Meta can pause a template whose quality drops, usually because of negative feedback from recipients (blocks, reports). In Kanal, the template then shows the Paused badge.
How long does the pause last?
Meta applies longer and longer pauses:
Pause | Effect |
|---|---|
1st time | Paused for 3 hours |
2nd time | Paused for 6 hours |
3rd time | Template permanently disabled |
At the end of a 3-hour or 6-hour pause, Meta reactivates the template. A disabled template can no longer be used: you need to create a new template with different content.
Meta can also pause a new Marketing template during its sending test phase (pacing). In that case, the template must be reactivated manually: contact Kanal support.
What happens to your sends
Campaign currently sending: Kanal pauses the campaign. It does not restart on its own. Once Meta has lifted the pause, the campaign page tells you the template has been approved again by Meta and that you can resume the campaign. Then click Resume.
Scheduled campaign that has not started yet: it waits until the template is active again.
Automations: they keep trying to send the template. During the pause, these sends fail (Meta error 132015): the contacts do not receive the message, and these sends are not billed.
What should you do?
Resume your interrupted campaigns as soon as the template is active again.
Improve the template. Each new pause brings it closer to permanent deactivation. Review your targeting, sending frequency and message relevance, and state in the text how to unsubscribe, for example "Reply STOP to unsubscribe".
Replace the template in your automations if it has already been paused: create a new version with different text. See How to edit or duplicate a WhatsApp template?
Keep an eye on your account quality. See Understanding WhatsApp account quality