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Templates are created and submitted to Meta for review before they can be sent. Sending is only allowed once a template is APPROVED.

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Categories

CategoryUse
MarketingPromotions, offers, announcements
UtilityOrder updates, receipts, reminders tied to a transaction
AuthenticationOne-time passcodes
Meta can recategorise a template if its content does not match the chosen category, which changes how it is priced.

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Statuses

StatusMeaning
PENDINGSubmitted, awaiting Meta review
APPROVEDReady to send
REJECTEDDeclined, see the rejection reason and edit
PAUSEDTemporarily blocked due to low quality
DISABLEDPermanently blocked after repeated quality issues

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Quality rating

Meta tracks a quality rating per template from user feedback (blocks, reports). A falling rating moves a template to PAUSED, then DISABLED. Keep content relevant and opt-in to protect the rating. Templates are managed on your own WABA. See Meta’s message template docs for the create and submit endpoints.