Here's what reviewers check a template against, and the most common rejection reasons.
Choosing the wrong category is one of the most common reasons for rejection.
A discount, an offer, a new product launch, or anything intended to drive a sale is promotional.
Transactional is for updates about something the customer has already done, or anything the customer would find utilitarian value in.
Authentication is for OTP codes only.
Mixing a promotion into a transactional template gets the whole template rejected. Split them into two separate templates.
Anything unlawful, or promoting a restricted or prohibited product or service.
Misleading claims: guaranteed returns, guaranteed outcomes, or pricing that is not what the customer will actually pay.
Content that impersonates another business, or borrows a brand you do not own.
Requests for sensitive information such as passwords, full card numbers or one-time codes.
Content that is aggressive, discriminatory, or designed to pressure someone into acting.
Give real sample values. A variable with a sample of x or test hides what the message does. Use values that look like the real thing.
Do not hide content in variables. A body that is almost entirely {{message}} cannot be reviewed because the reviewer has no idea what will be sent. Put the actual message in the template and use variables only for the parts that genuinely vary.
Write a specific reviewer description. Say who gets this, what triggers it, and how it serves your business and audience.
Match the language. Content written in a language that does not match the language version selected confuses review and gets rejected.
Link text must describe where the link goes. A button labelled "Click here" that opens a checkout is misleading.
Links should point at a domain that plausibly belongs to your business. Unrelated domains and link shorteners that hide the destination attract scrutiny.
Quick reply buttons should send something a customer would actually mean to send.
A template that is approved and live can still be restricted if customers report it or feedback turns negative. If that happens, it stops sending. Read the comments, correct the content, and resubmit. Persistent problems affect how your number is treated overall.