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WhatsApp Cloud API Compliance

WhatsApp Template Approval & Compliance Center

Official guidelines, pre-submission checklist, quality rules, and an interactive template quality validator to help you design compliant Meta WhatsApp message templates.

Interactive Validator Approval Checklist WhatsApp Feature Page
Overview Checklist Risky Language Best Practices Quality Validator Categories Template Library Rejections & Fixes

1. Overview & Meta Review Process

WhatsApp Message Templates are pre-formatted messages required when initiating conversations with customers or responding outside the 24-hour customer care window. Every template must adhere to Meta’s Business Messaging Policy and Commerce Policy.

Automated AI Review

Meta utilizes automated machine learning models to check for syntax, restricted categories, and policy violations.

Review Timeline

Most templates are approved within 5 to 30 minutes, though complex submissions may take up to 24 hours.

Quality Scoring

After approval, Meta tracks recipient feedback (blocks, spam reports) to assign Green, Yellow, or Red ratings.

2. Pre-Submission Approval Checklist

Before submitting your template to Meta, verify all 7 compliance criteria:

1. Correct Category Selected: Marketing (promotions, offers), Utility (order updates, appointment reminders), or Authentication (OTPs). Mixing promotional text in a Utility template causes immediate rejection.
2. Sequential Variable Numbering: Variables must be formatted sequentially as {{1}}, {{2}}, {{3}} with double curly braces and no skipped numbers.
3. Realistic Sample Values Provided: Always supply realistic sample values (e.g. {{1}} = Priya, {{2}} = #ORD-5542) so reviewers understand your template context.
4. Contextual Variable Placement: Variables must not be placed at the very start or end of a message without surrounding text context (e.g., avoid Hi {{1}} as a whole message).
5. Clear Opt-Out Mechanism for Marketing: Marketing templates should include clear opt-out instructions, such as a quick-reply button "Stop Promotions" or footer note "Reply STOP to opt out".
6. Business Identification: Clearly identify your brand or company name in the template header or opening body sentence.
7. Clean Formatting & Correct Language: Ensure text matches the selected language code (e.g., en_US, hi_IN) with correct grammar, without excessive exclamation marks or all-caps text.

3. Risky Language & Trigger Categories

Review these categories to avoid rejection or quality score drops:

Policy-Restricted Industries & Content

Messages promoting alcohol, tobacco, gambling, adult products, prescription pharmaceuticals, weapons, or unauthorized financial schemes are strictly prohibited under Meta Commerce Policies.

Recommendation: Use alternative channels for restricted commerce categories.
Misleading Claims & False Guarantees

Phrases promising guaranteed investment returns ("100% guaranteed profit", "Make instant cash", "Win lottery jackpot") trigger automated spam filters.

Recommendation: Focus on factual product benefits and clear terms.
High-Pressure & Deceptive Urgency

Fake emergency alerts like "Your account will be suspended in 5 minutes" or "Immediate action mandatory to avoid penalties" lead to high customer block rates.

Recommendation: Use calm, informative notifications with clear support contact details.
Excessive Formatting & Clickbait

Sentences typed entirely in CAPITAL LETTERS, strings of exclamation marks ("BUY NOW NOW NOW!!!"), or suspicious link shorteners are frequently flagged.

Recommendation: Use standard title/sentence casing and direct, branded destination URLs.

4. Wording Best Practices

Recommended Phrasing
  • Personalized greeting: "Hello {{1}}, your appointment with {{2}} is confirmed for {{3}}."
  • Clear value & context: "Thank you for shopping with [Brand]. Your order {{1}} has shipped via {{2}}."
  • Transparent opt-out: "Reply STOP to unsubscribe from future promotional messages."
  • Actionable buttons: "Track Order", "View Invoice", "Reschedule Call".
Avoid These Patterns
  • Isolated floating variables: "Hi {{1}}, {{2}}." (Lacks surrounding context).
  • Generic click prompts: "Click this link now for surprise gift."
  • Misclassified promotions: Claiming an upsell discount is an "Account Utility" message.
  • Vague sender identification: Forgetting to state your business name.

5. Interactive Template Quality Validator & Live Preview

Type or paste your message template below. Our client-side validator inspects syntax, analyzes estimated risk, and renders a live WhatsApp preview.

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Use {{1}}, {{2}} for dynamic variables.
Comma-separated samples in order ({{1}}, {{2}}, etc.).
Compliance Diagnostic:
Estimated Risk: Low Risk
  • Variables are numbered sequentially.
  • Marketing opt-out instruction detected.
Your Business
Official Account

6. Template Categories Deep Dive

Category Purpose & Examples Key Guidelines
UTILITY Transaction & Order Updates:
Order confirmations, tracking updates, billing invoices, appointment reminders, account alerts. 		Must relate strictly to a specific transaction or user action. Cannot include discount codes or promotional upselling.
MARKETING Promotions & Announcements:
Seasonal sales, product recommendations, newsletters, feedback requests, re-engagement offers. 		Requires explicit prior opt-in. Must include clear opt-out wording or quick-reply button.
AUTHENTICATION Security & OTPs:
One-time passwords for account logins, two-factor authentication, password resets. 		Must use Meta’s preset authentication button format with expiration timers. No custom URLs.

7. Approved Template Library (Examples by Industry)

Reference these pre-tested, compliant template formats for your campaigns:

UTILITY • E-Commerce
Order Confirmation
Hello {{1}}, thank you for your order with {{2}}! Your order #{{3}} has been received and is being prepared. Total: {{4}}.
Variables: {{1}}=Name, {{2}}=Brand, {{3}}=Order ID, {{4}}=Amount
UTILITY • Appointments
Appointment Reminder
Hi {{1}}, this is a reminder for your upcoming consultation with {{2}} on {{3}} at {{4}}. Please arrive 10 minutes early.
Variables: {{1}}=Name, {{2}}=Dr/Specialist, {{3}}=Date, {{4}}=Time
MARKETING • Retail
Seasonal Offer with Opt-Out
Hello {{1}}, our seasonal collection is now live! Enjoy {{2}} off your next purchase using code {{3}} at checkout. Valid till {{4}}. Reply STOP to unsubscribe.
Variables: {{1}}=Name, {{2}}=Discount %, {{3}}=Coupon, {{4}}=Expiry

8. Troubleshooting Template Rejections

Why it happens: Variables like {{1}} are placed without enough surrounding descriptive text.
Fix: Add full contextual sentences around each variable (e.g. change {{1}} {{2}} to Your invoice number is {{1}} and due date is {{2}}.).

Why it happens: A template submitted under UTILITY contains promotional language, discount vouchers, or general sales announcements.
Fix: Re-submit the template under the MARKETING category.

Why it happens: Sample values were left blank or contained generic placeholders like "test" or "xxx".
Fix: Provide realistic sample names, dates, and order numbers that match the intended message content.