Template categories — Marketing, Utility and Authentication
Which category to pick, why it matters for approval and price, and what gets a template re-classified.
Meta prices templates by category and reviews them against the category you choose. Picking the wrong one is the most common cause of rejection.
| Category | Use it for | Examples |
|---|---|---|
| Utility | Something already underway that the customer asked for or expects — an order, a booking, an appointment, an account update. | Order confirmed, delivery update, payment receipt, appointment reminder, document ready |
| Marketing | Anything that promotes, nudges towards buying, or re-engages. | Offers and discounts, new launches, “We miss you”, event invites, newsletters, follow-ups to cold leads |
| Authentication | One-time passwords and login codes only. | “Your code is 482913” |
Rules of thumb
- If a message sells, promotes or persuades, it’s Marketing — even if it also mentions an order.
- A promotion submitted as Utility is rejected or silently re-classified to Marketing (and billed as Marketing).
- Utility templates must relate to a specific transaction or account; a generic “check out our services” is Marketing.
- Authentication templates must be created in Meta WhatsApp Manager — see Create a template.
Why it matters
- Price: Marketing messages cost more than Utility; Authentication is cheapest. See WhatsApp pricing explained.
- Frequency: Meta limits how many marketing templates one person receives. Vatli automatically holds back contacts who’ve just had several marketing messages. See How broadcasts are delivered.
- Opt-outs: Marketing templates draw more blocks and STOP replies, which affect your number’s quality rating. Target your audience well.