Meta Manager
Everything that has to pass through Meta before a customer sees it. Templates are created and submitted here, and nothing in Journeys or Campaigns can send without an approved one.
Meta Manager has four areas: the template Library, Blueprints (pre-built template packs matched to journeys), the WhatsApp product Catalog, and QR codes. Templates move draft → submitted → approved or rejected, and only approved templates appear in journey and campaign pickers.
Library
| Status | What it means |
|---|---|
| Draft | Yours, not yet submitted. Invisible to customers and to journey pickers. |
| Pending | With Meta for review. Nothing can send yet. |
| Approved | Usable. Appears in journey and campaign pickers. |
| Rejected | Meta’s reason is on the row. Edit and resubmit. |
| Paused or disabled | Meta restricted it after approval, usually for quality. It stops sending. |
Naming and variables
- Template names are
lowercase_with_underscores— no spaces. - Write variables as named fields like
{{first_name}}and{{product_name}}; they are converted to Meta’s numbered placeholders on submission. - Every variable has to be mapped to a data field, or it sends blank.
- A header image can be a static upload or live product — the highest-value item in the cart or order, fetched at send time.
Blueprints
Blueprints are template packs that match what Journeys expects — copy, header type, variable mappings and buttons already in place. Create from the blueprint, submit, and the journey node that needs it will find it.
| Blueprint | Contains |
|---|---|
| Cart recovery | Three WhatsApp templates with a live product header and checkout button, plus matching emails. |
| Order lifecycle | Confirmed, shipped, out for delivery and delivered, with a tracking button. |
| COD → prepaid | A confirmation template with buttons, plus the payment-link follow-up. |
Sync from Meta
Templates created directly in Meta Business Manager do not appear automatically. Sync from Meta pulls them in, and also refreshes statuses that look stale. Templates are scoped to a WhatsApp Business Account, so an empty library after syncing almost always means you are connected to the wrong one.
Catalog and QR codes
| Area | What it does |
|---|---|
| Catalog | Imports products from Meta or Shopify so flows and templates can show product cards. Refresh after catalogue changes. |
| QR codes | Generates a WhatsApp QR that opens a chat with a prefilled message. Download the PNG for packaging, print or ads. |
A QR on packaging is the cheapest opt-in channel you have — the customer starts the conversation, which both captures them and opens the 24-hour window.
- Message templates — Categories, rules and rejection reasons.
- Journeys — Where templates get used.
- Writing templates that pass — Copy patterns that get approved.
Frequently asked questions
How long does WhatsApp template approval take?
Usually minutes, but a first submission can take up to 24 hours. Plan around it: get your templates approved before you intend to launch, not on the morning you want the journey live.
Why is my template library empty?
Templates belong to a specific WhatsApp Business Account. An empty library after a Sync from Meta nearly always means TopEdge is connected to a different WABA than the one holding your templates. Check which account the connection names and reconnect.
Why was my Utility template rejected?
Almost always promotional language. Words like sale, discount, offer, percent off or free gift move a template into the Marketing category in Meta’s eyes. Rewrite it to read as a pure order update, or resubmit it as Marketing.
Updated 2026-10-04