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WhatsApp Template Statuses and Best Practices

WhatsApp templates in Stack are essential for initiating marketing, utility, and authentication conversations with your customers. Unlike free-form messages, these templates allow you to reach out to customers who haven't contacted you recently or within the last 24 hours.

To use these templates, they must first be approved. Be aware that templates can be automatically disabled based on customer feedback and engagement. If a template is disabled, it cannot be used until its quality rating improves or it complies with our business and commerce policies.

Table of Contents​

Approval Process​

After creating a template, it must go through an approval process, which typically takes up to 24 hours. If approved, the template's status will be "Active - Quality pending," allowing you to start using it. If rejected, you can edit and resubmit it for approval or appeal the decision.

How to Create a Template​

When submitting templates, it's important to include sample variable values to see how the template will appear to customers. You can add these samples during the template creation process.

Common Template Rejection Reasons​

Here are common reasons for template rejections. Avoid these to increase your chances of approval:

  • Missing or Mismatched Variables: Ensure variable parameters are correctly formatted as {{1}}.
  • Special Characters in Variables: Avoid using characters like #, $, or % in variable parameters.
  • Non-Sequential Variables: Ensure variables are sequential, such as {{1}}`, `{{2}}`, `{{3}}.
  • Policy Violations: Ensure your content complies with WhatsApp’s Commerce and Business Policies. Avoid sensitive identifiers and ensure transactional content is compliant.
  • Abusive Content: Avoid threatening or abusive language.
  • Duplicate Templates: Ensure your template is unique and not a duplicate of an existing one.

Sending WhatsApp Templates​

Once a template is approved (status: ACTIVE), you can start sending it to customers. Keep in mind that a template's status can change from ACTIVE to PAUSED or DISABLED based on customer feedback and engagement. Monitor these changes and address any issues to maintain your template's usability.

WhatsApp Template Statuses​

Templates can have the following statuses:

  • In-Review: The template is under review, which can take up to 24 hours.
  • Rejected: The template did not pass the review process. Consider editing and resubmitting it.
  • Active - Quality Pending: The template is approved but awaiting customer feedback.
  • Active - High Quality: The template has received positive feedback and can be sent to customers.
  • Active - Medium Quality: The template has some negative feedback and may soon be paused or disabled.
  • Active - Low Quality: The template has significant negative feedback and is at risk of being paused or disabled.
  • Paused: The template is paused due to recurring negative feedback. It cannot be sent until issues are resolved.
  • Disabled: The template is disabled due to persistent negative feedback.
  • Appeal Requested: An appeal has been submitted for the template.

You can check a template's status by navigating to WhatsApp > Templates > Status.

FAQs​

Q: What are WhatsApp message templates and why do I need them?

A: WhatsApp message templates are pre-written formats that allow you to initiate conversations with customers who haven't interacted with your business recently. They're essential for proactive communication, marketing, and support.

Q: How are message templates different from regular WhatsApp messages?

A: Regular messages can be sent freely to customers who've messaged you within the last 24 hours. Templates require approval and are necessary to reach out to new or inactive contacts.

Q: How long does the template approval process take?

A: The approval process typically takes up to 24 hours. You'll be notified once a decision is made.

Q: What are the common reasons my template might get rejected?

A: Common reasons include formatting errors, policy violations, or duplication of existing templates. Review policies and check your formatting carefully.

Q: My template's status changed. What does that mean?

A: Template statuses reflect customer feedback. Monitor these to ensure you're sending high-quality templates.

Q: What happens if my template receives negative feedback or low engagement?

A: Templates with negative feedback may be paused to protect your phone number's quality rating. You'll be notified if a template is paused.

Q: Can I edit a paused template?

A: Yes, you can edit a paused template to improve its content. Once edited, resubmit it for approval, and its status will change to "In Review" until approved.

For more detailed guidance, visit our video tutorial.