Once you submit a template, Meta takes over. This page explains what happens next, what the statuses mean, and how to resolve rejections cleanly.Documentation Index
Fetch the complete documentation index at: https://docs.apifycloud.io/llms.txt
Use this file to discover all available pages before exploring further.
The flow, end-to-end
Meta reviews
Automated checks run immediately; human review may follow,
especially for Marketing and borderline content.
Reading a rejection
Open the rejected template to see:- Reason — Meta’s short label (e.g.,
CATEGORY_MISMATCH,INVALID_FORMAT,TAG_CONTENT_MISMATCH) - Description — Meta’s explanation (shown when provided)
- Old category / new category — if Meta reclassified, what they suggest
Most common rejection reasons
CATEGORY_MISMATCH (or TAG_CONTENT_MISMATCH)
CATEGORY_MISMATCH (or TAG_CONTENT_MISMATCH)
The category you submitted (Utility, say) doesn’t match the content,
which looks promotional or authentication.Fix: switch category in the editor (only available while rejected
or draft) and resubmit. If the content is ambiguous, bias toward the
higher-friction category (MARKETING) — it won’t bounce back.
INVALID_FORMAT
INVALID_FORMAT
Structural issue: variable out of place in URL, unsupported header
type combination, missing sample values.Fix: open the editor; the offending field is usually flagged.
Re-preview and resubmit.
INCORRECT_CATEGORY / PROMOTIONAL_CONTENT_IN_UTILITY
INCORRECT_CATEGORY / PROMOTIONAL_CONTENT_IN_UTILITY
Promotional copy in a Utility template.Fix: either remove the promotional language (keep it
transactional) or change the category to MARKETING.
SCAM / PHISHING SIGNALS
SCAM / PHISHING SIGNALS
Content resembles fraudulent patterns (unverified urgency, opaque
links, mimicking another brand).Fix: rewrite to reflect your real business. Use a verified display
name at Meta. Avoid generic “click here to claim” language.
MISSING_OPT_OUT_INFORMATION
MISSING_OPT_OUT_INFORMATION
Marketing template missing an opt-out line.Fix: add “Reply STOP to unsubscribe” (or locale equivalent) to
the footer. Resubmit.
PARAMETER_MISMATCH
PARAMETER_MISMATCH
The number of variables in the body/header doesn’t match the sample
values you provided.Fix: update sample values to match the variables.
Edit and resubmit
Click Edit
The editor opens with all fields populated. Category is editable (it’s
not after approval).
Status after approval
Once approved, the template is selectable everywhere:- Messages composer — direct sends
- Campaigns wizard — template step
- Widgets and flows — template references
- Approved on (timestamp)
- Current quality rating (updated by Meta over time)
- Category (plus a change indicator if Meta reclassified it later)
- Buttons and header type, with icons per type (URL, phone, voice, quick reply, copy code)
- CPR chip if flagged, Voice chip if any VOICE_CALL button
Quality rating after approval
Every approved template carries a quality rating that updates over time based on user engagement:| Rating | What it signals |
|---|---|
| High | Minimal negative feedback, good read and reply rates |
| Medium | Some negative signals emerging; worth reviewing content or audience |
| Low | Significant negative feedback or poor read rates; at risk of pausing |
Official Meta reference:
Template quality rating.
Paused by Meta
Meta can pause an approved template when quality signals decline. Status flips fromapproved to paused.
What triggers a pause:
- Low read rates sustained across many sends
- Recurring negative feedback — blocks, reports, mutes
- Complaints from users about a specific template
- The template cannot be sent — the composer, campaign wizard,
and widget all treat it the same as
pendingorrejected - A pause reason is shown on the detail view
- The pause is temporary — Meta may lift it automatically once user signals improve, or after a cooling-off period
Read the pause reason
The detail view shows why Meta paused the template. Match the
content against the reason.
Revise content or audience
Often the problem is the audience, not the template — you sent
to users who didn’t opt in, or to a segment that’s already
saturated on marketing. Fix the targeting.
Disabled by Meta
Disabled is a more serious state than Paused. Meta disables a template when negative feedback is repeated and severe enough that recovery isn’t viable.| State | Severity | Reversible? |
|---|---|---|
paused | Warning | Yes — typically recovers with better targeting or content |
disabled | Terminal | Generally no — create a new template instead |
- Cannot be sent and won’t recover on its own
- Stays in the template list with the
disabledstatus for history - Points you toward creating a replacement rather than trying to rehabilitate
Official Meta reference:
Template pausing.
Archived by Meta
Templates that haven’t been used for 12+ months are automatically archived. Archived templates are effectively dormant: not selectable for sending, but still in your account history. If an archived template stays unused for 28 more days, it’s deleted permanently. If you have a seasonal template you only use once a year, keep it active by sending at least one message with it per year — or accept that you’ll recreate it when needed.Category change after approval
If Meta reclassifies an approved template, the template detail view shows:- The old category (what you submitted)
- The new category (what Meta decided it should be)
- An indicator in the list view
What’s next
Template categories
How categories work and what triggers reclassification.
Template examples
Copy-and-adapt patterns for Marketing, Utility, and
Authentication templates.