Approved template status

The approved template status is the condition that Meta assigns to a template message (HSM, for its acronym in English) after reviewing it and giving it the green light. Only approved templates can be sent through the official WhatsApp Business API, and without that status you cannot start conversations with your customers. In other words: it is Meta's permission for your business to send proactive messages, such as shipping notifications, reminders, or promotions.

Why does it matter to an SME?

If you have a small or medium business, the approved template status is what enables you to contact your customers without waiting for them to write to you first. Without approved templates, you can only respond within the 24-hour window that each incoming message opens. With an approved template, you can send an appointment reminder, notify that the order is on its way, or greet them on their birthday, and that sets you apart from the competition that does not take advantage of that channel.

How is it used in practice?

In practice, when you create a template in the Meta panel (or from a tool like Wando that connects to the official API), you send it for review. Meta evaluates it and assigns one of these statuses: approved, rejected, or in review. If it is approved, you can already use it in your campaigns or in your automatic responses by schedule. If it is rejected, they tell you the reason (for example, an opt-out was missing or the content is too promotional) and you can correct it and resubmit it.

Concrete and complete example

Imagine a real estate agency that wants to notify tenants that rent is due in three days. The owner creates a template that says: 'Hello {{1}}, we remind you that the rent for {{2}} is due on {{3}}. If you have already paid it, ignore this message. Reply CONFIRM to receive the receipt.' It includes the opt-out ('reply STOP to stop receiving notifications') and uses variables to personalize. They send it for review and, after a few hours (Meta can take up to 48 hours), the status 'approved' appears. From then on, they can use it every month with different values for {{1}}, {{2}}, and {{3}}. Without that status, the message would not go out.

What is it confused with and how does it differ?

It is confused with the 'in review' status (when Meta has not decided yet) and with 'rejected' (when it did not comply with policies). It is also confused with the 24-hour window: the approved template allows you to start conversations, but the 24-hour window is the time you have to respond for free to an incoming message. They are different things: the template is the permission, the window is the deadline.

Common errors

• Not including a clear opt-out mechanism, which almost always ends in rejection.
• Using excessive capitalization or exclamation marks, which Meta interprets as spam.
• Submitting the template for review with poorly defined variables (for example, without the {{1}} format).
• Creating templates that request sensitive data (ID, credit card), something Meta prohibits.
• Thinking approval is permanent: if you change the content, you have to get it approved again.

What happens if you don't take it into account?

If you don't have approved templates, your business is limited to responding to messages you have already received. You cannot run proactive campaigns, reminders, or notifications. Additionally, if you send messages without an approved template through the official API, Meta can restrict your number or even ban it. For an SME that depends on WhatsApp, that is a serious problem: you lose the main communication channel with your customers.

How does it relate to Meta's official API?

The official WhatsApp Business API (WhatsApp Cloud API) is the only way that allows sending templates. You cannot send an HSM through regular WhatsApp or a non-official API. When using the API, you create the template in Meta's catalog, submit it for review, and wait for the status. Approval time varies: Meta says it can take up to 48 hours, although in many cases it is less. The costs of each conversation initiated with a template are set by Meta per country and change over time, so it is advisable to check the official documentation.

When does it NOT apply?

The approved template status does not apply if you only reply to messages within the 24-hour window: in that case, you don't need a template. It also does not apply to messages within an already active chat (for example, a support conversation that lasts hours), because as long as the window is not exceeded, you can reply freely. And if you use regular WhatsApp Business (the app, not the API), the concept of an approved template does not exist: that app has its own labels, but not Meta's review system.

Step-by-step configuration

To configure a template in Meta's official API, go to the developers panel (developers.facebook.com), select your app, and go to the 'WhatsApp > Message Templates' section. There you will see the 'Create Template' button.

Fill in the name (no spaces, use underscores), the language, and the message body. Use variables with the format {{1}}, {{2}}, etc. Then, choose the category (marketing, utility, or authentication) and add the opt-out if necessary.

In Wando, the process is more direct: from the inbox, go to 'Templates' and create a new one. The tool guides you through the fields and shows you the approval status without leaving the interface.

• In Meta: App > WhatsApp > Message Templates > Create Template.
• In Wando: Inbox > Templates > New template.

How to verify it was done correctly

The first thing you need to look at is the status: if it says 'Approved', you can start using it. If it says 'In review', wait; if it says 'Rejected', read the reason given by Meta.

Then, test the sending: send a message to yourself or to a test contact. If it arrives, the template works. If it doesn't arrive, check that the number is verified and that the template has no formatting errors.

If something fails, the most common issue is in the variables: an incorrect format ({{1}} without curly braces) or an empty value. Also check that the opt-out is included if it's a marketing template.

Depending on the size of the business

For a one-person business, the flow is simple: you create a template, get it approved, and use it for reminders or notifications. You don't need much more.

For a fifteen-person business, the challenge is different: you need several people to use the same templates without overlapping each other. That's where it's best to have defined roles (who creates, who approves, who sends) and to use a tool like Wando that allows multi-agent and permissions.

In a small business, one template is enough for everything. In a larger one, you'll need several per category (marketing, utility, authentication) and a clear flow so that nobody sends an outdated template.

What Meta says and what it doesn't

Meta defines content policies, approval statuses, and timelines (up to 48 hours). It also sets per-conversation prices, which vary by country and change over time.

What Meta does NOT define is how templates are managed within a tool: the interface, permissions, statistics. That is left to each platform's discretion.

If you use Wando, management is simpler, but the approval flow is always Meta's. There is no way to bypass it: the template has to go through Meta's review, no exceptions.

Second-order questions

Can I edit an approved template? Yes, but editing it returns it to 'in review' status. If you need urgent changes, create a new one and use it while the other is being approved.

Do approved templates expire? They do not expire, but if Meta changes its policies, it may ask you to update them. It is rare, but it happens.

Can I use an approved template on multiple numbers? Yes, if they are in the same Meta app. If they are different accounts, you have to create the template in each one.

What happens if my template uses emojis? They are allowed, but in moderation. Too many emojis can cause Meta to reject it as spam.