Paused Message Templates

Raquel Updated by Raquel

Templates can be paused for a variety of reasons, but the most common one is user feedback. When users report a message as spam or block your number after receiving a template, Meta considers this a signal of poor quality and will pause that template.

Here’s what might trigger a pause:

  • Users didn’t explicitly opt-in to receive that type of message.
  • Content felt irrelevant, spammy, or was poorly targeted.
  • Message format violated Meta’s Business or Commerce policies.
  • The template received a "Low Quality" rating after being sent.

When paused, a template:

  • Cannot be sent via Journeys or Reminders.
  • Will return an error via the API.
Meta does not charge for attempted sends using paused templates, and these messages don’t count toward your messaging limit. However, any campaigns using the paused template will stop functioning.

What You Can Do Next:

You have a few options:

1. Wait for the Pause to Expire

Meta imposes a temporary pause based on previous feedback:

  • 1st Instance: Paused for 3 hours
  • 2nd Instance: Paused for 6 hours
  • 3rd Instance: Template is disabled permanently

After the pause duration ends, the template will automatically be set back to "Active."

2. Edit and Resubmit the Template

You can modify the content of the paused template and resubmit it for approval. Once approved, it can be used again. Note that Meta may reject duplicate content—so avoid simply copying and resubmitting the same message.

3. Use a Different Template

If your template is paused or permanently disabled, you can replace it with another approved template in your Journeys or Reminders.

Monitor Template Quality

We recommend keeping a close eye on template feedback to proactively adjust copy, timing, or targeting. All templates go through an evolving quality rating:

  • 🟢 High Quality
  • 🟡 Medium Quality
  • 🔴 Low Quality

If your template reaches "Low Quality," it is at risk of being paused.

You can monitor template status in:

  • Turn.io > Content > Templates tab
  • Meta Business Suite notifications
  • Webhooks (if subscribed to message_template_status_update)

Best Practices to Avoid Pauses

To maintain healthy template quality and avoid interruptions:

  • Get explicit user opt-in before sending messages.
  • Keep messages relevant, clear, and personalized.
  • Avoid vague greetings or broad promotional content.
  • Follow Meta’s Business Policy and Commerce Policy.
  • Monitor and rotate templates if any show declining performance.

Need help? Read more on Meta's documentation or contact our support team.

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