A WhatsApp message template is a pre-approved message format used for various communication purposes such as marketing, utility, and authentication. These templates ensure that your messaging is genuine, professional, and valuable to your users. By employing these templates, you can effectively nurture and convert leads into deals, build your brand, enhance customer engagement, and boost your team’s productivity and efficiency.
For businesses with a verified WhatsApp Business account, the capacity to create up to 6,000 templates is available. Unverified accounts, however, are limited to creating up to 250 templates.
WhatsApp Template Approval Process #
Once you’ve drafted a message template using the Business Management API or WhatsApp Business Manager, the next step is to submit it for approval. Here’s a comprehensive overview of how the approval process works and what each status indicates:
1. Submission and Approval Timeline #
- Submission: After creating a template, you can submit it for approval.
- Review Period: Approval can take up to 24 hours. WhatsApp will keep you updated on the status of your template.
2. Template Statuses #
In-Review
- Definition: The template is currently under review by WhatsApp.
Rejected
- Definition: The template did not pass the review process or violated WhatsApp’s business policy.
Active – Quality Pending
- Definition: The template is approved and can be sent to customers. It is awaiting feedback and engagement data to determine its quality.
Active – High Quality
- Definition: The template is fully approved and ready for broader use. It has received minimal to no negative feedback from customers.
Active – Medium Quality
- Definition: The template is in use but has received some negative feedback and low read rates. It can still be sent, but improvements may be needed.
Active – Low Quality
- Definition: The template has received significant negative feedback and may be at risk of being paused or disabled. It is advised to address issues to prevent further complications.
Paused
- Definition: The template has been paused and cannot be sent due to recurring negative feedback.
Disabled
- Definition: The template is disabled and cannot be sent at all due to persistent negative feedback.
Appeal Requested
- Definition: You have requested a review or appeal for a template that has been rejected or is facing issues.
3. Using Approved Templates #
- Active Status: Approved templates move to the ‘Active – Quality Pending’ status, allowing you to use them immediately.
- Ongoing Monitoring: Even after approval, the template’s status may change based on customer feedback and engagement. Continuous negative feedback may lead to the template being paused or disabled.
4. Recommendations #
- Monitor Feedback: Regularly review the performance and feedback on your templates to ensure they maintain a good status.
- Address Issues Promptly: If a template receives negative feedback, make necessary adjustments to improve its quality and prevent it from being paused or disabled.
To ensure your WhatsApp templates are approved, it’s important to stay within the character limits. Exceeding these limits may lead to rejection.
5.Template Character Limits #
Header #
- Text: Up to 60 characters
- Caption (for media): Up to 256 characters
Body #
- Media templates: Up to 1024 characters
- Standard templates: Up to 4096 characters
- When submitting a template for approval, the body is restricted to 1024 characters ({{n}} counts as 1 character)
Footer #
- Up to 60 characters
Buttons #
- Button text: Up to 20 characters
- Quick reply payload: Up to 256 characters
Make sure your templates follow these limits to avoid approval delays.
By understanding these statuses and recommendations, you can effectively manage your WhatsApp message templates and maintain a positive engagement with your customers.