What each template status means

Approved, rejected, paused, disabled, quality and category changes: what Meta decided, how fast OmniBrand hears about it and what it does for you automatically.

Meta reviews every WhatsApp template before it can be sent, and keeps watching how customers react to it afterwards. Meta tells OmniBrand the moment anything changes; OmniBrand also re-reads all your templates from WhatsApp every 15 minutes, so a change shows within 15 minutes at the latest.

Where you see it

Open WhatsApp → Templates (/app/whatsapp/templates). Every language line shows its status and, when it is not good, Quality: medium or Quality: low. Set Status to Needs attention to see only the templates to act on.
Press a template to open its page. A coloured box at the top says what Meta decided and what to do; History lists every change with its date and whether it came from Meta, was seen on WhatsApp or was done by a teammate.
Changes also arrive in the bell: open Notifications and the Campaigns and broadcasts tab. Pressing one opens that template's page.
In a new WhatsApp broadcast, the Number & template step lists approved templates only; a line under the list says how many others are not ready.

The statuses

In review (PENDING): Meta is reviewing it, usually minutes, at most a day.
Approved (APPROVED): it can be sent.
Rejected (REJECTED): Meta refused it. The template page explains Meta's reason; press Fix and resubmit (below).
Paused (PAUSED): customers blocked or reported it too often. Meta pauses it for 3 hours the first time and 6 hours the second, then it is active again by itself.
Disabled (DISABLED): paused too many times, or a policy problem. It cannot be sent again; press Duplicate, change the wording and submit the copy.
Flagged: a warning, not a stop. Its quality is low and Meta will disable it on the date shown ("Quality is low: Meta will disable this template on ...") unless customers react better. It can still be sent.
In appeal (IN_APPEAL): you asked Meta to look again at a rejection.
Archived, Being deleted, Deleted (ARCHIVED, PENDING_DELETION, DELETED): unused for a long time, or deleted in WhatsApp Manager or OmniBrand. It cannot be sent.

A rejected template: fix and resubmit

Open the template. The red box Meta rejected this template explains Meta's reason in plain words, shows Meta's own words after Meta said: and Meta recommends: when Meta gave them, and lists Checks to look at first. Each check links to its explanation in WhatsApp template rules.
Press Fix and resubmit (Owners, Admins and Editors). The builder opens with a Fix and resubmit box on top. Each likely check says Found in your template now (press Show me to jump to the field) or Not found now. In Checks the same rules carry the label Meta's likely reason.
Change what is marked, press Save changes and confirm. The template goes back to Meta and shows In review. Rejected templates have no edit limit.
If you believe Meta is wrong, press Appeal in WhatsApp Manager instead and ask for another review there; Meta answers within 24 hours.

Meta's reasons one by one are in My WhatsApp template was rejected.

A paused template

The yellow box Meta paused this template gives Meta's explanation and counts down to when Meta lifts the pause by itself ("Meta lifts the pause by itself in 2 h 10 min"). Press Unpause to make it sendable at once (Owners, Admins and Editors). Broadcasts the pause stopped stay paused: press Resume on each on the Broadcasts tab of the WhatsApp broadcasts page.

Quality

Meta scores each approved template from how customers react: high (fine), Quality: medium (some blocks or reports) and Quality: low (many). Medium and low come with a notification and appear on the History. Low quality is how a template gets paused.

Category changes

Meta can decide a template is Marketing when it was submitted as Utility. First a notification says "Meta will treat ... as Marketing from" a date; the template list shows Becomes Marketing on that date and the template page shows Meta will treat this template as Marketing. Then another notification when it happens. From then on the template costs the Marketing price and only goes to people who agreed to marketing, within your messaging rules. Broadcasts read the category at send time. To disagree, appeal within 60 days in WhatsApp Manager.

What OmniBrand does automatically

A template is paused, disabled or deleted: every broadcast sending it stops at the next message and shows Paused with Meta has paused this broadcast's template (or disabled, deleted). Messages already sent are not affected. When Meta lifts a pause, press Resume; otherwise press New broadcast with another template. The broadcast's creator is told in the bell.
Who is told: whoever submitted the template from OmniBrand. Owners and admins are told as well when broadcasts are affected, when a template is flagged or its quality is low, and for templates made in WhatsApp Manager.
Your number's quality or daily limit changes, or Meta restricts the account: owners and admins get a notification (for example "messaging limit lowered"). Pressing it opens Number health (/app/whatsapp/health), which shows the number's quality, limit and any restriction (Costs, limits and free windows). The reason is in WhatsApp Manager → Account quality.
A customer taps Stop on your offers inside WhatsApp: their marketing consent is withdrawn with the source WhatsApp settings, and queued marketing messages to them are skipped. See Contact consent.

If something goes wrong

A status changed in WhatsApp Manager but not here after 15 minutes → press Refresh from WhatsApp on the Templates tab. If that shows an error, the account needs reconnecting (Account health).
A broadcast stays Paused after Meta says the template is active again → OmniBrand never restarts a broadcast by itself; press Resume.
Fix and resubmit is missing → it only shows on a Rejected template, and you need the Manage WhatsApp templates task (Owners, Admins and Editors have it by default).

Official references

Checked against the product on Sep 25, 2026