Q: When will all of these changes be available?
A. Brazil, Colombia, Singapore Sep 12, 2023 and Global Release October 12, 2023
Q: What is "Template Pacing," and how can it benefit my marketing campaigns?
A: "Template Pacing" is a feature by Meta that initially sends marketing messages to a smaller subset of a campaign's total audience and assesses the quality of the content based on the initial feedback received. Depending on the quality assessment, it either:
a. Proceeds to deliver the remaining messages to the broader audience.
b. Notifies the business to update the template and drops the enqueued messages to avoid eliciting further negative feedback.
Q: Does template pacing apply to all types of templates?
A: Template pacing is only for marketing message templates.
Q: How will template pacing work?
A: Instead of sending a template to the entire audience, the message will be sent to a limited number of recipients. WhatsApp will monitor the quality of the template based on these sample messages while queuing the remainder of messages (the limit at which Meta starts queuing messages is determined by them and not shared externally, however, Meta will share exact info on which messages were delivered and which were queued or eventually sent/dropped). If the feedback received from the sample messages is high quality, the remainder of the messages will be sent. However, if the feedback is low quality, they will drop the remaining queued messages and notify the business about poor-quality feedback from users.
Q: How will template pausing work in conjunction with template pacing?
A: Meta utilizes the same system and indicators for assessing template quality in Template Pacing as they do in template pausing and other types of quality enforcement. This means that the messages dropped during Template Pacing due to low-quality templates would have been the ones paused at a later stage on a larger scale. Therefore, Meta offers the same quality assessment but at an earlier stage, which provides businesses with more predictability and control. This is because Template Pacing occurs within the initial 30 minutes of a campaign, as opposed to hours or days later with template pausing, allowing businesses to react more promptly. However, despite initial success, a template may run into quality issues. For such scenarios, where there is a change in user perception, template pausing will continue to operate and will reactively take place in response to negative feedback coming from users.
Q: Will phone number rate limiting no longer take place?
A: Phone number rate limiting will still take place if a business fails to improve messaging quality over a sustained period. However, similar to the impact with template pausing, they expect template pacing to reduce phone number downgrades as businesses will get quicker quality feedback at the template level. Meta is exploring updates to phone number rate limiting and will share more details in the coming months.
Q: Where can we understand template quality?
A: Partners and businesses should check the template quality rating in the WhatsApp Manager or integrate with webhooks for real-time quality signal notifications.
Q: How does WhatsApp assess the quality of a campaign during Template Pacing?
A: Upon sending the initial set of messages, WhatsApp monitors real-time feedback from users and processes it to arrive at a precise quality assessment of a template within a short period of time.
Q: How long does the Template Pacing process take before deciding to send or drop the remainder of the messages?
A: Once WhatsApp starts pacing messages, Meta aims to make a decision as soon as possible. If, however, quality systems are not able to make a decision within a maximum of 30 minutes, they will allow the template to scale and deliver messages to the remaining recipients. Note that, not all messages will be queued - the pace limit depends on how quickly they get user feedback and how accurately they are able to compute quality.
Q: Can Template Pacing be applied to any campaign, regardless of its size?
A: While they don’t disclose exact information, Template Pacing will primarily be applied to large-volume marketing campaigns. Our pacing infrastructure ensures the process is as seamless as possible for businesses and offers full visibility into the journey of a message.
Q: What happens if the user feedback during the Template Pacing process is negative?
A: If WhatsApp determines that the feedback received from the sample of users is low quality, Meta will drop the remaining queued messages and send a notification via email, webhooks, and WhatsApp Manager notifications. Businesses can reinstate templates that have been paused during the quality validation phase through the API or WhatsApp Manager UI.
Q: Is there an option to continue sending messages if the initial feedback is negative but I still want to reach my entire audience? If not, what should I do?
A: Template pacing will automatically drop messages if quality issues are detected without offering an "override" option. However, since you will be able to reinstate your template almost immediately after, Meta recommends following the best practices of setting the right user expectations, ensuring you’ve received opt-in, and tweaking your content and /or targeting before trying to send messages again. Businesses can reinstate templates that have been paused during the quality validation phase through the API or WhatsApp Manager UI.
Q: Can I decide the size of the initial audience for the Template Pacing process, or is it predetermined by WhatsApp?
A: WhatsApp will predetermine the size of the initial audience and will fully handle end-to-end message delivery for your campaign.
Q: What feedback will be provided to businesses during template pacing, and through which channels?
A: If the template is paused and the messages are dropped, the business will get notifications in - Business Manager Notifications Center
- Whatsapp Manager Banner
- Webhook (message_template_status_update)
Additionally, the business will receive quality changes via the message_template_quality_update webhook and will receive webhooks for messages sends from the queue and drops from the queue via the messages webhook.
Q: Which webhook can I use to receive updates during template pacing?
A: To receive updates whenever a template’s quality changes, subscribe to the webhook message_template_quality_update.
Businesses can use the existing message_template_status_update webhook to see what happens to the messages that are enqueued and the business can use the messages webhook for sent events or dropped events (dropped events will have error code 132015)