WhatsApp templates: marketing, utility and authentication
Marketing, utility and authentication templates in the WhatsApp API: what each one is for, how much it costs and why Meta may change their category.
In a nutshell
To write to a customer outside the 24-hour window, the WhatsApp API requires a template approved by Meta. Each template has a category—marketing, utility or authentication—that defines what it can be used for and how much it costs to send.
When you need a template
When a customer writes to you, a 24-hour window opens in which you can reply with free-form messages. Outside that window, or to start the conversation yourself, you can only send a template: a message with a format approved in advance by Meta, which can include variable data such as the name or order number. Also, to message someone first you need their consent, whatever the template category.
Templates are created and submitted for review from Meta's WhatsApp Manager, from the platform that connects your number or with your own development. Meta approves or rejects them, usually quickly.
- Reply within 24 hours: free-form message.
- Message you start: approved template and consent.
- Variables let you personalize without approving every send.
Marketing
These are messages that seek a sale or a commercial action: promotions, launches, offers, abandoned-cart reminders, event invitations or re-engaging a customer who hasn't bought in a while.
They're usually the most expensive and can only be sent to people who consented to receive messages from the business. If people block or report them, the number's quality drops.
- Promotions and offers.
- News and launches.
- Customer re-engagement.
Utility
These are messages about something the customer already requested or that's in progress: a purchase confirmation, a shipment status, an appointment reminder, a booking change or a payment notice.
They usually cost less than marketing templates and, according to Meta's current pricing, those sent while the service window is open have no fee. They can't include promotional content: if they do, Meta may move them to marketing.
- Order or booking confirmations.
- Shipping statuses.
- Appointment and payment reminders.
Authentication
They're only for sending one-time verification codes, for example to log in or confirm a transaction. They have a fixed format defined by Meta, with the code and usually a button to copy it.
They can't be used for anything else, even if the message is short.
- Login codes.
- Transaction verification.
- Fixed Meta format.
Why Meta changes a template's category
Meta reviews the content and, if a template submitted as utility has commercial purposes—a discount, an invitation to buy—it recategorizes it as marketing and charges it as such.
To avoid that, write utility templates about the specific transaction and keep anything commercial for separate marketing templates.
- One template, one purpose.
- No promotions in utility.
- Check the approved category before sending at volume.
Templates in Volga
Volga checks whether the 24-hour window is still open before sending, and when it's closed it offers to send an approved template. Campaigns use templates to write to a group of contacts.
- Notice when a template is needed.
- Campaigns with approved templates.
Frequently asked questions
Questions about this guide
What's the difference between a marketing template and a utility template?
A utility template reports on something the customer already requested or that's in progress, such as a shipment or an appointment; a marketing template seeks a sale or a commercial action. Marketing is usually more expensive than utility, and if a utility template includes promotions Meta may recategorize it.
How much does it cost to send a WhatsApp template?
It depends on the category, the recipient's country and whether the 24-hour window is open (according to current pricing, utility templates sent while the window is open have no fee), and Meta updates the pricing from time to time. In most countries marketing is the most expensive, but not in all of them: check your country's rate card before estimating. If you use a platform, its price comes on top.