In this article6
This guide covers what the reviewer measures, the causes of rejection one by one, how to choose a name that passes first time, and then when you can change it afterwards and what that means for your number.
The rule that covers all of them
A display name must represent your business honestly, and have a clear relationship to the name you are actually known by — on your registration, on your website, or above your door. Every cause of rejection below is a version of breaking that sentence.
The causes, and why each is rejected
| What was written | Why it is rejected | The acceptable alternative |
|---|---|---|
| A generic name describing only the category | It does not distinguish one business from another | The name of your business as you are actually known |
| A name containing an offer, a discount or urgency | Promotion inside an identity field | The name alone, with the offer in the message |
| A phone number or a link inside the name | It is not a name, and reads as an attempt to work around the field | The name, with contact details in their own place on the profile |
| A brand name you do not own | Impersonating a trademark | Your own name, even if you are an authorised reseller |
| A name unrelated to your business | It matches neither your registration, your website, nor what you sell | A name that appears on your website and your registration |
| Symbols, diacritics or repeated letters as decoration | It does not read as the name of an entity | Clean text in ordinary characters |
How to choose a name that passes
- 1.Start from the name your customer knows you byWhatever is on your sign or your website — that is as close to approval as you get.
- 2.Make sure it appears somewhere the reviewer can seeYour website, your page or your registration. A name with no trace anywhere is hard to verify.
- 3.Strip out everything that is not a nameNumbers, offers, symbols and descriptions all belong outside the field.
- 4.Add a distinguisher if the name is genericA city or a branch turns a generic name into a real one.
After approval: can you change it?
Yes, and a change goes through the same review. But it is not a routine you repeat: the name is what your customer knows you by at the top of every conversation, and changing it often confuses the people you message and raises the chance they read your message as anonymous — which is one of the routes to a block, and blocks are what lower your number’s rating.
The effect of blocks and reports on your number is covered in the quality rating guide.
This is not the business verification problem
The two messages arrive at almost the same stage and are constantly confused:
- Display name rejected: the name on the profile broke a rule. The problem is in the text.
- Business verification rejected: the documents did not match what is registered on your account. The problem is in the paperwork.
If what reached you was the second, its causes and corrections are in the guide to business verification rejections.
Frequently asked questions
Must the display name match the commercial registration word for word?
A literal match is not required, but a clear relationship is. A name appearing on your website, your sign and your registration in a close form is usually accepted; a name with no trace in any of them is hard for the reviewer to verify.
My name was rejected and I do not know why. Where do I start?
Read your name against the list above and ask: does it contain an offer? a number? a symbol? Is it generic rather than distinguishing? Does it appear somewhere verifiable? Those four questions usually expose the cause.
Can I write the name in Arabic?
Yes. The rules are about meaning and representation rather than language, and an Arabic name is accepted as long as it represents your business and can be verified.
How long does name approval take?
Review takes its own time and there is no published period. Sending a new request before the previous one is settled puts you back at the end of the queue rather than speeding it up.
Does a rejected name block sending entirely?
A number does not run on an unapproved profile, so the name is a condition for switching it on — which is different from the messaging-limit restrictions that come after it is running.
Will you choose the name for me?
The name is your decision, but our team checks it against the rules with you before submission and suggests wording that passes first time — which saves a whole rejection cycle.
