WhatsApp message templates are essential for proactive business communication, allowing you to engage customers outside the standard 24-hour service window. However, these templates can encounter issues at three main stages: creation and approval, practical application in campaigns, and final delivery.
1.0 Troubleshooting During Template Creation
The foundation of a successful template is a correct setup that complies with Meta's strict policies. Most delivery issues can be prevented by avoiding common pitfalls during the initial creation and approval process. This section covers the key checks and processes to ensure your templates get approved and are built for success from the start.
1.1 Common Rejection Pitfalls: A Pre-Submission Checklist
Before submitting a template for review, cross-reference it with this checklist to avoid common reasons for rejection.
Pitfall | How to Avoid |
Incorrect Formatting | Verify that your template does not begin or end with a custom field (e.g., {{1}}). Ensure that static text surrounds the custom fields for context. Do not place two custom fields consecutively (e.g., {{1}}{{2}}) without text in between. |
Name and Content Violations | The template's purpose must be clear and valuable to the user. Also, the name must not be repetitive from another existing template. The content must also not be repetitive of another existing template. |
Mismatched Media Specifications | Confirm that any media you plan to use with the template meets WhatsApp's technical requirements. Use the following specifications: Images (Recommended 1125x600px, JPEG/PNG, max 5MB), Videos (MP4, max 16MB), and Files (PDF only, max 100MB). |
Button Configuration Errors | Adhere to the button limitations. You can use a maximum of two "Call to Action" (CTA) buttons or three "Quick Reply" buttons, but you cannot mix them in the same template. You cannot have two CTAs of the same type (e.g., two website links). |
1.2 Navigating the Template Approval Process
Once submitted, your template enters an approval lifecycle managed by WhatsApp. Understanding each status is key to managing your templates effectively.
Pending Review: This is the initial status after submission. The template is awaiting review by WhatsApp, which can take up to 24 hours.
Approved: The template has been approved and is ready for use.
Rejected: WhatsApp has rejected the template for a policy or formatting violation. It’s best to create a new template and respect the rules.
In Appeal: Indicates that a rejected or disabled template is under a secondary review by WhatsApp after you have submitted an appeal.
Paused: The template has been temporarily stopped due to negative feedback (e.g., blocks or spam reports) from customers. It will be paused for increasing durations (3 hours, then 6 hours) before being disabled. Paused templates cannot be sent to customers.
Suspended: The template has been flagged by WhatsApp for suspicious behavior, typically related to spam reports. If spam reports continue, the template will be disabled.
Disabled: The template has been permanently disabled due to repeated low-quality ratings. It cannot be used, and a new template must be created.
If a template's status does not appear to update after 24 hours, you can manually refresh it. Navigate to Account Settings > WhatsApp Numbers and click the "Sync Numbers" button to fetch the latest status directly from Meta. You can perform this step at any given time to check for the latest status update from Meta.
2.0 Troubleshooting When Using Templates in Campaigns & Automations
An approved template's usability depends entirely on its context. A template designed for one purpose may not be available or function correctly in another. This section addresses common problems that arise when a template is used in automations, bulk campaigns, or for direct customer service, focusing on why a perfectly valid template might not appear or function as expected.
2.1 Common "In-Use" Problems and Solutions
The following table outlines frequent issues encountered when applying templates and provides actionable solutions.
