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Every RCS template is reviewed before it can be used. This page covers what that review checks, so you can write templates that pass first time rather than discovering the rules through rejections. Templates are assessed on two things: whether the category is right, and whether the content meets the quality and compliance rules.
Review is carried out by the mobile operator, and requirements can differ between operators and change over time. Treat this as the baseline your template needs to clear.

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Categories

Your template’s category determines when it can be sent and how often. Choosing the wrong one is the most common reason a template is rejected outright.

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OTP / Authentication

One-time passcodes — typically 4–8 digit alphanumeric codes — used for login, account verification, recovery, or integrity challenges.
OTP templates are restricted to non-BFSI sectors. Authentication templates for Banking, Financial Services, and Insurance are prohibited on RCS. If you are in BFSI and need to deliver OTPs, use another channel — see SMS.

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Transactional

Content tied strictly to a transactional trigger: invoice generation, payment due alerts, transaction confirmations, and account updates.

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Promotional

Marketing content: product offers, sales, welcome and closing messages, system updates, event invitations, and product recommendations.
The promotional limit can be raised to 8 messages per user per month for agents with a proven low spam rate. It is earned through delivery behaviour over time, not requested — which makes complaint rate worth watching as a commercial metric, not just a compliance one.

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Content rules

Every template is checked against the following. Failing any one of them causes rejection.

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Category and agent alignment

The agent type and the content category must be identical, and the message content must match the registered agent type. A promotional message from an agent registered as transactional will be rejected even if the content is otherwise fine.

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Brand visibility

The brand name must appear explicitly in the message body, and must match the registered agent brand name. Having it only in the sender profile is not sufficient.

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Variable formatting

Custom parameters must use the [custom_param] form.
Consecutive variables are forbidden. A template containing [param1][param2] with no static text between them will be rejected. Separate every pair of variables with fixed content.

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Static-to-dynamic ratio

At least 70% of the message must be static text. Variables can make up no more than 30%. This is the rule most likely to catch a template that looks reasonable — a short message built mostly from variables fails it even when every individual rule above is satisfied. Write the fixed copy first, then decide what genuinely needs to vary.
  • WhatsApp links are restricted. Redirecting to WhatsApp is permitted only when the target is the brand’s own verified WhatsApp channel.
  • Test every CTA link before submitting. A broken or redirecting target is a rejection.

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Media and landing pages

All media assets — images, videos, cards — and any target website URL must relate directly to the registered brand. Anything else requires official supporting documentation from the brand.

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Cross-promotion

Promoting a secondary or third-party brand is prohibited without formal proof of the business relationship. Cross-promotional templates submitted without relationship documents are rejected.

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Prohibited content

Obscene, inappropriate, or restricted terminology is prohibited — dating services and friendship clubs are explicit examples.

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Political content

Political awareness campaigns are permitted. Political promotional campaigns are restricted on RCS.

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Before you submit

1

Confirm the category matches the agent

The agent type, the declared category, and the content must all agree.
2

Put the brand name in the body

Explicitly, and matching the registered brand name.
3

Check the variable layout

[custom_param] form, never two variables adjacent, and at least 70% static text.
4

Test every link

Open each CTA and confirm it lands on a brand-owned destination.
5

Check the field limits

Character limits and suggestion counts are enforced separately — see RCS templates.
For edge cases or anything ambiguous, raise it with your OneXtel account team before submitting rather than after a rejection — a rejected template can take a full review cycle to resubmit.