Guidelines for WhatsApp Template Approval

TABLA DE CONTENIDOS

• A1.-  Template Structure
• A2.- Use of variables and emojis
• A3.- Language requirements
• A4.- Prohibited content and common errors

WhatsApp Business is committed to ensuring that messages sent on its platform are not malicious and don't violate its usage policies. Therefore, please keep the following guidelines in mind when creating your templates to ensure a smooth approval process.

A1.-  Template Structure

Each template can have up to four optional sections:

1. Header – Optional. It can be text, image, document or video. 
2. Body – Mandatory. It is the main text of the message and can include dynamic variables ({{1}}, {{2}}, etc.
3. Footer – Optional It is a fixed text that is placed at the end of the template.
4. Buttons – Optional Allows a maximum of 2 call to action (CTA) buttons

A2.- Use of variables and emojis

• Variables are fields of the type {{1}}, {{2}}... that are replaced by personalized values when the message is sent. They must be integrated grammatically and contextually into the message.
• Emojis are allowed and moderate use is recommended (no more than 1-2 per line). Ambiguous or offensive emojis should be avoided and they must be consistent with the message.

A3.- Language requirements

• Templates must specify the language when submitted (English, Spanish, Arabic, etc).
• Languages should not be mixed without justification.
• Spelling errors, automatic translations or excessive informal language should be avoided.

A4.- Prohibited content and common errors

Meta reviews and may reject templates that include the following:

•  References to restricted products or services. Such as drugs, tobacco, alcohol, weapons, cryptocurrencies (unlicensed), betting, gambling, unapproved pharmaceutical products...
• Inappropriate content Sexual, violent or discriminatory material, as well as offensive language, incitement to hatred or sensitive political content.

• Deceptive or abusive practices.Exaggerated promises (earn easy money, lose weight in a few days, etc.), creating a sense of false urgency, sending Spam and using manipulative or threatening language.
  
  

The most common errors that cause a template to be rejected are:

• Messa: "Hello, we have an offer for you."
  ✅ Ex:: “Hello {{1}},by visiting our website, you get a 15% discount on {{2}}.”
  
  
• Nonsensical mix of languages.
  ❌ Ex: "Hola {{1}}, today you have um desconto especial."
  
  
• Misplaced or misspelled variables.

  Emojis out of place or their excessive use.

A5.- Recommendations and best practices 

• Always personalize with the user's name or relevant details.
• Use a natural, close and direct language.
• Include a clear call to action: button, link or phone number.
• Check spelling and grammar.
• Make sure that the images or multimedia files are appropriate and of high quality.