Every WhatsApp template needs a category, and Meta uses it to set the price of each message. Meta also checks that the category matches what the template says. This article helps you choose correctly.
Utility templates
Used for transactional or account-related updates that customers expect. They must not contain any promotion.
Shipping notifications
Appointment confirmations and reminders
Payment and refund updates
Marketing templates
Used for promotions, offers, or re-engagement. Any message that mixes in a promotion also counts as marketing.
Special discounts
New product announcements
Abandoned cart reminders
Promotional campaigns
Utility examples
Situation | Example |
|---|---|
Order confirmation | "Thanks, {{name}}! Order #{{number}} is confirmed. We'll let you know when it ships." |
Delivery update | "Your parcel is on its way. Track it here: {{link}}." |
Delay or backorder | "One item in order #{{number}} is delayed. We'll send a new ship date soon, or you can cancel for a refund." |
Refund | "Your refund of €{{amount}} has been processed." |
Appointment reminder | "Reminder: your appointment is on {{date}} at {{time}}." |
Payment or account notice | "Your monthly payment of €{{amount}} will be charged on {{date}}." |
Support follow-up | "Hi {{name}}, you contacted us by email about {{topic}}. We're picking this up here on WhatsApp." |
Specific feedback request | "How was your recent order #{{number}}? Share your thoughts here: {{link}}" |
Opt-in or opt-out confirmation | "Thanks! You'll now get order updates from us on WhatsApp." |
Outage notice | "We're having a service issue and expect to be back by {{time}}." |
Marketing examples
Situation | Example |
|---|---|
Discount or sale | "Get {{discount}}% off until {{date}} with code {{code}}." |
New product or feature | "Meet our new {{product}}. See what's new: {{link}}" |
Abandoned cart | "You left something behind. Finish your order here: {{link}}" |
Renewal with an incentive | "Your plan ends soon. Renew today and save {{discount}}%." |
Event invitation | "Join us on {{date}} at {{place}}. We'd love to see you." |
Relationship message | "Happy birthday, {{name}}! Thanks for being our customer." |
App promotion | "You can now order in our app. Download it here: {{link}}" |
Cases that often go wrong
Utility with a promo attached. An order update that ends with a discount code is marketing. One promotional line is enough.
Unclear content. A template that only says "Congratulations!" or contains just a variable is treated as marketing.
Renewal reminders. A plain notice that a subscription ends is utility. Add "renew now and save 20%" and it becomes marketing.
Generic surveys. Feedback on a specific order is utility. A general "how are we doing?" survey is marketing.
Customer-requested promotions. Product recommendations and sales pushes stay marketing even if the customer asked to receive them.
Before you submit, ask yourself
Is the customer expecting this message because of something they did?
Does it refer to a specific order, booking, or account?
Would it still work if you removed every line meant to persuade?
If all three are yes, it's likely utility. Otherwise, choose marketing.
What happens if the category is wrong?
When you create the template: If you choose utility but Meta decides it's marketing, it's approved as marketing and priced accordingly.
After approval: Meta regularly rechecks live templates. A utility template that should be marketing is switched to marketing, and this can happen even if Meta reviewed it before. You normally get one day's notice by email and in WhatsApp Manager. The template stays active and keeps sending.
Disagree with a category?
You can ask Meta to review it. In WhatsApp Manager, open Message Templates, go to Business Support, then Template Category Updates, select the template, and click Request Review. You have 60 days to do this. If Meta approves, the category is corrected. If not, it stays.