WhatsApp requires all business-initiated **messages sent outside the 24-hour messaging window** to use [pre-approved templates](https://www.infobip.com/docs/whatsapp/message-types-and-templates/message-templates). To ensure high delivery rates and avoid penalties, your templates must comply with WhatsApp's official guidelines and best practices.

This page covers the rules you must follow, what may cause rejection, and how to ensure your templates remain active and effective.

NOTE
If your WhatsApp Business Account (WABA) or sender gets banned, refer to our [Banned or disabled WhatsApp Business Account](https://www.infobip.com/docs/whatsapp/get-started/sender-registration#banned-or-disabled-whatsapp-business-account-or-sender) or sender section for more information and escalation steps.

## Template approval and quality

To initiate conversations with users outside the session windows, use only registered [message templates](https://www.infobip.com/docs/whatsapp/message-types-and-templates/message-templates). You can register templates in the [Senders](https://portal.infobip.com/channels-and-numbers/channels/whatsapp/senders) section of the web interface or through the [Create a WhatsApp template](https://www.infobip.com/docs/api/channels/whatsapp/whatsapp-service-management/create-whatsapp-template) API request.

Meta reviews and approves all templates before use. Approval is usually immediate if your business is verified, but may take up to 24 hours otherwise. Once approved, a template receives one of several status levels that define its quality and eligibility for sending

### Template statuses [#template-statuses-template-approval-and-quality]

Template statuses show Meta's review outcome, quality rating, and whether the template can be used for sending.

| Status | Description | Sendable |
| --- | --- | --- |
| **In review** | Template under Meta review | ❌ No |
| **Rejected** | Did not meet policy or formatting rules | ❌ No |
| **Active - Quality pending** | Approved, awaiting engagement feedback | ✅ Yes |
| **Active - High quality** | Positive feedback, low complaint rate | ✅ Yes |
| **Active - Medium quality** | Some negative feedback, may risk pause | ✅ Yes |
| **Active - Low quality** | Frequent negative feedback, at risk of pause | ⚠️ Yes (limited) |
| **Paused** | Automatically paused due to low quality | ❌ No |
| **Disabled** | Permanently blocked for repeated violations | ❌ No |
| **Appeal requested** | Under Meta appeal review | ⚙️ Pending |

### Template quality rating [#template-quality-rating-template-approval-and-quality]

Every approved message template receives a quality rating based on usage, customer feedback, and engagement.

The rating appears whenever a template has an **Active** status and is displayed after the hyphen in the status name:
- **Active – Quality pending** (highlighted in green)
- **Active – High quality** (highlighted in green)
- **Active – Medium quality** (highlighted in yellow)
- **Active – Low quality** (highlighted in red)

Templates start with a **Quality pending** rating. As user feedback is collected, Meta may update the quality rating to reflect performance.
If a template repeatedly receives negative feedback or low engagement, its rating may drop and eventually cause a status change (for example, from **Active** to **Paused**).

As long as a template remains in an **Active** status, regardless of its quality rating, it can still be sent to users. However, once its status changes to any other state (such as **Paused** or **Disabled**), it cannot be sent until reactivated.

## Template quality control

Meta continuously monitors message template performance using metrics such as block rates, spam reports, and engagement levels. Based on these results, templates may be paced or paused to protect sender reputation and maintain high message quality.

### Template pacing [#template-pacing-template-quality-control]

Template pacing helps maintain message quality and protect sender reputation by allowing time for customer feedback before a template is sent at scale.

Pacing applies to both marketing and utility templates.
Newly created templates, unpaused templates, or those without an **Active – High quality** rating may all be subject to pacing.

When pacing is active, messages are delivered normally until Meta’s quality threshold is reached. After that point, delivery slows or pauses temporarily while customer feedback is reviewed.
If feedback is positive, message delivery resumes automatically. If negative feedback persists, the template pauses.

Utility templates are subject to pacing only if a utility template was previously paused. After such an event, newly created, unpaused, or low-quality utility templates may be paced for up to seven days.

### Business portfolio pacing [#business-portfolio-pacing-template-quality-control]

Business portfolio pacing is a mechanism Meta uses to control large-scale template messaging campaigns across an entire business portfolio. Unlike [template pacing](https://www.infobip.com/docs/whatsapp/compliance/template-compliance#template-pacing-template-quality-control), which applies to individual templates, business portfolio pacing affects all phone numbers under the same business portfolio.

