Quality & pausing
In one sentence
Meta grades each approved template on how customers react to it; if too many people block or report it, the template gets paused automatically — and paused templates can’t send until they recover.
The quality score
Every approved template carries a rolling quality grade, based on real customer signals (blocks, “report spam”, reads):
| Grade | Meaning |
|---|---|
| Green — High | Customers respond well |
| Yellow — Medium | Some negative signals; watch it |
| Red — Low | Many complaints; at risk of pausing |
This is the template’s quality, separate from (but related to) your number’s quality rating. Poor templates drag down your number; a poor number makes every template more fragile. They rise and fall together.
How pausing works
If a template’s quality falls too far, Meta pauses it for a while so it can’t keep annoying people. Repeated problems escalate:
A paused template simply can’t be sent until the pause lifts and quality recovers. A disabled template is off for good and must be rebuilt.
How to keep templates healthy
The whole game is relevance and consent. Templates stay green when you:
- Only send to people who opted in and want this message.
- Use the right category (don’t disguise marketing as utility).
- Target tightly with segments instead of blasting everyone.
- Give people an easy opt-out (a footer line helps) and honour it.
- Don’t send the same marketing message to the same person repeatedly.
If you see a template slip to Yellow, act before it turns Red: pause your own sends of it, tighten who receives it, and improve the wording. Waiting until Meta pauses it costs you the template right when you need it.
Where you see it
Each template’s page shows its current status and quality, and MsgBuddy notifies you when either changes, so a pause never surprises you mid-campaign.
How this connects
- Template quality and your number quality protect each other.
- Tight targeting comes from segments and respecting opt-outs.
Next: edit safely with versions & rollback →.