This alert occurs during the sending of active (outbound) messaging campaigns via WhatsApp, indicating that a security or quality filter has been applied to your broadcast.
Attention: Meta's alerts are automatically generated by the WhatsApp API and are cleared once the template complies with Meta's guidelines.
To help you avoid this block and potentially improve the delivery of your campaigns, we have detailed below the most common reasons that trigger this filter and the best practices to avoid them.
🔍 How to investigate?
Determine if the problem can be solved with internal adjustments, as there is a messaging limit imposed by Meta to avoid saturating users when they have already received too many marketing messages throughout the day.
Before starting the investigation steps, make sure that:
The template category is correct
The filter is applied exclusively to templates classified as Marketing (offers, promotions, news), which will require investigation.
On the other hand, the Utility template model (used for shipping updates, invoices, etc.) is exempt from the frequency filter and may have priority delivery.
⚠️ Pay close attention to this point.
Now let's get to the investigation steps:
📧 1. Correct configuration of variables in templates
The use of variables personalizes communication and reduces the chances of the message being interpreted as spam.
It is recommended that the template contains two to three variables (for example: recipient's name, reason for contact, and some relevant additional information).
Example:
"Hi {{1}}, we noticed you left some items in your cart. How about finishing your purchase now? Use the coupon {{2}} to get {{3}} off your first purchase!"
Attention: If you notice the "poorly configured parameters/variables" alert when trying to send the template, it will be necessary to adjust them before attempting to send it again.
Click here to see how to use a template with a higher chance of approval and to view more examples.
🔗 2. Best practices for using links
Inserting loose links in the middle of the text can decrease the quality of your template. We recommend two safe approaches:
Send the link in the chat only after the user interacts and responds positively to the first message.
Configure the link in a structured way through a native CTA (Call to Action) button within the template itself.
🚪 3. Inclusion of an Opt-out button
This button offers the recipient a friendly option to stop receiving new messages. It is essential, especially when sending campaigns to users who are not yet familiar with your brand.
Why is this important?
When a user receives a message from an unknown sender on WhatsApp, the app automatically highlights the "Block" button.
By inserting an opt-out button (e.g., "I don't want to receive offers/messages") in your template, you offer an alternative to the customer, drastically reducing the chances of them blocking your number or reporting it.
✍️ 4. Concise and objective texts
Messages that are too long or contain excessive information can overwhelm the user and are frequently associated with spam. Get straight to the point!
Keep it short, human, and focused on the action you want the customer to take, ensuring that it is quick and clear to read on a mobile screen.
👎 5. Low reputation or negative feedback
Meta adjusts these limits dynamically. If your phone number has a low-quality rating (due to reports and blocks) or if the customer has a habit of reporting companies, the sending limit becomes even stricter.
In this scenario, use the same line to send campaigns to a customer base that already interacts with your business; this will help recover the account's quality gradually and without the risk of having the WhatsApp account restricted.
What should I do when the generated alert specifies a code?
Alerts may generate specific codes that contain troubleshooting solutions available on the official API documentation website.
Click here to view.