MoraselWhatsApp message templates, from draft to approved
Every outbound conversation on the WhatsApp Business Platform starts with a template Meta has approved. This page is how that approval happens, what can go wrong, and what your team sees.
Why a rejected or missing template blocks sending
A reminder, a campaign or an order update is only as good as the template behind it. If that template was never submitted, is still waiting on Meta, or was rejected for its wording, the message does not go out — no matter how ready your workflow is.
- A reminder or campaign cannot use a template Meta has not approved.
- Once approved, a template's wording is fixed; changing it means submitting a new template.
- Outside the 24-hour customer-service window, only an approved template can open a conversation — free-form text is not delivered.
- A template Meta pauses or disables for quality reasons stops working immediately, mid-campaign if need be.
What Morasel records for each template
One template record per name and language, so the person writing reminders or campaigns can see its status without asking.
- Name
- The internal name your team uses to find the template.
- Language
- The language the template was written and submitted in.
- Category
- Utility, marketing or authentication — assigned by Meta, not chosen freely.
- Body & placeholders
- The approved wording and the variables it fills in per message, such as a name or an order number.
- Meta status (+ last synced)
- Pending, approved, rejected, paused or disabled, with the time Morasel last checked Meta.
- Rejection reason
- Meta's own wording for why a submission was turned down.
- Used by
- Which reminders, campaigns or flows currently send this template.
From draft to a sendable template
Every template goes through the same sequence; there is no shortcut that skips Meta's review.
Draft
Write the template in the workspace: a name, a language, a category and the wording with its placeholders.
Submit to Meta
Send it for review. Morasel keeps the submission on the template record so nothing is lost between drafting and review.
Meta decision, synced within 15 minutes
Meta approves, rejects or asks for a change. Morasel checks Meta's status every 15 minutes and shows the result, with the rejection reason if there is one.
Approved templates become selectable
Once approved, the template appears as an option when someone sets up a reminder, a campaign or a flow step.
Monitor quality and pauses
Meta's quality rating for the template stays visible; if Meta pauses or disables it, the template record shows that state and stops offering it for new sends.
What the customer sees
A template opens the conversation; once it's open, staff can reply with ordinary text inside the 24-hour window.
What your team sees
Template status is a field on a record, not a question for support.
- Every template's Meta status and the time it was last synced, at a glance.
- The exact rejection reason next to the template it applies to.
- Which reminders, campaigns and flows currently use each approved template.
- A quality-rating flag before a pause takes a template offline.
Who does what
Drafting a template and deciding what it says are different jobs from deciding whether it is allowed to send.
- Anyone with template access can draft and submit; approval and category are Meta's decisions, not the requester's.
- Resubmitting a rejected template creates a new review; the old attempt stays on the record for reference.
- Reminders, campaigns and flows can only pick templates Meta has approved.
- Every submission, approval, rejection and resubmission is in the audit log.
What Morasel does not decide
Morasel does not approve templates, does not assign their category, and does not set the rate Meta charges for a category. Meta makes all three decisions; Morasel syncs the result every 15 minutes and shows it on the template record.
Get your first template approved
Draft it in your customer's language, submit it from the workspace, and watch the status sync without leaving Morasel.
Template questions
How long does template approval take?
Meta usually decides within a few hours to a couple of days. Morasel checks Meta every 15 minutes, so you see the decision as soon as it exists, not on a fixed schedule of your own.
Why was my template rejected?
Meta shows a reason on the template — commonly wording that reads as promotional inside a utility template, a missing or mismatched placeholder, or a policy issue with the content.
What's the difference between a utility and a marketing template?
A utility template carries information the customer is already expecting, like an order update or a reminder. A marketing template promotes an offer. Meta assigns the category, and it prices conversations differently by category.
What happens outside the 24-hour window?
Free-form replies stop working once the window closes. Starting a new conversation again needs an approved template; inside the window, staff can reply with plain text.
Can I edit an approved template?
No. An approved template's wording is fixed. To change it, submit a new template — it goes through Meta's review again as a new submission, not an edit.
How current is the status shown in Morasel?
Morasel checks Meta every 15 minutes, so an approval, rejection or pause appears within that window rather than instantly.