Usually, every WhatsApp message template must be approved by Meta before it can be sent. This review can take time.
With Direct Send, some utility templates no longer need this step: as soon as you save them, they are ready to use right away in your automations and campaigns.
There is nothing special to do: WAX automatically checks whether your template can go through Direct Send. If it can't, it simply follows the usual Meta review process.
How do I know if my template is in Direct Send?
Once your template is saved, check its status:
DIRECT SEND (green badge): the template is ready, you can use it right away.
PENDING: the template is going through Meta's standard review. It can be used once approved (APPROVED).
Who can use Direct Send?
Your account must meet all of the following conditions:
✅ Your WhatsApp account is connected directly through Meta (not through 360Dialog).
✅ Every WhatsApp number registered in WAX has a Meta messaging limit of 100,000 or unlimited. If even one number is below that, Direct Send doesn't apply.
✅ Meta hasn't recently limited or restricted your Direct Send messages.
Which templates are eligible?
✅ Eligible
A template goes through Direct Send if it follows all of these rules:
Utility category: for example an order confirmation, a shipping update or an appointment reminder.
A main text (the message body).
Buttons (optional): quick reply and/or link (URL) buttons, mixed or not; up to 10 buttons, including up to 2 link buttons; up to 20 characters per button.
A header (optional) with text, image, video or document, only if the message has buttons.
A footer (optional), only if the message has buttons.
Several languages: if your template exists in several languages, every version must follow these rules. If one version doesn't, the whole template goes through Meta's standard review.
❌ Not eligible
The template goes through Meta's standard review if:
it is in the Marketing or Authentication category;
it is a WhatsApp Flow or carousel template;
it has a location or QR code header;
it has a header or footer without buttons;
it has a phone number, copy code, one-time password (OTP), WhatsApp Flow or booking button;
one of its buttons is longer than 20 characters;
its validity period is longer than 12 hours.
What if Meta blocks my messages?
Direct Send is for truly utility messages only. Meta checks the content you send and can step in if it considers it promotional.
Meta temporarily caps your utility messages (24 hours)
If Meta considers some of your messages to be promotional, it can cap your utility messages for 24 hours. The affected messages are not sent during this period.
You can retry the step after 24 hours, with no changes needed on your end.
To reach these contacts right away, add an SMS or RCS fallback to this step of your automation.
Meta refuses Direct Send for your account
In this case, WAX automatically sends your Direct Send templates back to Meta's standard review. Sending resumes as soon as Meta approves them, with no action needed on your end. In the meantime, your new templates also go through the standard review.
The risks of miscategorizing your messages
Meta doesn't cut off access overnight when there's a mistake: it's a gradual escalation. But be careful: the restriction applies to the whole WhatsApp number concerned (the WABA, the WhatsApp Business account), not just to the faulty use. For example, if only the AI were sending miscategorized messages, it could still block legitimate support use on that same number.
Stage | What happens |
1. Detection | A warning email only, no sending restriction |
2. Rate limiting | A temporary cap on the volume of utility messages you can send; lifts automatically |
3. 7-day restriction | No more Direct Send messages (utility or authentication) on the number for 7 days |
4. 30-day restriction | Same thing, for 30 days: the last warning before the next stage |
5. Permanent revocation | Direct Send access removed for good on this number |
Where to request a review of a flagged template
If Meta flags one of your Direct Send templates for marketing content, you can request a review from any of these places:
Business Support Home > WhatsApp account > Direct Send template updates. Flagged templates appear under the Available for review tab. Select one or more templates and choose Request review. You can submit several at once.
WhatsApp Manager > Manage templates. When Meta detects marketing content in your Direct Send messages, a category-misuse indicator appears on the affected template. Hover over the indicator to see a Request a review button that opens the Direct Send template updates tab in Business Support Home. There, select one or more flagged templates and submit.
If your account has already received a warning or restriction, a banner appears at the top of WhatsApp Manager — “We detected marketing content in your Direct Send API messages” — with a See flagged templates shortcut that opens the Direct Send template updates tab in Business Support Home.
Frequently asked questions
Do I need to do anything for a template to go through Direct Send?
No. If your account and your template are eligible, it happens automatically when you save it.
My utility template is PENDING, why?
It doesn't meet one of the conditions above (account, phone numbers or content). It can be used as soon as Meta approves it.
Can I use Direct Send for my marketing messages?
No. Direct Send only applies to utility templates. Your marketing templates still go through Meta's review.