To protect users from spam and maintain message quality, instead of sending all messages immediately, Meta may:

- Send messages in batches
- Monitor user feedback
- Release or stop the remaining campaign messages based on quality signals

Portfolio pacing applies to business portfolios that meet any of the following conditions:

- The portfolio sends large volumes of template messages in a short period.
- The portfolio has limited messaging history. This means it has sent fewer than 500,000 template messages across all business phone numbers during a rolling 365-day period.
- Meta detects risk signals, such as:
  - High block rates
  - Spam reports
  - Potential [WhatsApp Business Messaging Policy](https://business.whatsapp.com/policy) or [WhatsApp Messaging Guidelines](https://www.whatsapp.com/legal/messaging-guidelines/) violations.

If business portfolio pacing is triggered:

1. An initial small group of messages is delivered.
2. The remaining messages are held for quality review.
3. Meta delivers held messages in batches, monitoring user feedback before each release.

Meta evaluates the following signals to determine whether to continue delivery:

- Replies
- Message blocks
- Spam reports
- Levels of user engagement

Positive feedback leads to continued message delivery. If feedback signals suspicious activity, Meta drops all remaining held messages and the portfolio is then blocked from sending or creating templates while Meta conducts a further review. If the activity violates Meta's policies, the portfolio may be fully disabled.

### Template pausing [#template-pausing-template-quality-control]

If a template continues to receive negative feedback or high complaint rates, Meta automatically pauses it. During a pause, the template cannot be sent to users until its status returns to **Active**. Pausing durations increase with repeated quality issues:
- First pause: **3 hours**
- Second pause: **6 hours**
- Third pause: **Permanently disabled**

Paused templates cannot be sent until their status returns to **Active**. Once unpaused, template quality resets based on the most recent feedback. Repeated low-quality performance may lead to template removal, account restrictions, or permanent WhatsApp Business Account (WABA) deactivation.

If a template consistently receives negative feedback (for example, blocks, reports), WhatsApp may pause it automatically to protect user experience.

If your template is paused, you will be notified by WhatsApp Manager notification, email, and webhook (if you are subscribed to the [template update webhook](https://www.infobip.com/docs/whatsapp/whatsapp-over-api#event-subscription-message-templates)).

During the pause, you can:
- **Resolve the issues**: Go to WhatsApp Business Manager to resolve the issues or contact [Support](https://www.infobip.com/contact).
- **Edit the template content**: If the content may be perceived as spam or phishing, edit it to remove potentially sensitive words.
- **Reshape the target audience**: Adjust the audience if the content is relevant only to a specific group, such as a loyalty program, to avoid reaching unintended recipients.

  IMPORTANT
Any changes you make to the template will go live within two minutes, allowing immediate use without waiting for the three-hour period to end. Meta will continue to track the block rate for the updated template.

- **Do nothing**: The template will go live again after the pause period. However, frequent use of low-quality templates that have been paused may impact the [template quality rating](https://www.infobip.com/docs/whatsapp/compliance/template-compliance#template-quality-rating-template-approval-and-quality), ultimately reduce the [messaging limit](https://www.infobip.com/docs/whatsapp/manage-integration#messaging-limits), or permanently disable the template.

## Formatting requirements

Ensure that your templates are correctly formatted to pass validation.

Do
- Use lowercase alphanumeric template names (`invoice_reminder_1`).
- Use paired curly brackets for parameters: `{{1}}`, `{{2}}`.
- Start placeholders with `{{1}}` and increase sequentially.

Do not
- Use spaces or special characters in names.
- Leave unmatched brackets or skip index numbers.
- Start or end the message with a placeholder or a newline character.
- Use excessive variable placeholders relative to message length, including adjacent placeholders like `{{1}}` `{{2}}`.
- Include emojis, markup, or newline characters in headers or footers.

## Content restrictions

Templates are rejected if they contain:
- **Misleading or spam-like content**
  - If Meta detects spam content, it may lock or disable your WhatsApp Business Account (WABA).
- **Abusive or threatening language**
- **Content that violates** [WhatsApp's Commercial policy](https://business.whatsapp.com/policy) (for example, illegal goods or pricing misrepresentation)
- **Requests for sensitive identifiers**, such as full credit card numbers, bank details or government IDs
  - Requesting partial identifiers (for example, last four digits of a card) is acceptable.

**Duplicate templates** with identical body or footer text are **automatically rejected**, except when categorized as an **authentication templates**.

## Template categories

Message templates are grouped into categories that define their purpose and determine how Meta evaluates them for compliance. Those categories are: **Marketing**, **Utility**, and, **Authentication**.

