WhatsApp Template Categories
Meta classifies WhatsApp message templates into three categories: Utility, Authentication, and Marketing. The category you choose determines pricing, delivery rules, and how Meta reviews your template. This guide explains each category in detail.
Category Overview​
| Category | Purpose | Pricing Tier | Review Speed | Messaging Limits Apply |
|---|---|---|---|---|
| Utility | Transaction-related updates | Standard | Fast (minutes to hours) | Yes |
| Authentication | OTPs and verification codes | Lower rate | Fast (minutes to hours) | Yes |
| Marketing | Promotions and engagement | Higher rate | Standard (up to 24 hours) | Yes |
Choose the correct category from the start. Meta may reclassify miscategorized templates, which can affect your billing and delivery. A utility template reclassified as marketing will be billed at the higher marketing rate.
Utility Templates​
Utility templates are for messages related to a specific, agreed-upon transaction or request. They inform customers about ongoing transactions, account updates, or actions they have taken.
When to Use Utility​
| Use Case | Example |
|---|---|
| Order confirmations | "Your order #12345 has been confirmed" |
| Shipping updates | "Your package is out for delivery" |
| Payment receipts | "Payment of Rs. 500 received" |
| Appointment reminders | "Your appointment is tomorrow at 3 PM" |
| Account alerts | "Your password was changed successfully" |
| Booking confirmations | "Your flight booking BK-789 is confirmed" |
Utility Template Rules​
- Must relate to a specific customer transaction or request
- Cannot contain promotional content (discounts, offers, upsells)
- Customer must have initiated the transaction or relationship
- Should provide actionable information
Example​
Name: order_shipped
Category: Utility
Body:
Hi {{1}}, your order #{{2}} has been shipped!
Courier: {{3}}
Tracking ID: {{4}}
Expected delivery: {{5}}
Track your package using the link below.
Buttons: [Track Order] (URL)
What Not to Include in Utility Templates​
- Promotional offers ("While you wait, check out our sale!")
- Upsell suggestions ("Customers also bought...")
- Marketing language ("Don't miss out!")
- Unrelated product information
Authentication Templates​
Authentication templates are specifically for sending one-time passwords (OTPs) and verification codes. They have special pricing and formatting rules.
When to Use Authentication​
| Use Case | Example |
|---|---|
| Login OTP | "Your login code is 123456" |
| Two-factor authentication | "Use code 789012 to verify your identity" |
| Account verification | "Verify your account with code 456789" |
| Transaction confirmation | "Confirm your payment with OTP 234567" |
Authentication Template Rules​
- Must contain only the verification code and essential context
- Cannot include promotional content, links, or media
- Must indicate code expiry if applicable
- Should include a security warning (e.g., "Do not share this code")
- Meta provides a pre-built authentication template format
Pre-Built Authentication Template​
Meta offers a standardized authentication template format:
{{1}} is your verification code. For your security, do not share this code.
This format is pre-approved and can be used immediately.
Custom Authentication Template Example​
Name: login_otp
Category: Authentication
Body:
{{1}} is your verification code for {{2}}.
This code expires in {{3}} minutes.
Do not share this code with anyone.
Buttons: [Copy Code] (Quick Reply)
Authentication Template Restrictions​
| Allowed | Not Allowed |
|---|---|
| OTP code | Product recommendations |
| Code expiry time | Links to website |
| Security warning | Images or media |
| App/service name | Marketing content |
| Copy code button | Multiple CTAs |
Marketing Templates​
Marketing templates are for promotional messages, offers, product announcements, and re-engagement campaigns. They have the highest pricing tier and the most scrutiny during review.
When to Use Marketing​
| Use Case | Example |
|---|---|
| Promotional offers | "Get 30% off this weekend!" |
| Product launches | "Introducing our new collection" |
| Re-engagement | "We miss you! Here's a special offer" |
| Event announcements | "Join our webinar on January 30" |
| Newsletter updates | "This week's top picks for you" |
| Loyalty rewards | "You've earned 500 bonus points!" |
| Cart abandonment | "You left items in your cart" |
Marketing Template Rules​
- Must include opt-out instructions (recommended: "Reply STOP to unsubscribe")
- Content must be truthful and not misleading
- Offers must be genuine and verifiable
- Cannot use aggressive or manipulative language
- Subject to stricter quality monitoring
Example​
Name: seasonal_sale
Category: Marketing
Header: (Image - sale banner)
Body:
Hi {{1}}, our end-of-season sale is live!
Get up to {{2}}% off on {{3}}.
Use code {{4}} at checkout for an extra {{5}}% discount.
Offer valid until {{6}}. Don't miss out!
Footer: Reply STOP to unsubscribe
Buttons: [Shop Now] (URL)
Marketing Best Practices​
- Segment your audience -- Send relevant offers to interested customers.
- Respect frequency -- Do not send marketing messages too frequently (no more than 2-3 per week).
- Provide clear value -- Every message should offer something the customer wants.
- Include opt-out -- Always provide a way to unsubscribe.
- Monitor quality -- Track quality rating closely; marketing templates are more susceptible to quality drops.
Marketing templates are most likely to receive negative quality feedback from users. If too many recipients block or report your messages, your template will be paused. See Quality Rating.
Category Pricing​
Conversation pricing depends on the template category and the market:
| Conversation Type | Initiated By | Category Trigger |
|---|---|---|
| Utility | Business (using utility template) | Utility template sent |
| Authentication | Business (using auth template) | Authentication template sent |
| Marketing | Business (using marketing template) | Marketing template sent |
| Service | Customer (customer messages first) | Customer-initiated message |
Pricing Hierarchy (India Market)​
| Category | Relative Cost |
|---|---|
| Authentication | Lowest |
| Service | Low |
| Utility | Standard |
| Marketing | Highest |
Actual pricing varies by market and is subject to change. Check the Exotel Dashboard or contact your account manager for current rates.
Category Reclassification​
Meta may reclassify your template if the category does not match the content:
| Submitted As | Reclassified To | Reason |
|---|---|---|
| Utility | Marketing | Template contains promotional language |
| Authentication | Utility | Template includes non-OTP content |
| Utility | Marketing | Template includes upsell or cross-sell |
Impact of Reclassification​
- Pricing changes -- You may be billed at a higher rate.
- Quality monitoring -- Different quality thresholds apply.
- Delivery behavior -- Marketing messages may be subject to messaging limits.
Choosing the Right Category​
Use this decision tree:
Is the message a one-time password or verification code?
→ Yes: Authentication
Is the message about a specific customer transaction or action?
→ Yes: Does it contain any promotional content?
→ No: Utility
→ Yes: Marketing
Is the message promoting a product, offer, or engagement?
→ Yes: Marketing
Conversation Category Examples​
| Message Content | Correct Category |
|---|---|
| "Your OTP is 123456" | Authentication |
| "Order #ORD-123 has shipped. Track at URL" | Utility |
| "Your appointment is tomorrow at 3 PM" | Utility |
| "Payment of Rs. 500 received. Ref: TXN-456" | Utility |
| "Flash sale! 50% off everything this weekend" | Marketing |
| "We miss you! Come back and get 20% off" | Marketing |
| "New arrivals just dropped. Check them out!" | Marketing |
| "Your reward points are expiring soon. Redeem now" | Marketing |
Next Steps​
- Creating WhatsApp Templates -- Create templates
- Template Guidelines -- Approval criteria
- Quality Rating -- Quality monitoring
- Messaging Limits -- Sending limits
- WhatsApp API Reference -- API documentation