What Template Approval means
Template approval is the review every WhatsApp message template must pass before a business can send it. When you submit a template, Meta checks that it fits its stated category (Marketing, Utility or Authentication), that its content follows the messaging policy, and that its variables and formatting are valid. Approval typically resolves in minutes to a few hours, though busier reviews can take longer.
Common rejection reasons include mismatched category (a promotional message submitted as Utility), placeholder or example text left in variables, prohibited or misleading content, and formatting errors around buttons or parameters. A rejected template can be corrected and resubmitted. Meta can also re-categorise a template it believes is mislabelled.
InfiQ's template playground lets you validate structure and preview a template before submission, reducing avoidable rejections, and the dashboard tracks each template's approval status.
