# Template Categorisation

## Overview

WhatsApp message templates are categorized based on their **purpose and intent**. Every template must belong to one of the following categories:

* **Marketing**
* **Utility**
* **Authentication**

These categories are defined by **Meta (WhatsApp)** and are important for:

* **Template approval**
* **Pricing and billing**
* **Message delivery rules**

{% hint style="warning" %}
Even if you select a category, WhatsApp may **automatically re-categorize** the template based on its content.
{% endhint %}

***

## Template Categories

### 1. Authentication Templates

Used for **user verification and security purposes**.

**Examples:**

* OTP / verification codes
* Login authentication

<figure><img src="/files/H3J5g93AOZyCFrDa5FQE" alt=""><figcaption></figcaption></figure>

**Key Rules:**

* Only for **authentication use cases**
* Must follow **predefined format**
* ❌ No media, URLs, or emojis allowed
* Must include **OTP button (copy or autofill)**

***

### 2. Utility Templates

Used for **transactional or service-related updates**.

**Examples:**

* Order confirmation
* Payment receipt
* Delivery updates
* Appointment reminders

**Key Rules:**

* Must be related to a **user action**
* Content should be **neutral and informational**
* ❌ No promotional or marketing content allowed

If any promotional content is added, it will be converted to **Marketing**.

***

### 3. Marketing Templates

Used for **promotions and customer engagement**.

**Examples:**

* Offers and discounts
* Product promotions
* Event invitations
* Recommendations

**Key Features:**

* Most **flexible category**
* Used for **business growth and engagement**
* Includes any **non-transactional communication**

***

### ⚠️ Important Categorisation Rules

* Templates are categorized based on **actual message content**, not selection
* Mixed content (Utility + Promotion) → **Marketing category**
* Meta continuously reviews and may **reclassify templates anytime**
* Incorrect categorization may lead to:
  * Rejection
  * Higher costs
  * Delivery issues

***

### Message Validity Period

The **message validity period** defines how long WhatsApp will try to deliver a template message.

#### Key Points

* Minimum: **1 minute**
* Maximum: **60 minutes**
* Default (if not set): **30 days**

#### Behavior

* If not delivered within the set time → message **expires**
* Expired messages are **not delivered**
* Helps avoid sending outdated or irrelevant messages

***

### Refund (Utility Templates)

* If a **Utility template** expires before delivery:
  * Charges are **automatically refunded**
* Can be verified in **Broadcaster reports**

***

### Template Naming Guidelines

* Use only:
  * Lowercase letters
  * Numbers
  * Underscores (\_)
* ❌ No spaces or special characters

✔️ Example: `order_update_2024`\
❌ Incorrect: `Order Update 2024`

***

### Dynamic Variables

Dynamic variables allow **personalization** in templates.

#### &#x20;Format

```
{{1}}, {{2}}, {{3}}
```

#### Example

```
Hello {{1}}, your OTP is {{2}}
```

Values are replaced dynamically while sending the message.

***

{% hint style="info" icon="meta" %}
Always ensure the selected category matches the **actual purpose of the message**, otherwise it may be **rejected or automatically re-categorized by WhatsApp**.
{% endhint %}

***

#### Key Insight

Correct template categorisation ensures:

* **Faster approval**
* **Accurate billing**
* **Better delivery performane**

<table data-header-hidden><thead><tr><th></th><th width="167"></th><th></th><th></th></tr></thead><tbody><tr><td><strong>Feature</strong></td><td><strong>Authentication</strong></td><td><strong>Utility</strong></td><td><strong>Marketing</strong></td></tr><tr><td>Purpose</td><td>User verification &#x26; security</td><td>Transactional updates</td><td>Promotions &#x26; engagement</td></tr><tr><td>Main Use Case</td><td>OTP, login, account recovery</td><td>Order updates, payment status, alerts</td><td>Offers, campaigns, recommendations</td></tr><tr><td>Content Nature</td><td>Strict, predefined</td><td>Informational &#x26; neutral</td><td>Flexible &#x26; promotional</td></tr><tr><td>Approval Strictness</td><td>Very High</td><td>Medium</td><td>Flexible</td></tr><tr><td>Media Support</td><td>❌ Not Allowed</td><td>✅ Allowed</td><td>✅ Allowed</td></tr><tr><td>URL Support</td><td>❌ Not Allowed</td><td>✅ Allowed</td><td>✅ Allowed</td></tr><tr><td>Buttons</td><td>OTP buttons only</td><td>CTA / Quick Reply</td><td>CTA / Quick Reply</td></tr><tr><td>Dynamic Variables</td><td>Limited (OTP only)</td><td>Supported</td><td>Supported</td></tr><tr><td>Personalization</td><td>Minimal</td><td>Moderate</td><td>High</td></tr><tr><td>User Interaction</td><td>Low</td><td>Medium</td><td>High</td></tr><tr><td>Pricing Impact</td><td>Usually service-related</td><td>Service-related</td><td>Marketing rates apply</td></tr><tr><td>Example</td><td>“{{1}} is your OTP”</td><td>“Your order has been shipped”</td><td>“Get 20% off today!”</td></tr></tbody></table>

{% hint style="success" icon="whatsapp" %}
Each template message has an **individual messaging fee**, which depends on the **destination country**. Please note that Meta may update pricing at any time, so charges are not fixed.
{% endhint %}


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