Call-to-action button
A template button that opens a URL or dials a phone number, rather than sending a reply.
Two kinds: visit website and call phone number. Both are reviewed as part of the template.
The rule that catches people is the URL. A button whose entire domain is a variable will be rejected — the domain must be fixed, with the variable carrying only the path or an ID. Link shorteners are also treated with suspicion because they hide the destination.
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Related terms
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Quick reply button
A tappable button that sends a predefined reply back to your business — up to three per message.
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Template rejection
Meta declining a submitted template. Almost always traceable to one of a short list of causes.
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Message template
A pre-approved message with numbered placeholders, required for anything sent outside the 24-hour service window.