My template is paused
An approved template stopped working — what Meta is telling you and what to do.
“Paused by WhatsApp” means the template was approved before and Meta has now stopped it — almost always because recipients blocked or reported messages sent with it. Any campaign using it is paused too, so nothing keeps failing while you sort it out.
What to do
- 1Read the “WhatsApp said: …” line on the template row. That is Meta’s own reason, not our interpretation of it.
- 2Check the audience you sent it to. A paused template is usually a consent problem, not a wording problem: people who did not expect the message reported it.
- 3Duplicate the template, rewrite it to be plainly useful to the person receiving it, and submit the copy for approval. An approved template cannot be edited, only copied.
- 4Point the paused campaign at the new template and resume it.
If your number’s quality rating dropped
The campaigns page warns you when the rating is medium or low. A low rating is serious: more complaints can cut your daily sending limit or get the number restricted. The only fix is to send fewer, better-targeted messages to people who asked to hear from you — the rating recovers over time as complaints stop.
Opt-in, and why it mattersThe cause, in most cases.More in Troubleshooting
- My message says “Sending…” and never arrives — What each message tick means, and why accepted is not the same as delivered.
- A lead didn’t reach my CRM — Work out whether the lead was never sent, was sent and refused, or arrived and was missed.