Message Template Guidelines

• Review Process: Meta reviews your message templates daily and responds within 48 hours, excluding weekends and holidays.
• Template Name: Use clear names for templates like bus_ticket_details instead of template_014 so reviewers understand the template's purpose.
• Include a Sample: Add a sample message when submitting a template. You need a sample to appeal if rejected.
• Multiple Languages: Submit content in different languages under one template name with all languages included.
• Reopen Conversations: Start with a reference to the previous chat like "Following up on our last chat..." to reopen the 24-hour window.
• Manage Templates: Delete unused templates. You have a limit of 250 templates per WABA. Request more with a strong business reason.
• Parameter Values: Avoid newline characters. For listing options, create separate templates or use a Show More Quick Reply button.
• Avoid Acronyms: Use full words for clarity.

Refer to Meta's Message Template Guidelines to know more.

Common Rejection Reasons

Here are the common reasons why WhatsApp message templates may be rejected.

• Incorrect or Missing Variables: Using variables such as {{1}}, {{2}}, {{4}}, or {{5}} but forgetting to include required ones like {{3}}, or including variables incorrectly can cause rejection.

• Prohibited Special Characters: Usage of special characters such as #, $, or % within variables or content may lead to disapproval since these are not allowed in templates.

• Incomplete Variable Examples: If variables are present but no example values are provided (media assets, string samples, etc.) during submission, your template may be rejected because reviewers cannot visualize its customer experience.

• Duplicate or Redundant Content: Submitting templates with content identical to previously rejected ones will likely result in further rejection. It is important to check the support center for overlapping template names and content in all languages before resubmission.

• Policy Violations: Any violation of WhatsApp's commercial or business policies during template creation or submission will result in rejection. The support center and notifications specify which policy was violated so you can correct it.

Refer to this document for further details on rejection reasons and how to resolve them.

WhatsApp Template Limits

WhatsApp Template Character Limit Update: Effective October 2025

WhatsApp has reinforced its message template guidelines to ensure message quality and compliance. As part of these changes, and in line with Meta's enforcement updates, Netcore has updated its system behavior in Netcore CE's Unified Editor .

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Reminder

Starting October 1, 2025, non-compliant templates will be blocked at creation stage with descriptive error messages. Update your templates today to avoid disruption.

What Has Changed?

• Previous Limit: 1,024 characters for non-templated messages (Utility and Authentication).
• Updated Limit in UCE: Now capped at 512 characters for Utility and Authentication templates.
• Marketing Templates: Already limited to 550 characters and 10 emojis, as per Meta guidelines.

Template Guidelines

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Meta Error Code

If a message exceeds these limits, it may be rejected during creation or fail during delivery, returning Meta error code 2388040.

Need Help?

If you encounter template creation or delivery issues, refer to: WhatsApp Template Best Practices.