Fixing "Template is Paused Due to Poor Quality" Error in WhatsApp Messages
WhatsApp message templates are an essential part of automating customer interactions via the WhatsApp Business API. However, businesses sometimes encounter the error message: "Template is paused due to poor quality." This can disrupt communication and impact customer experience. Here’s how to address and resolve this issue effectively.
Understanding the Error
According to Meta’s guidelines, this error occurs when a WhatsApp message template receives negative feedback or is deemed to have poor quality. Meta tracks user interactions and reactions, such as blocks, reports, and user engagement levels, to determine a template’s quality score. If the quality drops too low, the template gets paused to prevent further negative experiences.
WhatsApp categorizes template quality into three levels:
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High (Green): The template is performing well with positive engagement.
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Medium (Yellow): The template is at risk and could be paused if quality declines further.
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Low (Red): The template has received significant negative feedback and is paused automatically.
Steps to Fix the Issue
1. Review Meta’s Error Description and Guidelines
Meta provides detailed insights into error messages and resolution steps. You can check their documentation at: Meta's WhatsApp Cloud API Error Codes
Additionally, ensure that your message templates align with WhatsApp’s best practices and policies: WhatsApp Message Templates Guidelines
2. Analyze User Feedback and Engagement
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Check if users are marking your messages as spam or blocking your number.
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Identify recurring complaints or dissatisfaction regarding the template content.
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Reduce overly promotional or repetitive messages to maintain user interest.
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Consider surveying a small group of users to gather direct feedback on your message content.
3. Modify and Improve the Template
To increase template approval and engagement rates:
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Keep messages clear, concise, and relevant – Avoid unnecessary information.
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Avoid excessive promotional content – WhatsApp discourages overly sales-driven language.
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Use natural and conversational tone – Formal yet friendly messages improve engagement.
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Personalize messages – Utilize placeholders like {{name}} to make messages more user-centric.
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Use appropriate formatting – Emphasize key details with bold, italics, or line breaks for better readability.
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Ensure proper call-to-action (CTA) – Clearly state what users should do next.
4. Resubmit the Template for Approval
Once modifications are made:
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Submit the updated template for Meta’s review.
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Ensure that the template adheres to WhatsApp’s business communication policies.
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Consider testing different variations of the template to determine which version performs best.
5. Test the Approved Template
Before sending messages to a broad audience:
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Send test messages to a small internal group.
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Monitor engagement and feedback to ensure positive reception.
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Check for errors such as missing placeholders or improper formatting.
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Gradually scale up distribution rather than sending to a large audience immediately.
6. Monitor Template Quality Regularly
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Use WhatsApp Business Manager to check the template’s quality rating.
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Track user engagement metrics such as response rates and delivery rates.
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Continuously analyze interactions and refine templates based on performance.
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Rotate templates periodically to avoid overuse and maintain fresh engagement.
Conclusion
By following these steps, businesses can ensure their WhatsApp message templates maintain high quality and avoid getting paused.
Regular monitoring, user feedback analysis, and adherence to Meta’s guidelines are key to keeping templates effective and compliant. Additionally, businesses should proactively test and optimize templates to maintain a positive user experience and long-term customer engagement.