> For the complete documentation index, see [llms.txt](https://learn.doubletick.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://learn.doubletick.io/whatsapp-business-api/template-pacing-and-business-portfolio-pacing.md).
# Template pacing and Business portfolio pacing
Learn what template pacing and business portfolio pacing are, why your WhatsApp messages may be delayed or dropped, and how to avoid it.
Sometimes you send a campaign on DoubleTick and some messages are not delivered right away. They show as **"on hold"**. This happens because of two checks that Meta (the company that owns WhatsApp) runs: **template pacing** and **business portfolio pacing**. Both checks are live. This article explains them in simple words, and what you can do about them.
#### What's covered
* [Key terms](#key-terms)
* [What is template pacing?](#what-is-template-pacing)
* [What is business portfolio pacing?](#what-is-business-portfolio-pacing)
* [Are these checks live?](#are-these-checks-live)
* [Template pacing vs. portfolio pacing](#template-pacing-vs.-portfolio-pacing)
* [What this means for DoubleTick customers](#what-this-means-for-doubletick-customers)
* [How to avoid pacing](#how-to-avoid-pacing)
* [Key takeaways](#key-takeaways)
#### What is template pacing?
Template pacing is a check on one single template. Meta wants to be sure customers like a template before it goes out to a large number of people. Think of it as a trial run. Meta sends your message to a small group first. If those customers react well, the rest of the messages go out. If they react badly, Meta stops the template.
**Which templates are checked:**\
Template pacing applies to **Marketing** and **Utility templates** only. Meta checks these templates:
* A template you have just created.
* A template that was paused, and that you have switched on again.
* A template that does not have a green rating.
Utility templates are checked in only one case: for 7 days after a Utility template has been paused. Meta does not say how many messages or how much feedback starts this check.
**What you will see:**
* A small number of messages is delivered normally.
* The other messages are put on hold. In the API response, these messages show the status **`held_for_quality_assessment`**.
* **On hold does not mean failed.** It only means Meta is waiting to see how customers react.
**What happens next:**\
Meta looks at how customers react: replies, blocks, reports and general engagement. Then one of these happens:
* **Customers react well:** Meta sends all the held messages normally.
* **Customers react badly:** Meta pauses the template. The held messages are cancelled and are never delivered. Each cancelled message shows error code **`132015`**. Your admins get a notification in Meta Business Suite, a banner in WhatsApp Manager, and an email.
**What if Meta takes too long to decide:**\
Meta says that busy campaigns are still delivered within about an hour. If Meta has not decided by then, it sends the held messages normally.
#### What is business portfolio pacing?
Business portfolio pacing is a check on your **whole business account**, not on one template. It works like a speed breaker on a road. If you send a lot of messages in a short time, Meta makes you slow down. It covers all your WhatsApp numbers and all types of templates.
**When does it happen**\
Portfolio pacing starts when you try to send a large number of templates in a short time, and one of these is true:
* Your business account has sent **fewer than 500,000 templates in the last 365 days**. This count includes all your numbers together.
* Meta is keeping a close watch on your account because it suspects something is wrong, for example, a breach of WhatsApp's messaging rules.
If neither is true, portfolio pacing does not apply to you.
**What you will see**
* A first set of messages is delivered normally.
* The other messages are put on hold. They show the same status, **`held_for_quality_assessment`**.
* Meta releases the held messages in small groups, and checks how customers react before it releases the next group.
**What happens next**
* **Customers react well:** Meta keeps releasing the messages, group by group.
* **Customers react badly or the activity looks suspicious:** Meta cancels all the messages still on hold. Each one shows error code **`135000`**. Your admins are told in the same ways as above.
**What else can happen while Meta is reviewing**
* You cannot send templates or create new templates until the review is over.
* If Meta finds that you broke its rules, it can switch off your **whole business account**.
* If Meta takes action against your account, the admins can appeal the decision.
#### Are these checks live?
Yes. Both **template pacing** and **business portfolio pacing** are live. Meta has rolled them out globally, including for Indian accounts on the WhatsApp Business API platform. You do not need to turn them on, and you cannot turn them off.
#### Template pacing vs. portfolio pacing
| | Template pacing | Portfolio pacing |
| --------------------------------- | ---------------------------------------------- | ---------------------------------------------------------------------------------------------- |
| What does Meta check? | One template | Your whole business account |
| Which messages? | Marketing and Utility templates | All templates, on all numbers |
| When does it start? | A new, switched-on-again or non-green template | A large send, from an account with fewer than 500,000 templates in 365 days or one under watch |
| Error code for cancelled messages | `132015` | `135000` |
| What can happen to you? | The template is paused | You cannot send or create templates, and the account can be switched off |
| How do you recover? | Fix the template, then switch it on again | Wait for the review, and appeal if Meta takes action |
In one line: **template pacing checks the message**, and **portfolio pacing checks how you send**.
**Examples**
* **Template pacing:** You create a new offer template and send it to a big list. Meta delivers a small number first and waits. Customers block the number, so Meta pauses the template and cancels the rest.
* **Portfolio pacing:** Your brand sends many big campaigns from several numbers. Many customers block you. Meta holds messages across all your numbers, not just one template.
#### What this means for DoubleTick customers
A held message is **not a DoubleTick problem**. It is a check done by Meta, and the messages may be delivered on their own later. Use this to find out which check you are facing:
* **Only one template is delayed:** This is probably template pacing.
* **Many templates or numbers are delayed, or you cannot create templates:** This is probably portfolio pacing.
#### How to avoid pacing
These are DoubleTick's recommendations:
* Send clear and useful messages that customers expect.
* Do not use spammy or pushy language.
* Do not send to old contact lists or to people who have not heard from you in a long time.
* Start big campaigns slowly. Do not send everything at once.
* Split your contacts into smaller groups and send to each group.
* Check your template quality rating regularly.
* Keep the number of blocks and reports low.
#### Key takeaways
* **Template pacing** checks one template. **Portfolio pacing** checks your whole business account.
* Both checks are live, including for Indian accounts.
* A message **on hold is not a failed message**. It is cancelled only if customers react badly.
* The error code for a cancelled message is **`132015`** for template pacing and **`135000`** for portfolio pacing.
* Sending slowly to people who want your messages helps you avoid both.
#### FAQs
What does held_for_quality_assessment mean?
Meta is holding your message while it checks how customers react. The message has **not failed**.
Which error code do I see when held messages are cancelled?
You see **`132015`** for template pacing and **`135000`** for portfolio pacing.
Is this a DoubleTick issue?
No. Meta applies these checks, either to a single template or to your **whole business account**.
For how long are Utility templates checked?
For 7 days after a Utility template has been paused.
Can I appeal if my business account is restricted?
Yes. If Meta takes action against your account, the admins can appeal.
#### Related articles
{% content-ref url="/spaces/53n17VnOICC1LtDqlENV/pages/ncQttPnuASSUQX6KTFJE" %}
[Messaging Limits in WhatsApp API](/whatsapp-business-api/messaging-limits-in-whatsapp-api.md)
{% endcontent-ref %}
{% content-ref url="/spaces/53n17VnOICC1LtDqlENV/pages/H2p8rGV9pQ3Gj6D17Ppp" %}
[Manage and View Account Quality on Meta](/whatsapp-business-api/manage-and-view-account-quality-on-meta.md)
{% endcontent-ref %}
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