Suggested reading: Create a WhatsApp Business Template on InOne
WhatsApp uses a quality rating system to assess the quality of messages sent by businesses using WhatsApp Business APIs. This quality rating system is an integral part of WhatsApp's policies, ensuring a positive user experience and preventing spam or unwanted messages on their platform.
The quality rating for your message template reflects how messages from your template have been received by your customers over the last 24 hours. You can find the quality rating under the Message Templates section within your WhatsApp Manager in Meta Business Manager.
This article covers the answers to the questions below:
What are the quality ratings of WhatsApp message templates?
Every WhatsApp message template gets a quality rating based on how customers respond and engage with it. You can view this rating in WhatsApp Manager whenever the template is active.
- Active – Quality Pending (displayed in green): Every newly approved template begins in this state while Meta collects initial feedback.
- Active – High Quality (displayed in green): Indicates strong customer engagement and positive feedback.
- Active – Medium Quality (displayed in yellow): Reflects average engagement or some negative feedback.
- Active – Low Quality (displayed in red): Signals low engagement or significant negative feedback.
When a template is first approved, it enters the Active – Quality Pending state. This means you can already start using it while Meta collects customer feedback. The 'Quality Pending' label simply indicates that the evaluation is not yet complete—it doesn’t limit or prevent the template from being active.
What are the WhatsApp template statuses?
- Approved (Active): A template with the “Approved” status has successfully passed the review process and can be used on the WhatsApp Business Platform. Approved means the template is Active, and within this Active state, the template’s quality rating can appear as one of four levels: Pending, High, Medium, or Low, which reflect the current quality status of the message template.
- In-Review: The template is still being checked by Meta and can’t be used until the review is complete.
- Rejected: The template didn’t pass Meta’s review and cannot be used or sent.
If your template's quality rating drops to a low level, the template's status will change to either Paused or Disabled, and you will receive an email notification.
- Paused: If a template’s quality rating drops to Low, it may be paused as a warning. During this time, you cannot send messages with it. If the quality improves to Medium or High for seven consecutive days, the template automatically returns to Approved.
- Disabled: If a template stays at Low quality and doesn’t improve within 7 days, it becomes disabled. In this state, you can’t send or edit the template until the issue is resolved.
You can observe all these statuses under the Status and Quality column on the listing page of the Templates tab of WhatsApp on Insider One's InOne panel.
