# Template Approval Process

> Understand WhatsApp's template approval workflow, template statuses, common rejection reasons, and tips for getting your templates approved quickly.

Source: https://edesy.in/docs/waflow/templates/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:

| Content Type | Correct Category |
|--------------|------------------|
| Sale announcement | Marketing |
| Order confirmation | Utility |
| Login OTP | Authentication |
| Newsletter | Marketing |
| Shipping update | Utility |
| Account verification | Authentication |

### 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:**
| Variable | Sample |
|----------|--------|
| `{{1}}` | Sarah |
| `{{2}}` | ORD-78432 |
| `{{3}}` | https://track.fedex.com/12345 |
| `{{4}}` | December 30, 2024 |

**Bad samples:**
| Variable | Sample |
|----------|--------|
| `{{1}}` | NAME |
| `{{2}}` | ORDER |
| `{{3}}` | URL |
| `{{4}}` | DATE |

### 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:

| Rejection Type | Correction Action |
|----------------|-------------------|
| Wrong category | Change to correct category |
| Policy violation | Remove or rewrite violating content |
| Poor samples | Add realistic sample values |
| Missing opt-out | Add unsubscribe instructions |
| URL issues | Fix or replace problematic URLs |

### 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

| Rating | Meaning | Action Needed |
|--------|---------|---------------|
| High | Users engaging positively | Continue using |
| Medium | Some negative signals | Monitor closely |
| Low | Significant user complaints | Improve or replace |

### 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](https://edesy.in/docs/waflow/templates) - Learn template fundamentals
- [Create a Template](https://edesy.in/docs/waflow/templates/create-template) - Build your first template
- [Create a Campaign](https://edesy.in/docs/waflow/campaigns/create-campaign) - Use approved templates