Last updated: 2026-10-12

WhatsApp template categories

Every WhatsApp template belongs to a category. Choosing the right one helps approval and determines how Meta charges for it.

The categories

• Marketing: promotions, offers, newsletters, reactivation, lead capture.
• Utility: updates about something the customer requested — order status, appointment confirmation, billing notices.
• Authentication: one-time passwords and login codes.

Tips

• Don't disguise promotions as utility; Meta may reclassify or reject them.
• Keep utility templates specific to an existing transaction.
• Check Meta's current pricing per category and country, as it changes over time.

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