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Template approval process

When you submit a template via Reepli, it goes to Meta for review. This review is required before any production use: as long as the status is not Approved, the template cannot be sent in a campaign or used in a conversation outside the 24-hour window.

This article details the journey, the statuses, the typical reasons for rejection, and how to fix them.

Meta template approval statuses
Meta template approval statuses

The review cycle​

Here are the main steps:

  1. You create the template in Reepli.
  2. Reepli forwards it to Meta for review.
  3. The status switches to Pending.
  4. Meta reviews it (automatic + manual depending on the category).
  5. The status switches to Approved, Rejected, or Paused.

The status is synced in real time in Reepli — you see it on the templates admin page.

Typical timeframes​

CaseTypical timeframe
Standard Utility / AuthenticationA few minutes to 1 hour
Simple Marketing1 to 24 hours
Complex Marketing (buttons, media)Up to 48 hours
First submission on a new accountUp to 72 hours
Resubmission after editing1 to 24 hours

The majority of templates go through an automated system. Marketing templates with sensitive promotional content trigger a human review, which takes longer.

Possible statuses​

StatusMeaningAction
PendingReview in progressWait
ApprovedApproved, usableNone
RejectedRejectedRead the reason, fix it, resubmit
PausedTemporarily paused (insufficient quality)Check the reports and wait
DisabledPermanently disabledRecreate a template with a different name

Meta's evaluation criteria​

1. Content compliance​

The content must comply with WhatsApp's and Meta's commercial policies:

  • No illegal, fraudulent, or misleading content.
  • No discriminatory or offensive speech.
  • No promotion of regulated substances (alcohol, tobacco, medications) without explicit local legal grounds.
  • No false promises ("You've won €10,000").

2. Correct category​

If the content is…Expected category
A confirmation, a reminder, a transactional updateUtility
An OTP code or a verificationAuthentication
A promo, an offer, an engagement messageMarketing

3. Editorial quality​

  • Correct grammar and spelling.
  • Variables with concrete examples (not generic ones).
  • Clear purpose, value for the recipient.

4. Format​

  • Character limits respected (body 1024, header 60, footer 60).
  • Buttons consistent with the content.
  • URLs pointing to legitimate pages (no bit.ly shorteners).
  • Appropriate media.

Common reasons for rejection​

Prohibited content​

ProblemExampleFix
Threat or intimidation"If you don't pay, we will take action"Rephrase in a neutral way
Misleading"You've won €10,000"No false promises
Spam or repetitiveThe same templates with minor variationsCreate a single clean template
Prohibited productsPrescription medicationsCheck Meta's prohibited list

Category​

ProblemSolution
Marketing submitted as UtilitySwitch it back to Marketing
Mixing transaction + promoSplit into two templates

Technical​

ProblemSolution
Malformed variables ({1} instead of {{1}})Use double curly braces
Missing examples for variablesAdd concrete values
Too many variables, not enough fixed textAdd context around them
Special characters in the nameStick to [a-z0-9_]

Wording​

ProblemSolution
Text too vague ("Bonjour {{1}}, click here")Clearly explain the purpose
Shortened URLUse the full URL
No contextIdentify the company and the reason at the start of the message

Fix a rejected template​

Step 1 — Read the reason​

  1. Go to the templates admin page.
  2. Locate the template with the Rejected status.
  3. Click it to see the reason returned by Meta.

Step 2 — Fix it​

Depending on the reason:

  • Wrong category → change it (Utility ↔ Marketing).
  • Non-compliant content → rephrase.
  • Technical issue → fix the syntax of the variables or buttons.
  • Lack of clarity → add explicit context.

Step 3 — Resubmit​

  1. Update the content.
  2. Check the preview.
  3. Click Submit for approval.
Recreate rather than replay

If a template is rejected several times despite your fixes, create a new template with a different name rather than continuing to edit the old one. Templates with a history of multiple rejections are reviewed more harshly.

Template quality​

Once approved, a template has a quality that evolves based on user feedback:

LevelIndicatorMeaning
HighGreenWell-received template, few reports
MediumYellowSome reports — to monitor
LowRedMany reports — risk of being paused

Factors​

  • Reports from recipients (Report as spam in WhatsApp).
  • Blocks (the contact blocks your number).
  • Read rate (low = uninteresting template).
  • Opt-out rate ("STOP" replies, clicks on the unsubscribe button).

Consequences of low quality​

  1. Automatic pause of the template (6 hours).
  2. In case of repeat issues, permanent deactivation.
  3. Your account quality as a whole can drop to red, which temporarily blocks marketing sends.

See Messaging limits for the full quality mechanics.

Best practices to get approved quickly​

  1. Be explicit — start by identifying your company and the purpose of the message clearly.
  2. Categorize correctly — Utility for transactional, Marketing for promo. No tricks.
  3. Variables with concrete examples — {{1}} = "Marie", {{2}} = "45,90 €". Not "first name" or "amount".
  4. Include a STOP option in Marketing — a quick reply button or a footer line.
  5. Test your URLs — a broken link in a button gets the entire template rejected.
  6. No false urgency — "LAST CHANCE!!" repeated is flagged as spam and rejected.

FAQ​

Q: Can I use a pending template? No. As long as the status is not Approved, the send will be rejected.

Q: How many templates can I submit? No strict limit, but Meta restricts submissions if too many templates are rejected in a short time.

Q: Can an approved template be deactivated? Yes. If too many reports come in, Meta pauses or deactivates it.

Q: Can I appeal a rejection? Not directly via Reepli. Edit and resubmit. For a contentious case, Reepli support can escalate to Meta in exceptional cases.

Next steps​

Need help?

If a template is rejected and the reason isn't clear, support can help you identify the issue. Chat in the bottom right of dashboard.reepli.ai or email [email protected].