Formatting rules you should know before creating a WhatsApp Template Message

Formatting rules you should know before creating a WhatsApp Template Message

Before you submit a WhatsApp Template Message for approval, you must follow Meta’s formatting and compliance rules. WhatsApp applies automated checks plus manual review. Even small mistakes (like spacing, wrong variables, or unapproved URLs) can cause rejection, delay campaign launches, or hurt your quality score.

This guide shows you the essential rules, with clear Do & Don’t examples so your templates pass review the first time.

📋 Quick Do & Don’t Reference

Rule Area

✅ Do

❌ Don’t

Language

Match content with chosen language (English → full English).

Mix languages (e.g., Hinglish, Spanglish). Choose “Spanish” but write in English.

Parameters

Use numbered double curly braces (, ). Add surrounding text: “Hi , your code is .”

Leave variable hanging: “Hi ” or use {1} instead of .

Links/URLs

Use full business domain links: https://yourbrand.com/product.

Use link shorteners (bit.ly, tinyurl, goo.gl) or third-party domains.

Spacing/Formatting

Keep consistent case and single spaces. One line after another.

Add extra spaces, blank lines, or inconsistent capitalization.

Buttons

Use up to 3 Quick Replies or 1 Phone + 1 URL CTA. Labels short, no emojis. Phone numbers: 919876543210.

Mix button types (Quick Reply + CTA together), add emojis, or use + sign in phone numbers.

Test Templates

Use simple content (“Hello”), basic name (“test”), no variables.

Add variations, placeholders, or promotional text in test templates.

📝 Detailed Rules

1. Text Content Guidelines

  • Proofread for grammar and spelling errors.
  • Stick to one language per template.
  • Don’t mismatch content vs. language choice in dropdown.

2. Parameter Formatting

  • Allowed only in body, header (text only), and CTA URL buttons.
  • Max 25 variables in body.
  • Number sequentially (, , ).
  • Every placeholder must have context text around it.
    • ✅ “Hello , your order is ready.”
    • ❌ “”
⚠️ Not allowed in footers or Quick Reply buttons.

3. Links & URLs

  • Always use your verified domain.
  • No shortened or obfuscated URLs (they trigger automatic rejection).
  • Include HTTPS whenever possible.

4. Spacing & Formatting

  • Avoid extra line breaks, trailing spaces, or inconsistent case.
  • Example:
    • ✅ “Hello , thank you for your order.”
    • ❌ “Hello , THANK YOU …”

5. Buttons & CTAs

  • Quick Reply Buttons: Max 3, plain text only, no emojis/variables.
  • CTA Buttons: Max 2 total (1 Phone, 1 URL).
    • Phone must include country code, no plus sign.
    • URL must be your business domain.
  • Cannot mix Quick Replies with CTA buttons in the same template.

6. Test Templates for API Setup

  • Use simple test content only:
    • Name: test
    • Content: Hello
  • No variations, placeholders, or branding.
  • Test templates are only for integration checks, not customer use.

⚠️ Common Reasons for Rejection

  • Mixed or wrong languages.
  • Misformatted or missing variables.
  • Shortened or unverified links.
  • Emojis in buttons.
  • Blank lines or trailing spaces.
  • Template purpose (e.g., promotional content submitted as Utility).

✅ Summary

  • Follow formatting rules for text, parameters, and buttons.
  • Always preview your template before submission.
  • Stick to your business domain and keep variables clean.
  • Use the Do & Don’t table above as a final checklist before clicking Submit.
💡 Pro Tip: Save a “compliance draft” copy of frequently used templates so your team avoids repeating mistakes.

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