In short: An approved template does not stay approved forever. If customers block it or report it, Meta pauses it and then disables it. Send only to customers who expect your messages, and keep each template in the right category.
Template statuses
| Status | What it means | Where you see it in Mumble |
|---|---|---|
| Pending | Meta is reviewing it, usually minutes and up to 24 hours | Pending tab |
| Approved | Ready to send | Approved tab |
| Rejected | Failed review, with a reason from Meta | Rejected tab |
| Paused | Low quality. Blocked for 3 hours, the second time for 6 hours | Not in any tab |
| Disabled | Paused too often. Cannot be restored | Not in any tab |
If an approved template disappears from the Approved tab, it was most likely paused or disabled by Meta.
Rules Meta enforces
- Name: lowercase English letters, numbers and underscores only, up to 30 characters, unique in the account.
- One language per template.
- Variables: numbered
{{1}},{{2}}in order, never at the very start or end of the text, and never side by side. - Links: use your own domain, not bit.ly or other short links.
- Marketing templates: add an opt-out button. See Opt-Out and Blacklist.
Categories
- Marketing: promotions, launches, surveys, re-engagement. The most expensive.
- Utility: an update about something the customer did, like an order or an appointment. No promotion at all.
- Authentication: one-time codes only.
One promotional sentence turns a Utility template into Marketing. Split it into two templates instead. Prices per category: Paying Meta and WhatsApp Messaging Costs.
Quality rating
Meta rates each number and template as High (green), Medium (yellow) or Low (red), based on the last 7 days. Blocks, spam reports and messages to people who did not opt in lower it. Low quality stops your messaging limit from growing and gets templates paused. More in WhatsApp Quality Rating.
Common questions
My template is pending for more than 24 hours
Wait up to 48 hours. If it still has not changed, contact Mumble support.
My template was rejected
Templates cannot be edited. Delete it and create a new one with the fix and a new name. See Message Template Rejected?.
My template was paused
Stop sending it for a day or two. Then send only to customers who opted in and engaged before. If it is disabled, create a new one with different wording.
The template is approved, but some messages fail
Meta limits how many marketing messages one person gets from all businesses (error 131049), and US (+1) numbers do not receive Marketing templates. Do not resend right away.