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When creating or managing a WhatsApp template, it is essential to understand how they are categorized, as the category directly impacts pricing and approval.
Before creating a template:
  • Review the categorization rules
  • Verify that the content meets the criteria
  • Follow up on the approval status
  • Watch for possible automatic recategorizations

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Template category types

WhatsApp classifies templates into 3 main categories:

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1. Marketing templates

These are the most flexible and aim to:
  • Build brand awareness
  • Drive sales
  • Retarget customers
  • Promote app downloads
  • Strengthen customer relationships
The following are also considered marketing:
  • Templates with mixed content (utility + promotion)
  • Ambiguous messages like “Congratulations!” or just a single parameter
Common examples:
  • Enjoy a 15% discount with the code PROMO
  • You left products in your cart. Complete your purchase
  • Renew your subscription before 04/01/2025
  • Download our app to access exclusive benefits

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2. Utility templates

These are non-promotional messages that:
  • Are triggered by a user action
  • Are specific to their account/order
  • Are essential or critical for the user
They must meet two conditions:
  1. No promotional intent
  2. Be specific to the user or critical for their security
Common examples:
  • Your order #1234 has been confirmed and will be shipped on 03/15.
  • Your invoice #5678 is due on 03/20 for a total of $50.00.
  • We have received your payment of $120.00. Thank you.
  • Your appointment is confirmed for 04/10 at 2:00 PM.

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3. Authentication templates

These are the most restrictive. They are used exclusively for:
  • Sending OTP codes
  • Identity verification
  • Account recovery
  • Transaction validation
Example:
  • Your verification code is 123456
Only this category can send access codes.To create authentication templates, your business must have a verified portfolio in Meta Business Manager. Without this verification, you will not be able to create or send this type of template.See the step-by-step guide to verify your business in Facebook Business Manager.

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How WhatsApp assigns the category

When you create a template:
  1. You select the category.
  2. WhatsApp validates the content.
  3. A status is assigned.
Since April 9, 2025: if you select Utility but the content looks like marketing, it will be automatically approved as Marketing. You can request a review up to 60 days after the change.

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Approval statuses

If your template is rejected, you can:
  • Create a new template
  • Edit the category and resubmit
  • Request a review from Business Manager
Key recommendations:
  • If it includes promotion → it is probably Marketing.
  • If it reports on a user action → it may be Utility.
  • If it sends an OTP code → it must be Authentication.
  • Avoid mixing promotion with operational messages if you want it to be utility.
  • Always review before submitting for approval.