A message template’s status can change automatically based on customer feedback, potentially transitioning from Active to Paused or Disabled. It’s important to monitor these status changes and take corrective actions if a message template you rely on becomes, or is at risk of becoming, paused or disabled.
Message Template Status Definitions:
- Pending:
- The template is still under review by WhatsApp. The review process can take up to 24 hours.
- Active – Quality Pending:
- The template has not yet received quality feedback from customers. Templates with this status can still be sent to customers.
- Active – High Quality:
- The template has received little to no negative feedback from customers. Templates with this status can be sent to customers without issue.
- Active – Medium Quality:
- The template has received some negative feedback from multiple customers and may soon transition to Paused or Disabled. Templates with this status can still be sent to customers, but it’s recommended to address customer concerns proactively.
- Active – Low Quality:
- The template has received significant negative feedback. While it can still be sent to customers, it is at high risk of being paused or disabled soon. Immediate action is advised to address the reported issues.
- Approved:
- The template has been approved by WhatsApp and is ready for use to notify customers. However, once approved, templates cannot be edited.
- Rejected:
- The template has been rejected during WhatsApp’s review process and cannot be used.
- Paused:
- The template has been paused by WhatsApp due to consistent negative feedback, often resulting from customers marking the message as spam or blocking the sender. Templates with this status cannot be sent to customers.
- Disabled:
- The template has been disabled by WhatsApp because of recurring negative feedback or violations of WhatsApp’s policies. Templates with this status cannot be sent to customers.
Recommendations:
Monitor your template statuses regularly. Address customer concerns when negative feedback arises, particularly for templates in Active – Low Quality or Active – Medium Quality status, to prevent further deterioration.