When creating WhatsApp templates, it is a good practice que keep in mind the common rejection reasons you could find from Meta.
One of the common reasons for Meta to reject a template is "Template contains too many variable parameters relative to the message length. You need to decrease the number of variable parameters or increase the message length."
This document suggests a simple formula to avoid this specific rejection.
Minimum words/parameters ratio
When building WhatsApp templates you might consider the minimum words/parameters ratio.
According to our findings, the minimum ratio for words/parameters is: 3 times + 1 the number of parameters (including variables).
| Params | Minimum word+parameters |
| 1 | 4 |
| 2 | 7 |
| 3 | 10 |
| 4 | 13 |
| 5 | 16 |
| n | (3*n) +1 |
This means that for 5 parameters the number of words+parameters must be at least 16
Example of Words/parameters Ratio:
Consider this template body and words+parameters count:
Dear Guest, Reservation {{1}} arriving from {{2}} departing at {{3}} on {{4}} now departs at {{5}}.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Based on this, you could use the formula with number of parameters = n
Minimum words+parameters = (n*3) +1
5 parameters ==> (5*3) +1 = 16
This 5 parameters template example is ok as it has at least 16 words+parameters.
More reasons for template rejection
There are additional reasons to consider when you create a WhatsApp template indicated below:
- The message template name field is limited to 512 characters.
- The message template content field is limited to 1024 characters.
- A template can only be edited when it is in a state of Approved, Rejected, or Paused.
- A template can be edited once per day, up to 10 times per month.
- WhatsApp Business Accounts can only create 100 message templates per hour.
- Templates composed of 4 or more buttons, or a quick reply button and one or more buttons of another type, cannot be viewed on WhatsApp desktop clients. WhatsApp users who receive one of these template messages will be prompted to view the message on a phone instead.
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