Approval Timeframes
Meta uses a combination of automated AI and human review processes. While official guidelines state approvals can take up to 24 hours, most templates are processed much faster.
Scenario | Estimated Time | Context |
Standard Approval | 1 - 5 Minutes | Most well-structured templates are approved almost instantly by Meta's automated systems. |
Complex / Flagged | 1 - 24 Hours | If the AI detects ambiguous content or potential policy violations, the template is routed for human review. |
Re-Submission | Up to 24 Hours | Reappealing a rejected template or category change often requires manual verification. |
Pro Tip: Plan your campaigns at least 24 hours in advance to account for potential review delays.
Template Categories Overview
Ensure you select the correct category to avoid rejection or "mis-categorisation" penalties.
1. Utility Templates
Purpose: Facilitate a specific, agreed-upon transaction or update.
Use Cases: Order confirmations, shipping updates, account balance alerts, appointment reminders.
Constraint: Must not contain any upsell, vague introductory "warm-up" messages, or promotional language.
Approval Expectation: Generally faster (minutes) if variables are clear (e.g.,
{{1}}for order ID).
2. Marketing Templates
Purpose: Promote products, services, or brand awareness.
Use Cases: Discount offers, newsletters, abandoned cart recovery, welcome series.
Constraint: Flexible content, but strictly monitored for "spammy" language or policy violations.
Approval Expectation: Subject to stricter scrutiny regarding user consent and content quality.
Constraints & Requirements for Successful Approval
To ensure your templates are approved without delay, adhere to these Meta constraints:
Content & Formatting
Variable Parameters: Always provide samples for your variables (e.g.,
{{1}}= "John"). Meta rejects templates with unclear variables.Grammar & Spelling: Templates with spelling errors or poor grammar are automatically rejected as "low quality."
Link Shorteners: Do not use generic link shorteners (like bit.ly) in the body text; they obscure the destination URL and trigger security flags. Use the specific "Button" feature for links.
Policy Compliance
No Mixed Categories: Do not blend Utility and Marketing. Example: "Your order #123 is confirmed. Check out our new arrivals!" — This will be rejected as a Utility template.
Restricted Content: Avoid requesting sensitive identifiers (credit card numbers, full distinct ID numbers) or using threatening or scammy languages (e.g., "Pay now or legal action will be taken").
Category Consistency: If Meta’s system detects that your "Utility" template is actually "Marketing," they will auto-update the category. You have 60 days to appeal this change if you disagree.
Understanding Template Statuses
Pending: The template is currently under review by Meta.
Approved: The template is approved and ready to send.
Rejected: The template failed review. Check the "Reason" provided in the dashboard (e.g., "Promotional content in Utility").
Paused: The template has been flagged for low quality (high block rates from users). You cannot send it until the quality score improves.