On the WhatsApp Business API, any message you start (outside a customer's 24-hour chat window) must use an approved template. When you create one, you choose a category: marketing, utility or authentication. Pick the wrong one, and Meta may change it or reject the template.
1. Utility templates
Utility messages are about something the customer has already done or asked for — an order, a booking, an account or a payment.
Examples:
- "Hi Neha, your order #2451 has been shipped. Track it here: [link]"
- "Your appointment with Dr. Mehta is confirmed for 12 Oct, 11 am."
- "Your bill of ₹1,240 is due on 15 Oct. Pay here: [link]"
The key test: is this message needed by the customer because of something they did?
2. Marketing templates
Marketing messages try to sell, promote or bring someone back.
Examples:
- "Diwali sale! 20% off on all sarees till 8 November."
- "New arrivals are here — take a look."
- "We miss you! Here's a coupon for your next order."
Greetings, newsletters and offers usually count as marketing too.
3. Authentication templates
These carry a one-time password (OTP) or login code, and nothing else.
Example: "123456 is your verification code. Do not share it with anyone."
Do not add offers or links to an authentication template.
The most common mistake
Adding a sales line to a utility message. For example:
"Your order has shipped! Also, check out our new Diwali collection."
The second sentence makes it marketing. Meta can re-categorise such templates. Keep utility messages purely about the transaction, and send offers separately.
Tips for approval
- Write clearly and use correct spelling.
- Use sample values for variables, like {{1}} = "Neha", so the reviewer understands.
- Don't use threatening or misleading language.
- Match the category to the content honestly.
- Keep your business name and display name consistent.
Why it matters for your number
Customers are more likely to block a number that sends too many marketing messages. Keep marketing for people who opted in, send it a few times a month at most, and let utility messages do the everyday work. A healthy quality rating keeps your number able to reach more people.
When you set up with us, we help you create and submit your first templates in the right categories. See our WhatsApp Business API plans or read why templates get rejected.
FAQs
What are the WhatsApp template categories?
Marketing (offers and promotions), utility (updates about an order, booking, account or payment) and authentication (one-time codes).
Is an order confirmation a utility or marketing template?
Utility, as long as it is only about the order. Adding an offer can make it marketing.
Can Meta change my template's category?
Yes. If the content does not match the chosen category, Meta can re-categorise or reject it.
Are festival greetings marketing?
Usually yes. Greetings and offers are typically treated as marketing.
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