Plan requirement
| Subscription | Suite Team or higher |
| Access | Admin |
Templates are written and approved in WhatsApp Manager, and agent access is set in Zendesk. The quality rating is the maintenance nobody expects.
Open your templates
- Log into your Meta account and open your company portfolio.
- Select the WhatsApp Business account whose templates you want to manage, and click WhatsApp Manager.
- Open the Manage templates tab.
Writing a template, submitting it and having it approved all happen there, not in Zendesk, and so does everything below on this page.
What you do control in Zendesk
A WhatsApp templates page in Admin Center lists every approved template with its name, category, language, account and agent access. You can search it, filter by any of those, and switch agent access on or off for several templates at once.
One default applies before you approve anything: agent access is on for every template. So a template approved for a single campaign is available to every agent from the moment it lands, and narrowing that is something you do rather than something you confirm.
The quality rating
The rating shows how messages from your template have been received by your customers in a rolling window of the past 24 hours. It is a live measure of yesterday, not a verdict on the template as written.
When it drops, the status of the number changes to flagged or restricted. You are warned by email and by a notification in Business Manager when the rating reaches a low state or the number's status changes, so make sure those messages reach somebody who acts on them rather than an unread shared mailbox.
What tends to lower it
- Messages people did not expect. A reminder about something they never signed up for.
- Too many. Three notifications about one order is two too many.
- Anything that reads as marketing in a service template.
- Sending to people who never opted in.
Approval is out of our hands, and out of Zendesk's
Only Meta can approve or reject a template. An update takes anywhere from one minute to five business days, and while you wait the template sits at submitted.
Plan around that. A template you need for a campaign on Monday is not something to submit on Friday afternoon.
If a template is rejected
Click the template to see the reason. Depending on it, you either edit the body, the variable and the media, or appeal the decision. If a template keeps being rejected, create a new one with a new name and new content rather than appealing a third time.
If you are unsure whether a rejection is worth appealing, ask us and we will look at the wording with you.
Keep the list short
Every template is something a colleague will one day have to understand well enough to decide whether it can be changed. Remove the ones you have not sent in six months.
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