If your message shows the "Pending" status, here is what you need to know about Meta's processing times.
A variable and unpredictable delay
Meta (WhatsApp's parent company) reviews every template to make sure it complies with its commerce policies. This process is largely automated, but review times can vary a lot:
The average time: Most templates are approved within minutes or a few hours.
The maximum time: It is not uncommon for the review to take 12h, 24h, or even up to 36 hours.
Is it a sign something went wrong?
No. If your template has been pending for more than 24 hours, it does not mean you made a mistake or that your template will be rejected.
Approval speed depends solely on the workload of Meta's servers at any given moment. Meta sometimes goes through global slowdowns where every user worldwide sees longer approval times.
Our advice
Plan your campaigns ahead: We recommend creating and submitting your templates at least 48 hours before your planned send date, to avoid any stress caused by Meta's delays.
Do not edit a pending template: Editing or resubmitting it could reset your position in Meta's review queue.
Check the status: As long as the status is "Pending", there is nothing you need to do. As soon as Meta makes its decision, the button automatically turns green (Approved) or red (Rejected) in your Kanal interface.
If your template stays stuck in pending for more than 48 business hours, feel free to contact our support so we can check whether a general technical incident is underway at Meta.