Message template approval

Every business-initiated template is reviewed by Meta before it can be sent. Callduck submits your template and mirrors the result; the approve/reject decision is Meta's, not Callduck's.

Categories

• Marketing — offers, promotions, newsletters
• Utility — order/appointment updates tied to a specific transaction
• Authentication — one-time passcodes

Choosing the wrong category is a frequent rejection cause — a promo labelled Utility will be rejected.

Lifecycle

1. Draft in Callduck.
2. Submitted to Meta for review.
3. Approved — usable for sending, or Rejected — with a reason.

Callduck syncs this status onto the template (and surfaces the rejection reason) via message_template_status_update and template sync.

Variable rules

• Use sequential placeholders: {{1}}, {{2}}, … with no gaps.
• Don't start or end the body with a variable, and don't place two variables back-to-back.
• Provide realistic sample values so reviewers can judge intent.

Common rejection reasons

• Wrong category (marketing content submitted as utility/authentication)
• Missing opt-out language on marketing templates (e.g. "Reply STOP to unsubscribe")
• Placeholder, abusive, or non-compliant content
• Broken or floating variables

Best practices

> Keep one clear purpose per template, match the category to the content, write realistic copy, and always include an opt-out line on marketing templates. After fixing a rejection, resubmit — re-review is still Meta's decision.