Problem | Primary Cause | Solution |
Template is not visible for selection in an automation or campaign. | The template's designated "Usage" type does not match the feature's purpose. For example, a template with the "Abandoned Cart" usage type will not appear when sending a message from the Inbox, which requires a "Customer Service" usage type. | First, check if another approved template with the correct "Usage" type already exists. If not, create a new template with the correct usage type that matches the context (e.g., automation, customer service, marketing campaign). |
A bulk campaign fails to start or sends messages without media. | When launching a bulk campaign, the media file (image, video, or document) was not uploaded again during the campaign setup flow. The initial template creation only specifies the type of media; it does not permanently store the file with the template. | During the campaign creation process, ensure you explicitly upload the desired media file when prompted after selecting your template. |
The campaign or automation is completely blocked from starting. | The system has detected an account-level issue. This is typically due to: 1) outstanding invoices for your Businesschat subscription, 2) unpaid invoices for your Meta WhatsApp account, or 3) a low-quality rating or restricted status on your WhatsApp number. | First, check your Businesschat and Meta billing settings to resolve any payment issues. Second, review your number's quality rating in the WhatsApp Manager. Avoid sending bulk campaigns if your number quality is "Medium" or "Low." |
Cannot re-open a conversation with a customer after the 24-hour window. | You are attempting to use a template that Meta has categorized as "Marketing," which is subject to the maintain a healthy ecosystem error, which means that Meta refused to deliver the message. Only templates categorized as "Utility" can be used to reinitiate a conversation after the free-form messaging window closes. | Create a new template with a clear utility-based purpose (e.g., "Following up on your recent inquiry") and select the "Customer Service" usage type. Ensure the content is not promotional to avoid having Meta reclassify it as marketing. It’s best to use the customer service templates provided by BusinessChat, which you can find when creating a new template. |
If a template is created and applied correctly but messages still fail to send, the final step is to diagnose the specific delivery error returned by Meta.
3.0 Diagnosing and Resolving Message Delivery Failures
When a template message fails to deliver, Meta's API provides a specific error code that reveals the reason for the failure. This section will guide you on how to find this code and use it to identify and fix the root cause of the delivery problem.
3.1 How to Find the Delivery Error Code
Follow these simple steps to locate the error code for a failed message:
Open the conversation containing the message that failed to deliver.
Locate the red exclamation mark icon (!) that appears below the failed message and next to the text that says “Failed to deliver”.
Click on the icon. A small pop-up window will appear displaying the specific error code.
Copy this code and use the table below to find the corresponding solution.
3.2 Common Meta Error Codes and Solutions
This table details the most common delivery errors, their causes, and how to resolve them.
Error Code | Meaning | Common Causes | Recommended Solution |
130429 | Per-Second Rate Limit Reached | You have exceeded the maximum number of messages your number is allowed to send per second. | Reduce the frequency of sending messages. If using an API, implement a delay between calls. Try again after a short pause. |
130472 | User is Part of an Experiment | The recipient's number has been enrolled in an internal Meta A/B test or experiment, preventing standard delivery. | This is outside of your control. Try contacting the customer via another channel or sending a different template type (e.g., a customer service template) later. |
131000 | Unknown Error | A transient, undefined error occurred within Meta's systems. | Wait a few moments and try sending the message again. If the problem persists, contact support. |
131026 | Undeliverable Message | The recipient's number is not a valid WhatsApp number; they have not accepted the latest Terms of Service; or they are using an outdated version of the app. | Verify that the recipient's number is active on WhatsApp. The customer may need to update their app or accept the new terms. |
131042 | Payment Issue | There is a problem with the payment method linked to your WhatsApp Business Account (WABA). | Check your billing and payment settings in your Facebook Business Manager. Settle any outstanding invoices to restore service. |
131048 | Spam Rate Limit Reached | Your WhatsApp number has messaging restrictions due to a history of being marked as spam or you have exceeded your daily sending limit (tier limit). | Check your number's quality status and sending limits in the WhatsApp Manager. Reduce sending frequency until the quality improves. |
131049 | Meta Opted Not to Deliver | Meta's systems have blocked the message to prevent spam. This often happens if a user has already received several marketing messages from different businesses on the same day. | Increase the time between sending marketing messages. Use the "Smart Sending" feature to avoid over-messaging. For essential follow-ups, use a "Customer Service" template, as 'Customer Service' templates are considered transactional and are therefore prioritized by Meta's delivery systems over promotional messages. |
132001 | Template Not Found | The template has not been approved by WhatsApp or is not available in the language required for the recipient. | Verify that the template is in an "Approved" state and that a translation exists for the recipient's language if applicable. Use the "Sync Numbers" feature to update template statuses, as there can sometimes be a delay between Meta's approval and its visibility in the Businesschat platform. |
132015 | Template Paused | The template has been flagged for low quality, often due to negative user feedback like being blocked. | Edit the content of the template to improve its value and clarity, then try sending it again once the pause period is over. |
132016 | Template Disabled | The template was repeatedly paused for low quality and is now permanently disabled. | Do not use this template. You must create a new, high-quality template to replace it. |