Rules that keep templates from being rejected

Meta rejects templates that break its rules. The editor checks many of them for you before you submit, so read any message it shows. The approval score then looks at the whole template once more before it goes to Meta.

Rules for the message

• Enough fixed words. Keep about 3 fixed words for every fill-in. The editor shows a counter such as "N fixed words for N fill-ins".
• Do not start or end with a fill-in. Put a word or two before the first and after the last.
• No two fill-ins side by side. Put words between them.
• No bold or italic on a fill-in.
• Number fill-ins in order: {{1}}, then {{2}}, then {{3}}.
• No shortened links such as bit.ly or wa.me. Use the full address.
• No tabs or long runs of spaces.

Rules for names and duplicates

• The Name in Meta uses lowercase letters, numbers and underscores only.
• Avoid names that look like tests.
• If another template already has the exact same message, the portal tells you that Meta rejects duplicates, so change the wording first.

Choose the right category

• Utility is for something the person expects or asked for, such as a reminder for their appointment.
• Marketing is for invitations, announcements and anything that promotes an event.

Tip: If your message invites people to something, choose Marketing. A promotional message in Utility is a common reason for rejection.

Header and buttons

Header text is 60 characters at most and has no emoji, formatting or fill-ins. Button labels are 25 characters at most. Link buttons must use https.

When something is still rejected

See Fix a rejected template. To build a template step by step, see Prepare a template.