In short: “My template was rejected” can mean three things: Meta rejected it on submission, Meta moved it from Utility to Marketing, or it failed to reach one recipient. Each has a different fix. Find out which one you have first.
| What you see | What it means | What to do |
|---|---|---|
| The template is in the Rejected tab | Meta did not approve it | Create a new template with the fix, or appeal |
| An approved Utility template is now Marketing | Meta recategorized it, so each send costs more | Appeal within 60 days, or split the template |
| Some recipients show Failed (error 131026 or 131049) | The template is fine, the recipient did not get it | Check the recipient, do not change the template |
Fix a rejected template
Templates in Mumble cannot be edited. Delete the rejected one and create a new one with a new name, for example order_update_v2. Common reasons and fixes:
- Invalid format: the text starts or ends with a variable, or two variables sit side by side (
{{1}}{{2}}). Put variables inside a sentence. - Wrong category: a Utility template with a promotion in it. Create it as Marketing, or move the promotion to a separate Marketing template.
- Restricted product: alcohol, tobacco, gambling, quick loans and similar break the WhatsApp Commerce Policy. Rewording will not help.
- Threatening tone: “Your account closes in one hour!” gets rejected. Use a calm tone and real deadlines.
- Duplicate: the text matches an existing template. Change the wording, or use a variable.
- Short links: bit.ly and similar are rejected. Use your own domain.
- Mixed languages: one language per template, matching the language you select.
Appeal to Meta
Appeal only when the decision looks wrong. Appeals are done in Meta, not in Mumble.
- Sign in to WhatsApp Manager.
- Go to Manage Templates and open the template. Meta’s full reason is shown there.
- For a rejection, click Go to Business Support. For a category change, click Review category updates in Business Support Home.
- Select the template and click Request Review.
- Explain which customer action triggers the message and why it is not marketing. Meta usually answers within a few business days.
A category change can be appealed for 60 days. Appeal only templates that are purely transactional, like a receipt or a shipping update. If there is any promotion in it, Meta will likely move it back.
Delivery failures
Failed messages are not billed by Meta. Common causes:
- The number has no WhatsApp account, or the format is wrong. See International Phone Number Format.
- The recipient blocked you, or has not updated WhatsApp or accepted its terms.
- Meta’s per-person limit on marketing messages (error 131049). Wait at least a day before trying again.
- US (+1) numbers do not receive Marketing templates.
Do not resend again and again. Remove dead numbers to protect your quality rating.
Common questions
My appeal was denied. What now?
You cannot appeal the same decision again. Create a new template with different wording, or accept the category.
My template shows Paused
Recipients blocked or reported it. Meta pauses it for 3 hours, then 6 hours, then disables it, and you need a new template.
Meta changed the category but Mumble still shows the old one
Changes usually sync within an hour. Meta bills by its own category either way. If it lasts more than a day, contact support.
The same template keeps getting rejected as Utility
It probably has a marketing element. Submit it as Marketing.