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When you submit a template to Meta, it goes through a review process before it can be used. Meta checks several criteria. If any check fails, the template is rejected and you must fix and resubmit it.

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What Meta checks

CheckWhat it means
Category matchThe template content must match the declared category. Promotional content submitted as Utility will be rejected.
Policy complianceNo spam, misleading claims, adult/sexual content, threatening language, gambling, alcohol, drugs, or impersonation (e.g., pretending to be a bank or government).
Variable numberingVariables must be sequential starting at {{1}}. Skipping ({{1}} then {{3}}) is not allowed.
Valid button URLsAny URL in a button must be reachable and not suspicious. Broken or malware URLs are rejected.

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Common rejection reasons in detail

Wrong category If your template says “Get 50% OFF this weekend! Use code SAVE50” but you submitted it as Utility, Meta will reject it. Any discount, offer, promotion, or upsell must be submitted as Marketing. Variable numbering errors Variables must go {{1}}, {{2}}, {{3}} — no gaps, no duplicates. Starting with {{2}} or jumping from {{1}} to {{3}} causes rejection. Content policy violation Prohibited content includes: threatening or aggressive language; adult or sexual content; misleading product claims; impersonating a bank, government body, or other organization; content involving gambling, alcohol, or controlled substances. Broken button URLs All URLs in CTA URL buttons must be valid and accessible at the time of review.

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Frequently asked

The most common causes are: wrong category (e.g., promotional content filed as Utility), non-sequential variable numbers ({{1}} then {{3}}), a policy violation (spam, misleading, adult, impersonation), or an invalid button URL. Fix the specific issue and resubmit.
Discount offers, promotions, and upsells are Marketing, not Utility. Resubmit the template with the Marketing category.
No. Variables must be sequential starting from {{1}}. Use {{1}}, {{2}}, {{3}} with no gaps. Rename {{3}} to {{2}}.
Spam, misleading or false claims, adult/sexual content, threatening language, impersonation (banks, government), and content promoting gambling, alcohol, or drugs.

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Gotchas & common mistakes

  • Marketing content in Utility — this is the #1 rejection cause. When in doubt about category, choose Marketing. See Template categories.
  • Resubmitting without fixing the issue — Meta will reject again. Read the rejection reason carefully before resubmitting.
  • Variables don’t have to be in the body only — headers can also use variables ({{1}} in text headers). The same sequential-numbering rule applies there too.