Template rejection is the single most common thing that delays a launch. The review is partly automated and the feedback is terse, so it helps to know what reviewers are actually looking for.
The usual causes
- Category mismatch — a promotional message submitted as utility. If the message would make a customer feel marketed to, it is marketing. Submitting it as utility to save money gets it rejected or re-categorised.
- Variables at the very start or very end of the body, or two variables next to each other with no text between them. Reviewers cannot tell what will be substituted in.
- Placeholder content — leaving literal text like {{1}} unexplained, or sample values that do not match the variable's real use.
- Grammar and formatting problems, including excessive capitals and emoji.
- Content that is not allowed at all, which varies by industry and country.
Writing one that passes
- Pick the honest category first, then write to it.
- Wrap every variable in real words: "Hi {{1}}, your order {{2}} has shipped" rather than "{{1}} {{2}}".
- Provide realistic sample values when you submit.
- Keep one job per template. A template that both confirms an order and pitches a sale is a marketing template with extra steps.
Plan around the wait
Approval is usually quick but is not guaranteed to be, and a rejection means writing and resubmitting. Build the templates for a campaign well before the campaign, not the morning it goes out.