> ## Documentation Index
> Fetch the complete documentation index at: https://docs.jelou.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Template categorization

> How WhatsApp templates are categorized and the impact on pricing and approval.

When creating or managing a WhatsApp template, it is essential to understand how they are categorized, as the category directly impacts **pricing** and **approval**.

<Info>
  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
</Info>

## Template category types

WhatsApp classifies templates into **3 main categories**:

### 1. Marketing templates

These are the most flexible and aim to:

* Build brand awareness
* Drive sales
* Retarget customers
* Promote app downloads
* Strengthen customer relationships

<Warning>
  The following are also considered marketing:

  * Templates with mixed content (utility + promotion)
  * Ambiguous messages like "Congratulations!" or just a single parameter
</Warning>

**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`

***

### 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

<Note>
  They must meet **two conditions**:

  1. No promotional intent
  2. Be specific to the user or critical for their security
</Note>

**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.`

***

### 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`

<Warning>
  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](https://help.jelou.ai/es/articles/11118021-guia-paso-a-paso-como-verificar-tu-negocio-en-facebook-business-manager).
</Warning>

## 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.

<Info>
  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.
</Info>

## Approval statuses

| Status       | Description                                                                                 |
| ------------ | ------------------------------------------------------------------------------------------- |
| **Approved** | WhatsApp accepts the chosen category. The template can be used.                             |
| **Pending**  | It is under review.                                                                         |
| **Rejected** | WhatsApp does not agree with the selected category. The reason may be `INCORRECT_CATEGORY`. |

If your template is **rejected**, you can:

* Create a new template
* Edit the category and resubmit
* Request a review from Business Manager

***

<Tip>
  **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.
</Tip>