Now that Zoho CRM's WhatsApp integration supports multiple numbers and accounts, a lot more teams are sending templates straight from CRM. We run a WhatsApp BSP and see the same mistakes every week, so here's a checklist. None of this is Zoho-specific; it applies whichever tool you send from.

1. Starting or ending the template with a variable

"{{1}}, your order is ready" gets rejected. Put fixed text before the first variable and after the last one: "Hi {{1}}, your order {{2}} is ready for pickup."

2. Too many variables, too little text

A template that's mostly {{1}} {{2}} {{3}} looks like spam to Meta's reviewer. Keep variables to what you actually need from the CRM record.

3. Wrong category

Promotional text submitted as "Utility" is either rejected or re-categorised as Marketing. Since July 2025 Meta charges per template message by category, so a wrong category also changes your cost.

4. Link shorteners

bit.ly and similar links are a common rejection reason. Use your own domain.

5. Sending to leads who never opted in

This is the big one. Importing an old lead list and blasting a template drives blocks and reports, and your quality rating drops. Use a Zoho CRM field (e.g. "WhatsApp opt-in = Yes") as the filter for every workflow or broadcast.

6. Ignoring the 24-hour window

Inside 24 hours of the customer's last message you can reply with free-form text. Outside it you must use an approved template. If agents complain "my reply failed", this is usually why.

7. Not watching quality rating and messaging limits

Your number has a quality rating (green/yellow/red) and a daily limit on how many customers you can start conversations with. Check it in WhatsApp Manager > Phone numbers before a big campaign. A burst to a cold list can drop you a tier.

Quick win: in Zoho CRM, create a "WhatsApp Opt-in" checkbox on Leads and Contacts, set it from your web forms, and add it as a condition on every WhatsApp workflow rule. That one field prevents most quality problems.

What's the most common rejection reason you've hit? Post the template text (without customer data) and I'll suggest a version that should pass.