What are the types of WhatsApp templates available?

What are the types of WhatsApp templates available?

WhatsApp Business templates are divided into three Meta-defined categories: Utility, Authentication, and Marketing. These categories guide Meta’s review process and determine when and how messages can be sent to customers.

πŸ”§ 1. Utility Templates (Transactional)

  • Purpose: Share important, time-sensitive updates after a customer action.
  • Nature: Non-promotional.
  • Common use cases:
    • Order confirmations or shipping updates
    • Appointment reminders
    • Payment receipts or account alerts
  • Example:Hi , your appointment on is confirmed. We'll see you at .

πŸ” 2. Authentication Templates

  • Purpose: Deliver secure one-time passwords (OTP) or login codes to verify identity.
  • Nature: System-triggered, non-promotional.
  • Common use cases:
    • Login via phone number
    • Account recovery
    • Transaction verification
  • Example:Your verification code is . It will expire in 10 minutes.

πŸ“Œ Note: Authentication templates may only be available after Meta approval for this feature.

πŸ“’ 3. Marketing Templates (Promotional)

  • Purpose: Promote products, re-engage users, or run offers.
  • Nature: Requires customer opt-in and stricter policy checks.
  • Common use cases:
    • Product recommendations or launches
    • Flash sales or discount campaigns
    • Win-back messages for inactive users
  • Example:Hi , enjoy 20% off all accessories today only! Shop now: .

πŸ“Š Comparison of Template Categories

Category

Purpose

Allowed Use Cases

Restrictions

πŸ”§ Utility

Transactional, service updates

Orders, appointments, receipts

No promotional language

πŸ” Authentication

Security, identity verification

OTPs, login codes, recovery

Available only after approval

πŸ“’ Marketing

Promotional, re-engagement

Discounts, campaigns, product launches

Requires opt-in; stricter review

ℹ️ Important Notes

  • βœ… Categories affect Meta approval: promotional wording in Utility templates = rejection.
  • ⏱️ Any message sent outside the 24-hour customer window must use an approved template.
  • πŸ“Š Templates are created, categorized, and tracked in Meta WhatsApp Manager or via MyOperator.

πŸ“Ž Related FAQs

✨ Pro Tip: Choose the correct category upfront. Misclassification (e.g., adding a discount in a Utility template) will slow down approval and may impact your compliance score.

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