Template categories and approval
Choose the right template category, follow Meta's review, understand rejections, and fix, resubmit or replace a template.
Every template has a category, and Meta reviews every template, one language at a time, before it can be sent. This article explains the categories, what happens during review, and what to do when a template is rejected, paused or disabled.
Categories
The category is Meta's, not IconEngage's. It decides what each message sent through the template costs.
| Category | Use it for |
|---|---|
| Marketing | Promotions, offers, announcements and anything meant to sell. |
| Utility | Updates about something the customer already asked for or bought, such as an order or appointment update. |
| Authentication | One-time passcodes. |
Note: You can't write a new Authentication template in IconEngage yet. Meta requires its own passcode wording and a passcode button, which the editor can't produce. If you choose it, IconEngage won't save the draft and asks you to choose Utility or Marketing. Authentication templates created at Meta and brought in with Sync from Meta are listed and can be sent.
Meta can move a template to a different category after review. When that happens, History shows "Meta moved this template from utility to marketing. That changes what each message through it costs."
How review works
- You save a draft and click Submit to Meta (see Create a template). Only Owners, Admins and Marketing Managers can submit.
- The status changes to In review. While it's in review you can't edit the template.
- Meta usually answers within minutes, sometimes after a day. The status changes to Approved or Rejected on its own.
Each language is a separate template at Meta, so one language can be approved while another is still in review or rejected.
When a template is rejected
The template's page shows Meta rejected this template, with a sentence explaining why:
| What you see | What usually causes it |
|---|---|
| "Meta found the wording abusive or misleading." | Wording Meta considers abusive or misleading. |
| "The category does not match the wording." | Promotional wording in a Utility template is the usual cause. |
| "Meta will not accept the format." | A variable at the very start or end of the message, or two variables side by side. |
| "A utility or authentication template cannot carry promotional wording." | Sales language in a non-marketing template. |
| "Meta flagged the wording as a scam pattern." | Wording that resembles a scam. |
| "The wording does not match the category this template was submitted under." | Wording that doesn't fit the category. |
| "Meta rejected the template without giving a reason." | Meta gave no reason. |
Under What Meta answered you'll find the short code Meta sent. Meta sends a code from a fixed list, not a written explanation, so pass the code on if you contact support.
A rejection doesn't count against your account. For a checklist of fixes, see Template rejected.
Fix and resubmit a rejected template
- Open the rejected template.
- Edit the wording, category or example values.
- Click Save draft. The status goes back to Draft.
- Click Submit to Meta and confirm.
Editing an approved template
You can edit an approved template, but saving a change starts a new version that Meta must review again.
Note: When you save changes to an approved template, it goes back to Draft and can't be sent until you submit it and Meta approves it again. Plan edits for a time when nothing needs to send through that template, or create a new template instead.
Replacing the header sample of an approved template also sends it back for approval. IconEngage asks you to confirm first. Changing the Default media for sends does not.
Paused and disabled templates
Meta watches how customers respond to each template.
- Paused by Meta: Meta has paused the template because of poor quality. Every send through it fails until Meta lifts the pause. When quality recovers, Meta can approve it again on its own.
- Disabled by Meta: Meta has permanently disabled the template. Every send through it fails and it won't come back. Write a new template with different wording.
You can't edit or resubmit a paused or disabled template. The templates list warns you when a language "cannot be sent right now", so you can check broadcasts and flows that rely on it.
Related
Still need help?
Write to us at [email protected] and tell us what you were trying to do. Already a customer? Sign in to IconEngage — the same articles are under Help in the app.