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This guide covers everything you need to know about WhatsApp message template approval timelines, guidelines, and best practices to ensure successful template creation.

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Approval Timeframes

Meta employs automated AI combined with human review for template approvals. While official guidance permits approvals within 24 hours, most templates process much faster.
ScenarioEstimated TimeContext
Standard Approval1-5 MinutesWell-structured templates approved nearly instantly
Complex/Flagged1-24 HoursAI-detected ambiguous content routed for human review
Re-SubmissionUp to 24 HoursRejected templates or category changes require verification
Pro Tip: Plan your campaigns at least 24 hours in advance to account for potential review delays.

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Template Categories Overview

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1. Utility Templates

Utility Templates

Purpose: Facilitate specific, agreed transactions or updates
Common Use Cases:
  • Order confirmations
  • Shipping updates
  • Account balance alerts
  • Appointment reminders
Utility templates must exclude upsells, warm-up messages, and promotional language.
Approval Speed: Minutes if variables are clear (e.g., {{1}} for order ID)

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2. Marketing Templates

Marketing Templates

Purpose: Promote products, services, and brand awareness
Common Use Cases:
  • Discount offers
  • Newsletters
  • Abandoned cart recovery
  • Welcome series
Marketing templates undergo stricter scrutiny regarding consent and content quality.

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Constraints & Requirements for Successful Approval

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Content & Formatting

Always provide sample values for variables.Example: {{1}} = “John”Unclear variables without samples will trigger rejection.
Errors in grammar or spelling result in automatic rejection as “low quality” content.Always proofread your templates before submission.

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Policy Compliance

Blending utility and marketing content in a single template causes rejection.Keep your template purpose clear and consistent.
Avoid:
  • Sensitive identifiers (financial data, health information)
  • Threatening or coercive language
  • Content that violates WhatsApp policies
Meta may auto-detect and change miscategorized templates.You have 60 days to appeal this change if you disagree with the recategorization.

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Understanding Template Statuses

StatusIconDescription
Pending🟡Currently under Meta review
Approved🟢Ready to send to customers
Rejected🔴Failed review; check dashboard for reason
Paused⏸️Flagged for low quality (high block rates); cannot send until quality improves
If your template is Paused, review your message content and sending practices. High block rates indicate recipients are marking your messages as spam.

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Best Practices Summary

1

Plan Ahead

Allow at least 24 hours minimum for template approvals before campaigns.
2

Clear Variables

Provide clear sample values for all variables to avoid rejection.
3

Quality Content

Maintain proper grammar and spelling standards throughout.
4

Use Buttons

Use WhatsApp button features instead of link shorteners in text.
5

Accurate Categories

Keep category assignments accurate and consistent with content.
6

Monitor Quality

Track quality scores to prevent your templates from being paused.

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Need Help?

If you have any questions or need further assistance, feel free to reach out to us at [email protected]. We’re happy to help!