Rejected at submission
MsgOrb shows Meta's message verbatim. The frequent ones:
| Meta says | Fix |
|---|---|
| Variables can't be at the start or end | Add fixed text before the first and after the last variable |
| Content violates policy | Rewrite as a factual notice. Remove promotional or celebratory wording |
| WhatsApp Business Account not connected | MsgOrb has no WABA ID. See Connecting Meta and WhatsApp |
Fix the specific problem, then click Submit to Meta once.
Approved, then reclassified to MARKETING
Meta re-reads templates over time and can move one from UTILITY to MARKETING. You will normally be emailed about it, and the badge on Templates changes.
This matters because Meta has blocked all marketing templates to United States (+1) numbers since April 2025, with no announced end date. Sends to those numbers then fail with error 131049. Members outside the United States are unaffected.
Why reclassification happens
UTILITY, in Meta's reading, means the message follows from a specific action the recipient took: a booking, an order, an account event. Wording that does not reference such an action tends to be read as promotional, however plainly it is written. In practice:
| Reads as UTILITY | Tends to be read as MARKETING |
|---|---|
| Your appointment on Tuesday at 4pm is confirmed | Join us on Sunday |
| Order A-10423 is out for delivery | Happy birthday from all of us |
| Your registration for the training session is confirmed | You have a new message waiting, reply 1 |
If you believe the reclassification is wrong
Request a review in Meta Business Support. That is a Meta process; MsgOrb cannot change a category.
What still works meanwhile
- Members who message you first open a 24-hour window, and inside it you can send anything.
- Members outside the United States receive marketing templates normally.
- Utility notices that reference a real transaction continue to deliver everywhere.