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
Even if you select a category, WhatsApp may automatically re-categorize the template based on its content.
Template Categories
1. Authentication Templates
Used for user verification and security purposes.
Examples:
OTP / verification codes
Login authentication
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Helps avoid sending outdated or irrelevant messages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.
Format
Example
Values are replaced dynamically while sending the message.
Always ensure the selected category matches the actual purpose of the message, otherwise it may be rejected or automatically re-categorized by WhatsApp.
Key Insight
Correct template categorisation ensures:
Faster approval
Accurate billing
Better delivery performane
Feature
Authentication
Utility
Marketing
Purpose
User verification & security
Transactional updates
Promotions & engagement
Main Use Case
OTP, login, account recovery
Order updates, payment status, alerts
Offers, campaigns, recommendations
Content Nature
Strict, predefined
Informational & neutral
Flexible & promotional
Approval Strictness
Very High
Medium
Flexible
Media Support
❌ Not Allowed
✅ Allowed
✅ Allowed
URL Support
❌ Not Allowed
✅ Allowed
✅ Allowed
Buttons
OTP buttons only
CTA / Quick Reply
CTA / Quick Reply
Dynamic Variables
Limited (OTP only)
Supported
Supported
Personalization
Minimal
Moderate
High
User Interaction
Low
Medium
High
Pricing Impact
Usually service-related
Service-related
Marketing rates apply
Example
“{{1}} is your OTP”
“Your order has been shipped”
“Get 20% off today!”
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.
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