MarketFlow

WhatsApp Automation

Writing WhatsApp Templates That Get Approved the First Time

A rejected template is rarely rejected for its wording. It is rejected because it is the wrong category, because a variable is doing something a variable should not, or because it reads as an advert sent to somebody who did not ask for one. Get the category right first Utility, marketing and authentication are not labels you pick to suit the approval odds. They describe what the message does, and a marketing message submitted as a utility one is the single most common rejection. Write the variable, not around it Give every placeholder a real example when you submit it. Never start or end a message with a variable. Do not use a variable to smuggle in the part of the message that would have failed review. Keep the fixed text meaningful on its own - if the sentence only makes sense once filled in, it will not pass. Say who you are The recipient may not have your number saved. A template that opens by naming the business it comes from is both better received and more likely to be approved, and it costs one line.

MarketFlow1 min read

A rejected template is rarely rejected for its wording. It is rejected because it is the wrong category, because a variable is doing something a variable should not, or because it reads as an advert sent to somebody who did not ask for one.

Get the category right first

Utility, marketing and authentication are not labels you pick to suit the approval odds. They describe what the message does, and a marketing message submitted as a utility one is the single most common rejection.

Write the variable, not around it

  • Give every placeholder a real example when you submit it.
  • Never start or end a message with a variable.
  • Do not use a variable to smuggle in the part of the message that would have failed review.
  • Keep the fixed text meaningful on its own - if the sentence only makes sense once filled in, it will not pass.

Say who you are

The recipient may not have your number saved. A template that opens by naming the business it comes from is both better received and more likely to be approved, and it costs one line.

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