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Every new template goes through Meta review before you can use it. Xobito submits on your behalf; Meta decides. This page explains the flow, the timing, and the common rejection reasons.
Template approval statuses

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The review flow

1

You save the template

Saving a new template submits it to Meta via the WhatsApp Cloud API. The status becomes PENDING. Meta returns a template_id that is stored on the record.
2

Meta reviews it

Meta’s systems run automated checks first; a human reviewer may look at more complex or unusual templates. Review considers category fit, content policy, variable use, and the sample values/files you provided.
3

Meta decides

The outcome is APPROVED or REJECTED.
4

Xobito updates the status

The template badge turns green for APPROVED or red for REJECTED.

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How long approval takes

Review speed varies. A simple text-only template can be decided in minutes; complex templates with media can take longer, especially during a Meta policy update or submission spike.
If a template has been PENDING for more than 24 hours, contact support. Xobito cannot speed up Meta directly, but support can raise the review queue with them.

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Status meanings

StatusMeaningWhat you can do
DRAFTSaved but not yet submitted.Edit freely.
PENDINGSubmitted, awaiting Meta’s decision.Wait. You cannot edit or cancel.
APPROVEDUsable immediately.Send in campaigns, chat, automations.
REJECTEDMeta declined it.Review, edit, resubmit.
Only APPROVED templates can be sent through Xobito. Sending attempts using a DRAFT, PENDING, or REJECTED template are blocked.

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Where to find the rejection reason

Meta’s exact rejection reason is not stored in Xobito’s database today — only logged internally on the server. To find out why a specific template was rejected:
  1. Check Meta Business Manager → WhatsApp Manager → Message templates. The rejection reason and any policy notes appear there.
  2. Or contact Xobito support with the template name — we can pull the server-side log and relay Meta’s message.

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Common rejection reasons

These are the patterns Meta most often flags. The fix is usually to edit the template and resubmit.
What Meta sees: A sales pitch — discount, offer, limited-time deal — but no clear opt-in signal on your account.Fix: Tighten your opt-in flow so contacts explicitly agree to receive marketing on WhatsApp. Keep a record of consent. Resubmit the same template.
What Meta sees: You picked Utility but the template promotes a product.Fix: Edit the template, change category to Marketing, resubmit. Rule of thumb: if the message mentions sales, offers, new products, or anything aimed at generating business, it is Marketing.
What Meta sees: A variable like {{1}} standing in for a whole paragraph, or sample values like xxx, test, abc.Fix: Replace large variables with fixed text. Keep variables small — names, dates, order numbers. Use realistic sample values: Alex, A1042, Friday.
What Meta sees: Template tagged es (Spanish) but the body is in English — or vice versa.Fix: Either rewrite the body in the tagged language, or create a new template with the correct language code. Approved templates cannot have their language changed.
What Meta sees: ALL CAPS words, excessive emojis, patterns like !!!!! or $$$, or shouty sales copy.Fix: Calm the copy. Reduce emojis to one or two well-placed ones. Avoid all-caps words.
What Meta sees: Content Meta does not allow at all — illegal products, adult content, weapons, gambling in restricted regions, unproven health claims.Fix: These templates will never be approved. Confirm your use case against Meta’s policy documentation before building any template.
What Meta sees: The sample image/video/document you uploaded is blank, corrupt, or doesn’t match the template’s stated purpose.Fix: Upload a clear, representative sample. For an order-confirmation template, the image should look like an order confirmation.
What Meta sees: Variables skip numbers ({{1}} and {{3}} with no {{2}}), or repeat incorrectly.Fix: Variables must be sequential: {{1}}, {{2}}, {{3}}. Renumber and resubmit.

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Re-submitting a rejected template

Because the exact rejection reason is not visible in Xobito’s UI, start with Meta Business Manager (or support) to learn the specific cause, then:
1

Read the rejection reason from Meta

Check Meta Business Manager → WhatsApp Manager → Message templates, or ask support.
2

Edit the template in Xobito

Click Edit and fix the specific issue Meta called out.
3

Scan for other potential issues

While you’re editing, check sample values, category fit, and language match.
4

Save to resubmit

Saving submits the updated template again. The status moves back to PENDING.
Each rejection adds a small friction mark to your WABA’s template reputation. Multiple sloppy resubmissions of the same template can slow down future reviews. Fix thoroughly the first time.

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Best practices for fast approvals

Meta’s review queues move faster during their working hours.
“FREE”, “LIMITED TIME!!!”, “ACT NOW” and similar phrases trigger extra scrutiny.
Clear, real-looking examples are the single biggest signal of legitimacy.
“Reply STOP to unsubscribe” signals good faith to Meta and to recipients.
Plain-text templates approve fastest. Build up to media and variables once your account has a clean history.
It will just be rejected again. Always make the fix Meta called out.

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FAQ

No. Once approved, a template is locked. To change it, create a new template with a different name (e.g. append _v2).
No. Once submitted, you have to wait for Meta’s decision. If the result is REJECTED, you can then edit and resubmit.
No. Template approval is free. You’re charged only when you send messages — see Billing & Subscription.
Yes. Each must have a unique name. A common pattern is welcome_message_v1, welcome_message_v2.
Contact support with the template name. We can raise the review queue with Meta.
Meta’s rejection reason is not currently stored in Xobito’s database. Check Meta Business Manager for the reason, or contact support to pull it from the server logs.

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Next steps

Create a template

Step-by-step walkthrough with screenshots.

Variables & media

Headers, media uploads, and variable rules.

Dynamic templates

Personalise each recipient’s message with variables.

Templates overview

Back to the top-level guide.