Template rejection
Meta declining a submitted template. Almost always traceable to one of a short list of causes.
The common causes: a variable at the very start or end of the message, two variables touching with nothing between them, placeholders numbered with gaps, obviously fake sample values, a category that does not match the content, and URL buttons whose domain is a variable.
Rejections are not arbitrary and are usually fixable in a sentence. Edit and resubmit rather than re-creating the template under a new name, which reads as evasion.
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Related terms
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Message template
A pre-approved message with numbered placeholders, required for anything sent outside the 24-hour service window.
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Template category
Marketing, utility or authentication — the label Meta assigns each template, which decides what it costs.
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Call-to-action button
A template button that opens a URL or dials a phone number, rather than sending a reply.