Background information
Initiated by Meta, template pacing is a mechanism used to control the sending of marketing templates. Template pacing allows customers to provide feedback on newly created or unpaused marketing templates within a sufficient period of time. Template pacing can identify and pause the marketing templates that receive poor feedback. In this way, enterprises can adjust their templates before they send the templates to more customers. This reduces the possibility that negative feedback affects the enterprises.
If the messages that have been sent receive negative feedback during template pacing, the messages are not delivered to customers.
Content
Starting from September 12, 2023, template pacing is applied to enterprises in Brazil, Colombia, and Singapore. Starting from October 12, 2023, template pacing is applied to all enterprises around the globe.
Newly created marketing templates and the paused marketing templates that become unpaused may be subject to pacing. The pacing selection criteria of Meta is primarily driven by the template quality history of enterprises. When an enterprise uses a newly created marketing template or newly unpaused marketing template in a marketing campaign, messages are sent until an unspecified threshold is reached. Once the threshold is reached, subsequent messages based on the template will not be sent temporarily. This provides customers with enough time to provide feedback.
If the feedback is positive and the quality rating of the template is changed to high quality, the paused messages will be sent.
If the feedback is negative and the quality rating of the template is changed to low quality, the following situations occur:
The status of the template is set to Paused.
The paused messages are no longer sent and a messages webhook with "status":"failed" and "code":"132015" is triggered.
The system continues to send the paused messages if 60 minutes have elapsed since the messages are sent but the marketing template has not received enough feedback to change its quality rating to high or low.
References
For more information about template pacing, see the Template Pacing section of the Templates topic.
For more information about how to pause a template, see the Template Pausing section of the Templates topic.