Most rejections aren't about your content being bad — they're about the template format being wrong. Once you know the four rules Meta enforces, your approval rate goes from 70% to 99%.
Rule 1 — Match the category to the content
Meta classifies every template as Marketing, Utility, or Authentication. Send a promotional message in a Utility-tagged template and Meta rejects it.
- Marketing — offers, announcements, sale reminders ("30% off this weekend", "We launched X")
- Utility — order updates, appointment reminders, account alerts the customer opted into ("Your order shipped", "Appointment tomorrow at 3pm")
- Authentication — verification codes and one-time passwords only ("Your code is 482910")
Mixing categories — like an OTP plus a marketing tagline — guarantees rejection.
Rule 2 — Use variables for personalization, not strings
Bad: `Hi Sarah, your order #4823 shipped.`
Good: `Hi {{1}}, your order {{2}} shipped.`
Then provide the variable values at send time. Meta approves templates that use placeholders, not templates with names hardcoded.
Rule 3 — Keep formatting minimal
Bold, italic, monospace, and lists work. But:
- No emojis in the header
- No more than three line breaks
- No URLs in the body text — use a button instead
- No hashtags
Rule 4 — Add a sample value for every variable
When you submit a template with variables, Meta requires example values so they understand what kind of content goes there. Skip this and Meta auto-rejects.
In the Voxys template editor, the sample-value field appears next to each `{{1}}`, `{{2}}`, etc. Fill them all.
How to test before submitting
The Voxys template editor runs your submission through the same checks Meta does. If it warns about a category mismatch, missing sample values, or banned formatting — fix before submitting. About 70% of would-be rejections get caught here.
Submit once it's clean. Most approvals come through in under 30 minutes.