When you submit a WhatsApp message template, Meta must approve it before you can use it. This review is entirely handled by Meta: neither you nor WAX can force the outcome.
Possible template statuses
Here's what the different statuses you may see in WAX mean:
Approved: approved by Meta, ready to use in your campaigns and flows.
Rejected: refused by Meta; check the reason and submit a corrected version.
Paused: suspended by Meta, often after a high opt-out rate. Contact your CSM.
Pending: your template is waiting for Meta's decision. It usually takes a few minutes, but it can sometimes take longer depending on the type of content.
First thing to try: duplicate and edit your template
If your template stays stuck, the best approach is to submit a new version with slightly different content. This makes Meta review your request again. To do so:
Open the campaign or flow that contains your "Pending" WhatsApp template
Click the 3 dots (⋮) to the right of the template.
Select "Duplicate".
Change at least one element of the text: rephrase a sentence, adjust the punctuation, reword the hook.
Submit this new template.
Even a minor change is enough to trigger a new review by Meta.
Second thing to try: recreate the template from scratch
If duplicating isn't enough, recreate your template entirely from scratch. The goal is to submit content different enough for Meta to treat it as a new request.
Open the campaign or flow that contains your "Pending" WhatsApp template
Click "Template" to create a blank template.
Write the content from scratch: don't copy and paste the old text, rephrase the whole message.
Choose the category carefully (Marketing or Utility): the wrong category is one of the main reasons for rejection.
Submit this new template.
Replace the old one with it once it's approved
What to avoid in your template: things that slow down Meta's approval
Before submitting or fixing a template, make sure you don't use:
Extra spaces: double spaces, spaces at the start or end of a line.
Too many capital letters: avoid words written entirely in capitals (e.g. PROMO, FREE, CLICK HERE).
Too many emojis: keep them to a minimum, some trigger an automatic rejection.
The wrong category: marketing content submitted as Utility (or the other way around) is a common cause.
Possible template statuses
Here's what the different statuses you may see in WAX mean:
Approved: approved by Meta, ready to use in your campaigns and flows.
Rejected: refused by Meta; check the reason and submit a corrected version.
Paused: suspended by Meta, often after a high opt-out rate. Contact your CSM.
Pending: your template is waiting for Meta's decision. It usually takes a few minutes, but it can sometimes take longer depending on the type of content.