Template Categories

A template message can have three different categories:

• Marketing

• Utility

• Authentication (Currently not available in India)

Marketing Templates

Marketing template includes advertisements for sales or discounts, announcements of new product launches, invitations to events, or general updates aimed at fostering customer engagement and driving sales or event participation. To ensure a positive user experience and adherence to platform guidelines, these templates need to be pre-approved by Meta. They provide businesses with a structured way to communicate marketing messages while respecting the standards set by WhatsApp for content and user consent.

Here are some common use cases for marketing templates:

Use-Case	Example Message Template
Promotions or Special Offers	✨ Get ready for our exclusive mid-week flash sale! Enjoy 25% off selected items. Use code: FLASH25 at checkout. Offer ends tomorrow, so act fast!
Welcome Messages	👋 Thanks for joining us! We're excited to have you on board. Check out our latest collections and let us know if we can assist with anything.
Updates, Invites, or Suggestions	📢 Big news is coming your way! Mark your calendars for our webinar next Thursday and discover our new product lineup. You won't want to miss it!
Call to Action	🛒 Your items are still in your cart! Finalize your order now and receive a special discount on shipping. Click here to continue shopping: [Link].

Per-User Marketing Template Message Limits

There is a certain limit for a business to send marketing template messages to a customer within a given period, starting with a small number of conversations that are less likely to be read. This limit is set based on the total number of marketing template messages a person has received from any and all businesses, not just messages from your specific business.

This limit is only relevant to marketing template messages that would typically initiate a new marketing conversation. If there is already an ongoing marketing conversation between you and a WhatsApp user, the limit won't impact any marketing template messages you send within that conversation. Read more about this.

Utility Templates

A utility templates are designed for sending practical and informative messages to users based on their actions or requests. This can include transactional information like order confirmations, shipping updates, appointment reminders, or account notifications. These templates are meant to provide users with relevant details about an active or ongoing transaction, account status, subscription updates, or any direct interaction they have initiated.

Here are some rephrased examples of utility template messages:

Use-Case	Example Message Template
Managing User-Requested Opt-Ins	🎉 You've successfully subscribed to receive updates and special offers. Stay tuned for more exciting content coming your way!
Order or Transaction Management	🛍️ Order Confirmed! Thank you for shopping with us. Your order #789101 has been processed. We'll notify you when it ships.
Account Alerts and Updates	🔒 Security Alert: Your login details were updated successfully. If this wasn't you, please contact our support team immediately
Feedback Surveys	💬 We’d love to hear from you! Take a quick survey to help us improve. Your feedback matters: [Survey Link].
Continuing a Conversation	👋 Hello [Name], it's great to reconnect! How can we assist you today? Feel free to respond with any questions or requests.

Any template containing both utility and marketing content will be considered a marketing template. In simple terms, any conversation that isn't about utility or authentication is considered a marketing conversation.