Template Approval Process

Every WhatsApp message template must be reviewed and approved by Meta (WhatsApp) before you can use it in campaigns. This guide explains the approval process, helps you understand template statuses, and provides tips to improve your approval rates.

Why Approval is Required

WhatsApp requires template approval to:

• Protect users from spam and unwanted messages
• Ensure quality of business communications
• Maintain trust in the WhatsApp platform
• Enforce policies around content and messaging
• Prevent abuse of the business messaging system

Note: This process applies to all businesses using WhatsApp Business API, not just Waflow users.

Template Lifecycle

Templates move through several states from creation to use:

┌─────────┐    ┌───────────┐    ┌──────────────┐    ┌──────────┐
│  Draft  │ -> │ Submitted │ -> │ Under Review │ -> │ Approved │
└─────────┘    └───────────┘    └──────────────┘    └──────────┘
                                        │
                                        v
                                  ┌──────────┐
                                  │ Rejected │
                                  └──────────┘

Template Statuses

Draft

What it means: Template is saved but not submitted to WhatsApp.

What you can do:

• Edit all template components
• Preview the template
• Delete the template
• Submit for approval when ready

In Waflow: Draft templates appear with a gray "Draft" badge.

Submitted / Pending

What it means: Template has been sent to WhatsApp for review.

What you can do:

• View the template (read-only)
• Cannot edit while under review
• Wait for approval decision

In Waflow: Pending templates show a yellow "Pending" badge.

Under Review

What it means: WhatsApp is actively reviewing your template.

Timeline:

• Most templates: 24-48 hours
• Complex templates: Up to 72 hours
• During high volume periods: May take longer

What you can do:

• Monitor status in Waflow
• Prepare your campaign while waiting

Approved

What it means: Template passed WhatsApp's review and is ready to use.

What you can do:

• Use in campaigns immediately
• Cannot edit approved templates
• Create variations by duplicating

In Waflow: Approved templates show a green "Approved" badge with a checkmark.

Tip: Once approved, you can start using the template right away in campaigns.

Rejected

What it means: Template did not pass WhatsApp's review.

What you can do:

• Review the rejection reason
• Create a new template with corrections
• Submit the corrected template for review

In Waflow: Rejected templates show a red "Rejected" badge with the rejection reason.

Paused

What it means: WhatsApp has temporarily disabled your template.

Why it happens:

• Low quality rating from user feedback
• Policy violations detected after approval
• Unusual usage patterns

What you can do:

• Review quality metrics
• Improve template content
• Contact support if needed

Disabled

What it means: Template has been permanently disabled.

Why it happens:

• Repeated policy violations
• Serious content issues
• Abuse detection

What you can do:

• Create a compliant replacement template
• Review WhatsApp policies
• Avoid similar content in future templates

Common Rejection Reasons

Understanding why templates get rejected helps you create better templates from the start.

Content Policy Violations

Reason: Content violates WhatsApp Commerce or Business Policy

Examples:

• Promoting prohibited products (weapons, drugs, tobacco)
• Adult or explicit content
• Gambling promotions
• Cryptocurrency or forex trading
• Multi-level marketing (MLM)

Solution: Review WhatsApp's Commerce Policy and ensure your content complies.

Incorrect Category Selection

Reason: Template content doesn't match the selected category

Examples:

• Marketing content submitted as "Utility"
• Promotional offers marked as "Authentication"
• OTP template categorized as "Marketing"

Solution: Choose the category that matches your actual content:

• Marketing: Promotions, offers, newsletters
• Utility: Transactional updates, confirmations
• Authentication: OTPs and verification codes

Missing or Incorrect Sample Content

Reason: Sample values don't clearly demonstrate template usage

Examples:

• Using "XXX" or "test" as sample values
• Sample values that don't make sense in context
• Missing sample values for variables

Solution: Provide realistic sample values that show exactly how the message will appear.

Potentially Abusive Content

Reason: Template could be used for spam or harassment

Examples:

• Vague messages that could apply to any context
• Threatening or aggressive language
• Content requesting sensitive information

Solution: Be specific about the purpose and use professional, helpful language.

Formatting Issues

Reason: Template has technical formatting problems

Examples:

• Variable syntax errors (e.g., {1} instead of {{1}})
• Exceeding character limits
• Invalid characters in template name

Solution: Double-check all formatting and stay within limits.

