Conversations · 2 min read
WhatsApp Template Statuses and Best Practices
WhatsApp templates are approved message formats for messages you start, in the Marketing, Utility, and Authentication categories. Each one must pass WhatsApp review before you can use it.
Imported templates
When you first connect WhatsApp, templates already in your WhatsApp Business account are imported. After that, create and manage templates in Settings > WhatsApp > Templates so they're available everywhere you send messages.
Sample values
Sample values show reviewers how your variables will look. Use realistic examples.
Checks before you save
The builder flags these as you type, in both the header and body:
| Rule | Valid | Not valid | | --- | --- | --- | | Numbered variables |
{{1}}, {{2}} | {{1$}} | | Balanced braces | {{1}} | {{1 or {{1}}} | | Text around body variables | Hi {{1}}, your order is ready. | {{1}} your order is ready. |The body can't start or end with a variable.
Approval
Passing the checks doesn't guarantee approval. Meta still reviews the content.
- Approved: ready to send. It may show Active - Quality Pending at first.
- Rejected: read the reason, fix the template, and resubmit or appeal.
Common rejection reasons
- Variables out of order, like
{{1}},{{2}},{{4}}with no{{3}} - Too many variables for the amount of text
- Content that breaks WhatsApp Business or Commerce policies
- Asking for sensitive information
- Threatening, abusive, or prohibited content
- Character, length, or formatting problems
- A duplicate of another template's body and footer
Statuses
| Status | What it means | | --- | --- | | In Review | Still being reviewed. | | Rejected | Not approved. Read the reason. | | Active - Quality Pending | Approved and ready. Not enough feedback yet. | | Active - High Quality | Active with strong quality signals. | | Active - Medium Quality | Active, with some negative signals. Watch it. | | Active - Low Quality | Active, but at risk of being paused. | | Paused | Can't be sent right now because of quality issues. | | Disabled | Can't be sent. | | Appeal Requested | Waiting on an appeal decision. |
Approved templates let you start conversations, including outside the 24-hour customer service window. Send them to people who expect to hear from you.
Before contacting support
- Check every variable is numbered, like
{{1}}, with no extra or missing braces or characters. - Make sure the body doesn't start or end with a variable.
- Check the template's status.
- If it was rejected, read the reason.
- If quality is dropping, review how relevant your messages are.