #, $ or % inside braces, skipped numbers like {{1}} then {{3}}, mixed numbered and named variables, and a body that starts or ends with a variable.
Length limits
Header and footer up to 60 characters, body up to 1,024, button labels up to 25, up to 10 buttons and URLs up to 2,000 characters.
Links
Shortened links such as bit.ly or tinyurl, which WhatsApp doesn't allow in templates, and URL button variables that aren't at the end of the link.
Category risk
Offer and discount wording inside a Utility template, which is the most common reason Meta moves a template to the more expensive Marketing category.
Common questions
Why do WhatsApp templates get rejected?
Most rejections come from a few causes: badly formatted or out-of-order variables, a body that starts or ends with a variable, shortened links, going over a character limit, wording that breaks WhatsApp's Business or Commerce policy, or a template that duplicates the wording of one you already have. Meta shows the reason in WhatsApp Manager once a template is rejected.
Why did Meta change my Utility template to Marketing?
Utility templates are for updates about something the customer already did, like an order, payment or booking. If the message also promotes something, such as a discount code, an offer or a new product, Meta treats it as Marketing. Keep Utility messages purely transactional and send promotions as a separate Marketing template.
Can a WhatsApp template start or end with a variable?
No. The body should begin and end with fixed text. Write "Hi {{1}}, your order is ready" rather than "{{1}}, your order is ready", and add a short closing line after the last variable.
Are short links like bit.ly allowed in WhatsApp templates?
No. WhatsApp doesn't allow shortened URLs in templates. Use the full link on your own domain. For tracking links, put the changing part in a URL button variable at the very end of the link.
Does passing this checker guarantee approval?
No. The checker catches format and limit problems before you submit. Meta also reviews the content against its policies and checks for duplicates, which only Meta's review can confirm. Fixing everything flagged here removes the most common avoidable rejections.