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Most template rejections are not about the wording. They are about the category being wrong for what the message does, or the template asking for something a customer never agreed to.
A template is submitted under a category, and the category is not a label you choose for convenience — it decides how the message is treated and what it costs.
Marketing is anything promotional: offers, launches, re-engagement, anything trying to bring someone back.
Utility is about a transaction that already exists: order confirmations, delivery updates, appointment reminders, account alerts.
Authentication is one-time passcodes and nothing else.
Submitting a promotion as Utility because Utility is cheaper is the single most common rejection, and it is also the one most likely to get repeated — the fix feels like rewording, when the fix is recategorising.
Templates use numbered placeholders. A reviewer seeing "Hi {{1}}, your {{2}} is {{3}}" has no idea whether that is an order update or a sales pitch, and an unclear template is a rejected template.
Provide sample values with the submission. They exist for exactly this and are the cheapest thing you can do to raise your approval rate.
Do not start or end a message with a placeholder, and do not put two placeholders next to each other. Both read as spam-adjacent, and both are avoidable.
A business may only send templates to people who have agreed to be messaged, and the agreement has to be specific enough that someone would recognise it. A checkbox buried in terms of service is not it.
This is checked in practice rather than at submission: templates get approved and then the number's quality rating falls, because people who did not expect the message block or report it. A number with a low quality rating gets its sending limits cut and can be restricted outright.
So the opt-in matters more than the template. A perfect template sent to a list that never agreed will damage the number it was sent from.
Read which category it was rejected under before rewriting a word. If the category was wrong, resubmitting the same text in the right one usually passes.
Do not resubmit the identical template repeatedly. Repeated identical submissions look like an attempt to get a different reviewer, and they do not help.
If the content is genuinely borderline, shorten it. Most rejected marketing templates are trying to do two things at once, and the version that passes is the one that does one.
Most often the category was wrong for what the message does — a promotion submitted as Utility, usually. Rewording the same text will not fix a category problem.
Utility relates to a transaction that already exists: order updates, reminders, alerts. Marketing is anything promotional. They are priced differently, which is why miscategorising is tempting and why it is checked.
Yes, and it has to be specific enough that the recipient would recognise agreeing to it. Sending to a list without it lowers your number's quality rating, which cuts your sending limits.
Usually minutes, though it can take longer under review load. A template stuck for a long time is more often a category problem than a queue.