Template Categories & Rejections
Pick the right category every time with a one-line test, understand template statuses, fix the common reasons Meta rejects templates, and restart conversations after 24 hours.
The one-line test#
Did the customer do something that this message is directly about? Yes → Utility. No → Marketing. It's a login/verification code → Authentication.
| Message | Category |
|---|---|
| "Your order #4821 has shipped" | Utility |
| "Your appointment is tomorrow at 4 PM" | Utility |
| "Your OTP is 482913" | Authentication |
| "Diwali sale — 20% off everything!" | Marketing |
| "We miss you! Here's ₹100 off" | Marketing |
| "Your order shipped — plus 10% off your next order!" | Marketing (any promotion makes it marketing) |
Meta may re-categorise a template if the content doesn't match. You're charged for the category Meta applies.
Template statuses#
| Status | Meaning |
|---|---|
| Pending / In review | Meta is checking it |
| Approved | Ready to send |
| Rejected | Not allowed — edit and resubmit, or create a new one |
| Paused | Temporarily stopped because of poor feedback (blocks, reports) |
| Disabled | Stopped permanently after repeated poor feedback |
Why templates get rejected#
- Variables at the very start or end of the body, or two variables side by side (
{{1}} {{2}}) — add words around them. - Missing or unrealistic sample values.
- Wrong category — a promotion submitted as Utility.
- Vague content — "Hi {{1}}" with no clear purpose.
- Policy issues — prohibited products, threatening tone, asking for sensitive data like full card numbers.
- Spelling and formatting problems — lots of emojis, all caps, broken links or URL shorteners.
To fix: edit the template (if allowed) or create a new one with a new name, change the flagged part, and resubmit.
Restarting conversations#
When a customer's 24-hour window has closed, a short, genuine utility template is the polite way back in:
Hi {{1}}, thanks for your message to Fresh Mart. We're back online now — reply here and we'll help you right away. [Continue chat]
Once they reply, the window reopens and you can chat freely. Setting up Business Hours reduces how often this is needed.