What should I do if my WhatsApp template is put in the wrong category or gets rejected?

What should I do if my WhatsApp template is put in the wrong category or gets rejected?

⚡Quick answer -

Meta reviews every template for category fit (Utility, Marketing, Authentication). If the text doesn’t match, Meta will either (a) recategorize it automatically or (b) reject it outright.

A recategorized approved template usually works as-is; a rejected one must be created again.

Meta generally takes 5 min to 48 hours to approve or reject a template.

When should I use this guide?

Use these steps whenever you

• want to avoid delays caused by mis-categorised templates,

• need to understand Meta’s “Recategorized” or “Rejected” status, or

• are fixing a template that failed approval.

1. Why template categories matter

Each category has strict, policy-driven use cases:

Category

Primary use

Typical content example

Utility

Post-transaction updates

“Your order #123 has shipped.”

Marketing

Promotions & engagement

“Flash sale! 20 % off today.”

Authentication

OTP / login codes

“Your verification code is 673921.”

Using the wrong category can violate opt-in rules and stall approval.

2. What Meta does if the category is wrong

Scenario

Meta’s response

Category doesn’t match text

Auto-recategorize during review

Text violates the chosen category’s rules

Reject the template

3. Business impact

• Approval delays (hours to days)

• Possible opt-in requirement changes if moved to Marketing.

• There will be changes in campaign cost according to the template category.

4. How to recover from recategorization or rejection

Step-by-step:

  1. Login to MyOperator Panel → WhatsApp → Templates.
  2. Check the Status and Category columns.
    1. “Recategorized” → Meta changed the tag.
    2. “Rejected” → Hover to read the reason.
  3. Fix and resubmit: 
    1. Recategorized → Usually no action unless your opt-in flow or billing depends on the original tag. 
    2. Rejected → a. Click Clone (or Create Template). 

b. Pick the correct category, adjust wording/placeholders, and give it a unique name. 

c. Submit for approval and monitor until Approved appears.

Approved and Rejected templates by Meta

5. Common rejection reasons & quick fixes

Rejection reason

How to fix

Wrong category

Resubmit as Marketing/Utility/Authentication as appropriate

Misuse of variables

Use correct placeholders: {{1}}, {{2}} and map correct value in the uploaded file

Prohibited content

Remove unsupported links or unapproved offers

Mixed button types

Do not combine Quick Replies with URL/Call buttons

Tip: Always use the Preview panel to test variables, formatting, and buttons before you click Submit.

6. When a wrong category will NOT hurt

If Meta silently recategorizes the template and you do not rely on the original category for billing or opt-in logic, no further action is required—the template will work under its new tag.

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