> ## Documentation Index
> Fetch the complete documentation index at: https://help.eazybe.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Guideline

> Template approval timelines, guidelines and best practices for WhatsApp message templates

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

## 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.

| Scenario              | Estimated Time | Context                                                     |
| --------------------- | -------------- | ----------------------------------------------------------- |
| **Standard Approval** | 1-5 Minutes    | Well-structured templates approved nearly instantly         |
| **Complex/Flagged**   | 1-24 Hours     | AI-detected ambiguous content routed for human review       |
| **Re-Submission**     | Up to 24 Hours | Rejected templates or category changes require verification |

<Tip>
  **Pro Tip:** Plan your campaigns at least 24 hours in advance to account for potential review delays.
</Tip>

## Template Categories Overview

### 1. Utility Templates

<Card title="Utility Templates" icon="bell">
  **Purpose:** Facilitate specific, agreed transactions or updates
</Card>

**Common Use Cases:**

* Order confirmations
* Shipping updates
* Account balance alerts
* Appointment reminders

<Warning>
  Utility templates must **exclude** upsells, warm-up messages, and promotional language.
</Warning>

**Approval Speed:** Minutes if variables are clear (e.g., `{{1}}` for order ID)

### 2. Marketing Templates

<Card title="Marketing Templates" icon="bullhorn">
  **Purpose:** Promote products, services, and brand awareness
</Card>

**Common Use Cases:**

* Discount offers
* Newsletters
* Abandoned cart recovery
* Welcome series

<Info>
  Marketing templates undergo stricter scrutiny regarding consent and content quality.
</Info>

## Constraints & Requirements for Successful Approval

### Content & Formatting

<AccordionGroup>
  <Accordion title="Variables" icon="code">
    Always provide sample values for variables.

    **Example:** `{{1}}` = "John"

    Unclear variables without samples will trigger rejection.
  </Accordion>

  <Accordion title="Grammar & Spelling" icon="spell-check">
    Errors in grammar or spelling result in automatic rejection as "low quality" content.

    Always proofread your templates before submission.
  </Accordion>

  <Accordion title="Link Shorteners" icon="link">
    **Do not use** generic link shorteners (like bit.ly) in the body text.

    They obscure the destination URL and trigger security flags.

    <Tip>
      Use WhatsApp's built-in button features instead of embedding shortened links in text.
    </Tip>
  </Accordion>
</AccordionGroup>

### Policy Compliance

<AccordionGroup>
  <Accordion title="No Mixed Categories" icon="layer-group">
    Blending utility and marketing content in a single template causes rejection.

    Keep your template purpose clear and consistent.
  </Accordion>

  <Accordion title="Restricted Content" icon="ban">
    Avoid:

    * Sensitive identifiers (financial data, health information)
    * Threatening or coercive language
    * Content that violates WhatsApp policies
  </Accordion>

  <Accordion title="Category Consistency" icon="tags">
    Meta may auto-detect and change miscategorized templates.

    You have **60 days to appeal** this change if you disagree with the recategorization.
  </Accordion>
</AccordionGroup>

## Understanding Template Statuses

| Status       | Icon | Description                                                                    |
| ------------ | ---- | ------------------------------------------------------------------------------ |
| **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 |

<Warning>
  If your template is **Paused**, review your message content and sending practices. High block rates indicate recipients are marking your messages as spam.
</Warning>

## Best Practices Summary

<Steps>
  <Step title="Plan Ahead">
    Allow at least 24 hours minimum for template approvals before campaigns.
  </Step>

  <Step title="Clear Variables">
    Provide clear sample values for all variables to avoid rejection.
  </Step>

  <Step title="Quality Content">
    Maintain proper grammar and spelling standards throughout.
  </Step>

  <Step title="Use Buttons">
    Use WhatsApp button features instead of link shorteners in text.
  </Step>

  <Step title="Accurate Categories">
    Keep category assignments accurate and consistent with content.
  </Step>

  <Step title="Monitor Quality">
    Track quality scores to prevent your templates from being paused.
  </Step>
</Steps>

## Need Help?

If you have any questions or need further assistance, feel free to reach out to us at [hey@eazybe.com](mailto:hey@eazybe.com). We're happy to help!