Message Templates - What is the average approval time for a template?

Meta, the company responsible for WhatsApp and Instagram, reviews templates submitted by businesses to ensure they comply with its usage policies. In general, the average approval time may vary according to the following factors:

Standard Templates

• Average Time: 5 to 10 minutes.

• Reason: These templates usually go through an automated review process, making approval quick.

• Possible delays: Use of sensitive words, violation of Meta's guidelines, or need for manual review.

Interactive Templates

• Average Time: 1 to 2 hours.

• Reason: These templates require a more detailed check, as they include interactive buttons that need to align with Meta's guidelines.

• Possible delays: Use of inappropriate CTAs, unauthorized external links, or language that could be interpreted as spam.

Factors That Can Delay Approval

Although most templates are approved quickly, some factors can impact review time:

1. Use of prohibited or sensitive terms – Some words may trigger a manual review.

2. Inadequate format – Poorly structured templates or those without clear information may be rejected.

3. Incorrect category – Choosing the wrong category may lead to a longer review.

4. High volume of requests – During high demand periods, review may take longer.

Tips for Quick Template Approval

To ensure your templates are approved quickly, follow these best practices:

• Use clear and concise language.

• Avoid sensitive words that could be misinterpreted.

• Choose the template category correctly.

• Use variables appropriately, without excess.