How the Meta review process works
Meta uses an automated review system (with human review for doubtful cases) to evaluate templates. Typical approval time is 24-48 hours for standard templates.
The review system evaluates: template category, text content (absence of prohibited content, unverifiable claims, aggressive language), button type, and consistency between declared category and content.
Template categories and requirements
Marketing templates have the strictest requirements. Utility templates (post-purchase transactional notifications) have easier requirements to meet.
Common confusion: don't classify marketing messages as utility.
Main reasons for rejection
Most common template rejection reasons: promotional content in a utility template, missing opt-out for marketing templates, unverifiable claims, undefined or malformatted variables, and content violating Meta policies.
Best practices for template writing
Write clear and specific templates: each template must have a precise objective.
Define variables with realistic examples at submission time.
Test the template on yourself before submitting.