The selected category affects approval and compliance. Meta reviews each template during registration and may automatically reclassify it if it does not follow category guidelines. Choosing the correct category is important because it ensures approval and uninterrupted message delivery.

| Category | Purpose | Typical use cases | Example |
| --- | --- | --- | --- |
| **Marketing** | To promote products, services, or engagement.These templates may include promotional, awareness, or retention content and can re-engage customers or drive sales. | Announcements or event invitationsPromotional offers and campaignsSubscription renewal reminders with incentivesPersonalized greetings or celebrations | *Your cart is waiting! Complete your order today for `{{discount}}`% off.* |
| **Utility** | To provide non-promotional updates related to a specific customer action or request.These templates confirm, update, or inform users about their orders, payments, or accounts. | Order confirmations, updates, or cancellationsPayment or refund notificationsAccount or service alertsFeedback surveys related to completed transactions | *Your order `{{order_number}}` has shipped. Tracking ID: `{{tracking_ID}}`.* |
| **Authentication** | To verify a user's identity using a one-time passcode (OTP).These are the most restrictive templates and cannot include URLs, media, emojis, or promotional content. | Account verification or sign-upPassword reset or recoveryTransaction or identity confirmation | *`{{1}}` is your verification code. Do not share it.* |

For more information on template categories, refer to [Message type overview](https://www.infobip.com/docs/whatsapp/message-types-and-templates#message-type-overview).

### Category rules [#category-rules-template-categories]

Meta evaluates each message template based on its purpose and content. The following rules define how templates are categorized and what restrictions apply. Choosing the right category during creation helps prevent reclassification or rejection later.

- Templates that combine **promotional** and **transactional content** are always classified as **marketing**.
- Templates with **generic** or **unclear content** (for example, `{{1}}` or "Congratulations!") are automatically classified as **marketing**.
- **Utility templates** must relate to a **user-initiated action** or **request**.
- **Authentication templates** cannot include media, URLs, emojis, or variables longer than **15 characters**.

IMPORTANT
To remain compliant, **utility templates** must be entirely **non-promotional** and directly tied to a **user-initiated action**, **transaction**, or **service**. Templates that contain persuasive language, renewal reminders with incentives, or general surveys without a clear user context are automatically reclassified as **marketing**. If **repeated miscategorization** is detected, Meta may issue warnings, apply temporary restrictions, or **reclassify all existing utility templates** as **marketing** without prior notice.

### Automatic category updates [#automatic-category-updates-template-categories]

Meta continuously reviews approved templates to ensure they remain correctly categorized.

- **Utility templates** with promotional intent are automatically reclassified as **marketing**.
- **Marketing** or **utility templates** with authentication content are **rejected**.
- **Repeated miscategorization** can lead to **temporary restrictions** on creating or reviewing new utility templates.

## Template usage best practices

Follow these guidelines to make your message templates clear, compliant, and effective.

| Area | Best practice |
| --- | --- |
| **Content clarity** | State the purpose of your message clearly.Use descriptive template names and avoid internal codes or IDs.Identify your business in every message.Provide a reason for contact, especially when reopening a conversation outside the 24-hour session.Keep messages concise and relevant.Avoid generic or open-ended greetings.Encourage user interaction where appropriate. |
| **Tone** | Use an informative, respectful, and natural tone.Avoid legal or complex phrasing.Refrain from adding pressure or urgency tactics. |
| **Personalization** | Use placeholders to make messages contextual.Tailor messages to the recipients and their recent activity.Ensure placeholders improve clarity and flow. |
| **Timing** | Avoid sending multiple messages to the same user within a short period.Align message timing with user activity, requests, or known preferences. |
| **Compliance** | Always follow [WhatsApp Business Messaging Policy](https://business.whatsapp.com/policy) and [WhatsApp Business Terms of Service](https://www.whatsapp.com/legal/business-terms/).Avoid misleading, spam-like, or unrelated content that does not align with the user's [opt-in purpose](https://www.infobip.com/docs/whatsapp/compliance/user-opt-ins). |

✅ Good example
-  _Hello `{{1}}`, your invoice `{{2}}` is due on `{{3}}`_.

❌ Avoid
- _Hello `{{1}}`, here is `{{2}}`_.

## If your template is rejected or reclassified

If your template follows all the rules but is rejected or re-categorized incorrectly:

1. Contact  [Support](https://www.infobip.com/contact).
2. Provide:
   - Account name
   - Template name
   - Example values for each placeholder
   - Sample media (if applicable)