Paste a WhatsApp message template and see what Meta is likely to reject before you submit it: badly placed variables, character limits, header rules and a missing opt-out. Nothing leaves your browser.
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Paste your template’s body and the problems Meta is likely to reject appear here. Nothing you paste leaves your browser.
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Quick answer
Updated 30 Oct 2026
Meta’s template review lists the usual reasons: variables with missing braces, special characters or gaps in numbering, too many variables for the message length, and a body that starts or ends with a variable. It also rejects content that breaks WhatsApp’s policies, requests for full card, account or ID numbers, abusive content and text over the character limits. A template in the wrong category can be rejected too.
How to pass review
Step 01
Check the rules
Paste the template here before you submit it. Fix every red item first: each one matches a reason Meta gives for rejecting templates.
Step 02
Add sample values
Meta needs an example value for every variable when you submit, such as a realistic name or order number, so reviewers can read the message as customers will.
Step 03
Pick the right category
Marketing, utility or authentication. Meta can reject a template when it disagrees with the category you chose, so file promotions as marketing.
Meta’s limits
Body: 1,024 characters
The only required part. It supports *bold*, _italic_ and ~strikethrough~, and numbered or named variables.
Header and footer: 60
A text header can hold one variable and no Markdown characters. The footer is plain text with no variables.
Buttons: 25 characters
Up to 10 buttons in total, including at most 2 website buttons and 1 phone button. Templates with 4 or more buttons can’t be viewed on WhatsApp desktop.
Name: 512 characters
Lowercase letters, numbers and underscores only, such as order_shipped_v2. Customers never see it, but your team will.
Questions
Can a variable start or end my message?
No. Meta rejects templates whose body starts or ends with a variable. Put fixed text on both sides, such as “Hi {{1}},” at the start and a closing sentence at the end.
How many variables can I use?
Meta sets no fixed number, but it rejects templates with too many variables for the message length. Keep plenty of fixed wording around each one. A text header can have one variable.
Can I use named variables like {{first_name}}?
Yes. Named variables use lowercase letters and underscores. Use named or numbered variables in a template, not both, and number them from {{1}} with no gaps.
Does a marketing template need an opt-out?
Meta doesn’t require one for approval, but WhatsApp’s policy recommends clear opt-out instructions and requires you to honour every request. An opt-out button or “Reply STOP” line also means fewer blocks, which protects your quality rating.
Can a template ask for card or ID numbers?
Not in full. Meta rejects templates that ask for full payment card numbers, financial account numbers or national ID numbers. Asking for the last 4 digits is allowed.
If my template passes, will Meta approve it?
Not guaranteed. This checks the written rules. Meta’s reviewers also judge content against WhatsApp’s policies and check the category, and you need a sample value for every variable.
Keep reading
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FlowFlex runs on the official WhatsApp Business API, with broadcasts and a shared team inbox your whole team can answer from.
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