WhatsApp troubleshooting
Common errors and what to do about them.
4 min read Updated 2026-04-24
Template approval rejected
- Promotional content in a Utility category — re-submit as Marketing.
- Variables in a place Meta doesn’t allow (URL placeholders, currency symbols at the start).
- URL in a non-button position for certain verticals.
- Language mismatch between template text and declared language code.
Messages sending but not delivering
- Recipient has not opted in — WhatsApp requires explicit opt-in for business messaging.
- Recipient has WhatsApp but phone offline — will deliver when back online.
- Quality rating "Red" — Meta is throttling your sender. Reduce volume and clean your list.