Approval and statuses
The approval process
WhatsApp templates must go through a review process before you can use them to send messages to your customers. This process is managed by Meta (the company behind WhatsApp) and ensures that messages comply with their usage policies.
Only WhatsApp templates require approval. Templates for Instagram or Gmail do not go through this process and can be used immediately after creation.
How to submit a template for review
Create or edit your template
Make sure the content is correct and complete. Check the preview to confirm everything looks good.
Once a template is under review, you won’t be able to edit it until you receive a response. You can only edit templates that are in Draft status.
Template statuses
Throughout its lifecycle, a template can be in different statuses:
Draft
The template has just been created or modified and hasn’t been submitted for review yet. You can freely edit it while it’s in this status.
Pending
The template has been submitted for review and is waiting for Meta’s response. It cannot be edited or used while in this status.
Approved
Meta has reviewed and accepted the template. You can now use it to send messages to your customers, both manually and automatically through automations.
Rejected
Meta has reviewed the template and did not accept it. This can happen if the content doesn’t comply with WhatsApp’s policies. You’ll find tips on what to do below.
Appeal in progress
You’ve requested a second review after your template was rejected. Meta will re-evaluate it.
Paused
Meta has temporarily stopped the template from being used, usually because the quality of interactions has dropped (for example, too many customers are blocking or reporting it).
Disabled
The template has been permanently deactivated by Meta and can no longer be used. You’ll need to create a new template with different content.
What to do if your template is rejected
If Meta rejects your template, review the following points before creating a new version:
- Avoid aggressive promotional content: WhatsApp restricts messages that look like spam or unwanted advertising.
- Don’t include misleading content: The message should be clear and truthful.
- Use a professional tone: Avoid inappropriate language or overly casual wording.
- Check your variables: Make sure the variables make sense in context and aren’t being used to circumvent policies.
- Review the format: The message should be readable and well-structured.
If you believe the rejection was a mistake, you can appeal the decision. The template will move to “Appeal in progress” status while Meta reviews it again.
Template quality
Meta assigns a quality rating to each approved template based on how customers who receive it react:
- High: Customers respond well to the message. No issues.
- Medium: Some customers have reacted negatively (blocking or reporting). Consider reviewing the content or sending frequency.
- Low: Many customers are reacting negatively. If quality continues to drop, Meta may automatically pause or disable the template.
If a template’s quality rating drops too low, Meta may pause or disable it without notice. Check your templates’ performance regularly to avoid surprises.
