When creating WhatsApp templates, Meta requires them to fit into one of three categories. Each serves a different purpose and has specific rules you must follow to ensure approval and successful delivery.
1. Marketing Templates
Purpose: Designed for promotional and sales-related communication.
Examples of use cases:
Product announcements and new launches
Flash sales, seasonal promotions, and discount offers
Event invitations, RSVP reminders, and limited-time campaigns
Newsletters, product updates, and curated content
Back-in-stock or restock alerts
Requirements and restrictions:
Opt-out instructions must be included. For example, “Reply STOP to unsubscribe.”
Subject to per-user marketing limits to prevent spam. Can be stopped by Meta from being delivered. (Read more on that here)
Only send to opted-in users. Customers must explicitly agree to receive marketing messages.
Best practice tips:
Keep content concise and engaging.
Always personalize with variables (e.g., first name, order details).
Add value (exclusive deals, early access, limited offers).
2. Utility Templates
Purpose: For transactional and service-related communication. These templates support the customer’s existing journey.
Examples of use cases:
Order confirmations, processing updates, and delivery notifications
Shipping confirmations with tracking links
Appointment confirmations, reschedules, or reminders
Account alerts such as password changes or suspicious login attempts
Payment confirmations, receipts, or subscription renewals
Requirements and restrictions:
Must directly relate to an ongoing transaction or service.
No promotional content allowed. Even subtle marketing language can cause rejection.
Rarely stopped by Meta from getting delivered since they are service-driven.
Best practice tips:
Keep the message focused and factual.
Use clear CTAs like View Order Status or Track Package.
Combine with dynamic variables for personalization.
3. Authentication Templates
Purpose: Strictly for identity verification and security purposes.
Examples of use cases:
One-time passcodes (OTP) for login or registration
Password reset confirmations
Two-factor authentication (2FA) messages
Identity verification steps for secure transactions
Requirements and restrictions:
Must follow Meta’s strict formatting patterns. Typically short and secure.
Absolutely no promotional content.
Requires integration with a secure OTP system. Spur acts as the sender from your connected WhatsApp, but the codes must originate from your system or a third party.
Best practice tips:
Keep OTPs short and easy to type.
Mention expiration time clearly.
Avoid unnecessary text; security comes first.
Important Disclaimer on Template Categories
Meta carefully reviews every template you submit. If you try to get a marketing or promotional message approved under the “Utility” category, Meta will not reject it, they will automatically reclassify it as Marketing.
However, if you repeatedly attempt to bypass the rules by disguising promotional content as Utility, Meta can flag your account for suspicious behavior. This can result in:
Temporary restrictions on your account
Increased scrutiny of your future template submissions
Permanent suspension or banning of your WhatsApp Business account
Our recommendation: Always choose the correct category for your template from the start. Misclassifying templates to save costs is risky and can jeopardize your account.