Language Mismatch

Reason: Content language doesn't match selected language

Examples:

• English content with Hindi language selected
• Mixed languages in the same template
• Transliterated content (English words in Hindi script)

Solution: Ensure all content is in the declared language.

Missing Opt-Out Information

Reason: Marketing templates without unsubscribe option

Examples:

• No mention of how to opt out
• Missing STOP instructions

Solution: Include opt-out instructions in footer or body for marketing templates.

URL Issues

Reason: Problems with URLs in the template

Examples:

• Broken or inaccessible URLs
• URL shorteners (bit.ly, tinyurl)
• Suspicious or misleading URLs

Solution: Use direct, working URLs from your verified domain.

Tips for Getting Approved

Follow these best practices to improve your approval rates:

1. Choose the Right Category

Match your content to the appropriate category:

2. Write Clear, Specific Content

Do:

Hi {{1}},

Your order #{{2}} has been shipped via FedEx.
Track your delivery: {{3}}

Expected delivery: {{4}}

Don't:

Hi {{1}},

We have an update for you.
Click here: {{2}}

3. Provide Quality Sample Values

Good samples:

Bad samples:

4. Include Opt-Out for Marketing

Always add unsubscribe instructions for marketing templates:

In footer:

Reply STOP to unsubscribe

In body:

Don't want these updates? Reply STOP to opt out.

5. Use Your Verified Domain

For URL buttons and links:

• Use your primary business domain
• Avoid URL shorteners
• Ensure URLs are accessible

6. Avoid Prohibited Content

Never include:

• References to prohibited products
• Competitor mentions
• Misleading claims
• Pressure tactics
• Threatening language

7. Keep It Professional

• Use proper grammar and spelling
• Avoid ALL CAPS (except acronyms)
• Don't use excessive punctuation!!!
• Maintain a helpful, professional tone

8. Be Patient and Consistent

• Allow 24-48 hours for review
• Don't submit the same template multiple times
• Make meaningful changes if resubmitting

Re-submitting Rejected Templates

When a template is rejected, follow these steps:

Step 1: Understand the Rejection

1. Open the rejected template in Waflow
2. Read the rejection reason carefully
3. Note any specific issues mentioned

Step 2: Create a New Template

You cannot edit rejected templates. Instead:

1. Click Duplicate Template
2. Modify the name (add version number: order_update_v2)
3. Address the rejection reason
4. Review all other content for potential issues

Step 3: Make Corrections

Based on the rejection reason:

Step 4: Submit Again

1. Review the entire template
2. Verify sample values are complete
3. Preview the template
4. Submit for approval

Warning: Repeatedly submitting non-compliant templates may affect your account standing.

Quality Rating and Template Health

After approval, templates receive quality ratings based on user feedback.

Quality Indicators

What Affects Quality

Positive signals:

• High open rates
• Replies and engagement
• Continued conversation

Negative signals:

• Users reporting spam
• Blocking your number
• Low engagement rates

Maintaining Quality

1. Send relevant content: Only message users who expect to hear from you
2. Respect frequency: Don't over-message the same users
3. Honor opt-outs: Remove users who unsubscribe immediately
4. Segment properly: Send targeted content to appropriate audiences

Approval Timeline Tips

Speed Up Approvals

• Submit templates during business hours (PST)
• Avoid submitting many templates at once
• Ensure all fields are complete
• Use clear, simple language

Plan Ahead

• Submit templates 3-5 days before needed
• Have backup templates ready
• Don't wait until the last minute for campaigns

During High-Volume Periods

Holiday seasons and events may slow approvals:

• Submit earlier than usual
• Prepare templates in advance
• Have approved alternatives ready

Monitoring Template Status

In Waflow

1. Go to Templates in your workspace
2. View status badges on each template
3. Click a template for detailed status information
4. Check the "History" tab for status changes

Email Notifications

Waflow sends notifications when:

• Template is approved
• Template is rejected
• Template quality changes
• Template is paused or disabled

API Status Checks

If using the API, check template status programmatically:

GET /api/templates/{id}/status

Next Steps

• Templates Overview - Learn template fundamentals
• Create a Template - Build your first template
• Create a Campaign - Use approved templates