Choosing the right WhatsApp template category
Learn if Utility, Marketing, Authentication or Service is the right template category when submitting a new WhatsApp template.
When creating WhatsApp templates, it's essential to choose the correct template category in order to increase the chances of approval and to provide necessary information to WhatsApp during the approval process.
Utility
A utility or transactional message is a message that is sent to a customer in response to an action they have taken, such as confirming a purchase or providing account updates. These messages are typically automated and are meant to provide information that the customer has requested or needs. For example, if you're sending a message to a customer who has just made a purchase, you would choose the Utility category.
Marketing
A marketing message is a message that is sent to a customer with the goal of promoting a product or service. These messages can include special offers, discounts, or other incentives to encourage the customer to take action. If you're sending a message to a customer to promote a sale or a new product, you would choose the Marketing category.
Authentication
An authentication message is usually a one-time password (OTP), a unique code that is sent to a customer's mobile phone or email address to verify their identity. The code is typically only valid for a short period of time and can only be used once, making it an effective way to prevent unauthorized access to an account. If you are sending a message that contains an OTP, you choose the Authentication category.
Service
This category is automatically assigned to all conversations initiated by your customers. Service conversations are initiated only when no other chat window is open and you respond to your customers within the 24-hour customer service window (chat window with free-text composition). If you respond to your customer using a WhatsApp template, a new conversation based on the template category from META will be initiated.