Approval by Meta
When you click Submit for Review, your template goes to Meta (the company behind WhatsApp). Meta checks every template before you're allowed to send it to customers. This page explains what happens during that check.
What Happens After You Submit
- Status becomes Pending - Your template is locked while Meta reviews it. You can't edit it during this time.
- Meta checks the category - Meta confirms whether your template is Marketing, Utility, or Authentication, and updates it if needed.
- Meta reviews the content - Meta reads the message to make sure it follows WhatsApp rules.
- Status changes - Your template becomes Approved (ready to use) or Rejected (needs editing and resubmitting).
How Long It Takes
Most templates are reviewed within 30 minutes to 24 hours. Pending status during this window is normal - there's nothing extra you need to do.
Meta May Change Your Category
When you create a template, you pick a category. Meta can change it if it thinks the template fits better somewhere else.
For example, if you choose Utility but Meta decides the message is really Marketing, the template is approved as Marketing - and you'll be charged at the Marketing rate. See Pricing for the rate difference.
Tip Before a Campaign
Submit your templates at least 24 hours before a campaign or broadcast. This gives you buffer time in case Meta is slow, miscategorizes the template, or rejects it.