Template approval, statuses and quality rating
What each status means, why templates get rejected, how to fix and resubmit, and how Meta's quality score affects you.
Vatli updates a template’s status automatically as Meta reviews it. The counters at the top of Settings → Templates show how many are Approved, Pending, need action or are drafts.
Statuses
| Status | Meaning | What to do |
|---|---|---|
| Draft | Saved in Vatli, not submitted. | Open it and submit. |
| Pending | Meta is reviewing it (usually minutes, up to 24 hours). | Wait. |
| Approved | Ready to send. | — |
| Rejected | Meta declined it. The reason is shown on the card. | Edit and click Resubmit. |
| Paused | Meta paused it after negative feedback (blocks, reports). | Improve targeting; Meta un-pauses it after a while, or create a better version. |
| Disabled | Meta disabled it after repeated pauses. | Create a new template. |
| In Appeal | You’ve appealed a rejection in Meta. | Wait for Meta’s decision. |
| Pending Deletion | Being deleted on Meta. | — |
Rejected, paused and disabled templates appear under Action required.
Why templates get rejected
Most rejections come from small things:
- A variable at the very start or end of the body (
{{1}}, your order…). Put words around it. - Two variables next to each other (
{{1}} {{2}}) or variables out of order. - A missing sample value.
- Promotional wording in a Utility template — see Template categories.
- Too many variables for very little text.
- Misleading, threatening or prohibited content (Meta’s Commerce and Business policies).
- The language selected doesn’t match the text.
Fix and resubmit
- In Settings → Templates, open the template and click Resubmit (or Edit).
- Fix the issue and click Save & Resubmit. The status goes back to Pending.
The name and language can’t change once a template exists on Meta — create a new template (or Duplicate this one) if you need a different name or language.
Quality score
Each approved template card shows Meta’s quality score:
| Score | Meaning |
|---|---|
| Green (high) | Customers respond well. |
| Yellow (medium) | Some negative feedback — review who you’re sending it to. |
| Red (low) | Lots of blocks or reports. Meta may pause it. |
The dashboard’s Template health card lists red, paused and rejected templates so you can act quickly. Quality also affects your number’s overall rating — see Messaging limits and quality rating.
Get notified automatically: subscribe to the template.approved and template.rejected webhook events.