Pick the category honestly
Utility messages relate to an existing transaction; marketing messages promote something. A promotion submitted as a utility template is the single most common rejection, and repeatedly miscategorising templates does lasting damage to your sender reputation.
Write the sample values, properly
Variables are reviewed with the examples you supply. Submitting a placeholder with a sample value of “text” invites a rejection. Give a realistic order number, a realistic name and a realistic date, because a reviewer is judging what the message looks like in the wild.
Do not stuff the variables
A template that is mostly placeholders reads as a way to smuggle arbitrary content past review, and gets treated accordingly. Keep the fixed text meaningful and the variables to the facts that genuinely change.
Submit the ones that earn their place first
Order confirmation is almost always the highest-value template, followed by dispatch and delivery. Get those approved and live before you spend review cycles on campaign templates.
Plan around the approval delay
Approval is not instant and it is not yours to control. If a campaign depends on a new template, submit it well before the date. Automation for a message simply cannot send until its template clears.
Explore this workflow in Dejor.
See how shopify whatsapp automation fits into your store, including setup steps and common questions.