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Under Messages are for, you choose the types of messages the campaign sends. Reviewers then check that every other part of the campaign matches that choice. A mismatch is the most common reason for a rejection, with code 602 or 603.
You can’t change the use cases after you submit the campaign. If they are wrong, register a new campaign with the right use cases.

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Use cases

Choose between one and five use cases. Choose only the types of messages you will send. If any message promotes a product, a sale, or an offer, choose Marketing & offers. Reviewers treat a promotion inside a notification as marketing.

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Keep the campaign consistent

Reviewers compare these parts of the campaign with each other. They must all describe the same business and the same types of messages:
  1. Use cases: the types you chose under Messages are for.
  2. Website: the brand’s website, and the page where people opt in.
  3. Description: who sends the messages, what they are, and who receives them.
  4. Opt-in: the consent text and How people opt in and out.
  5. Sample messages: at least one sample for each use case.
Check each pair:

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Write the description

The description tells reviewers who sends the messages, what the messages are, and who receives them.
A description like “We send notifications to our users” is too vague, because it doesn’t name the business, the message types, or the recipients.

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Examples of inconsistent campaigns

  • The campaign is for Login codes, but the opt-in form and the description talk about account updates and offers.
  • The description says the messages are appointment reminders for a car repair shop, but the website is for an accounting firm.
  • The campaign is for Order & delivery updates, but one sample message offers a discount. Add Marketing & offers in a new campaign, or remove the offer.
  • The samples mention a product name that appears nowhere in the brand’s details or on its website.