WhatsApp requires every outbound marketing and utility message to use a pre-approved template — this is Meta's way of ensuring quality and preventing spam. This screen is your template library, synced directly from Meta's systems in real time. You can preview exactly how each template looks on a customer's phone, check its approval status and quality score at a glance, filter by category (Marketing, Utility, or Authentication), and create new templates directly from here using Meta's official submission flow. Choosing the right template category isn't just about compliance — it directly affects both your per-message cost and your account's reputation.
Tip: A falling quality score is an early warning that recipients are blocking or reporting that template — swap it out before Meta pauses it.
Getting templates right saves you time, money, and protects your account. About 40% of first-time template submissions get rejected due to avoidable errors — but properly formatted templates see 99% approval rates.
WhatsApp assigns a quality rating to every template: Green (High Quality), Yellow (Medium Quality), and Red (Low Quality). Here are the metrics that drive that score:
Pro tip: Start with utility templates on a new number. They have higher approval rates and better engagement, which builds your quality rating quickly. Once you've been at Green for a couple of weeks, scaling to marketing templates becomes much safer.