Template paused or rejected; quality rating drops
Template approval and status
When you create or update a message template, Meta reviews the submission to ensure it complies with WhatsApp policies. You can monitor the review status of your templates on the Templates page under Admin in your dashboard.
Even after a template is approved, Meta can automatically pause or disable it if customer feedback is highly negative.
Template pausing and quality ratings
Meta monitors how customers interact with your messages. If customers frequently block or report your business after receiving a specific template, the quality rating for that template drops.
- Paused: If a template's quality rating drops to a low level, Meta temporarily pauses it to prevent further negative feedback. During a pause, you cannot send this template.
- Disabled: If a template is repeatedly paused or its quality rating does not improve, Meta permanently disables it.
Automated system template recovery
Yapper uses a small set of platform-managed templates to power automated workflows, such as agent escalation notifications, opening new conversations when the standard 24-hour window is closed, and re-engaging customers in playbooks.
Because these templates are required for the assistant to function correctly:
- They are managed automatically and cannot be edited or deleted from the dashboard.
- They are filtered out of your manual broadcast and template-sending options.
- If Meta pauses, disables, rejects, or deletes one of these platform-managed templates, Yapper submits a replacement for approval automatically to ensure your automated flows continue working.
Improving paused or rejected templates
If your custom templates are rejected, paused, or disabled, you should review your message design and sending practices before submitting updates:
- Include opt-out options: When creating utility templates, check Add opt-out button to give customers a clear way to stop receiving messages (see contact-preferences). If customers have a simple way to opt out, they are far less likely to block or report your sender.
- Adjust your content: Ensure the template content is clear, relevant, and matches the chosen category (Utility or Marketing). Avoid overly aggressive sales language, and make sure placeholders are used appropriately.
- Refine your targeting: Avoid sending templates to customers who do not expect them or who have not interacted with your business recently.
- Control message frequency: Reduce how often you send template messages to the same customer to avoid spam complaints.