WhatsAppBusiness API templates are categorized based on their purpose. The two commonly used categories are Utility and Marketing.

Utility Templates

  • Used for transactional, service-related, or account-related communication.

  • Provide information that is directly related to a customer's request, transaction, or account.

  • Common examples include:

    • Payment confirmations

    • Order updates

    • Appointment reminders

    • Account notifications

    • Transaction updates

  • The primary purpose is to inform the customer or facilitate an ongoing service, rather than promote a product or service.

Marketing Templates

  • Used to promote products, services, offers, or campaigns.

  • Intended to encourage customer engagement, purchases, or other marketing actions.

  • Common examples include:

    • Discounts and special offers

    • Product or service promotions

    • New product launches

    • Event invitations

    • Promotional campaigns

  • The primary purpose is to promote a product, service, or business.

Key Differences

Feature

Utility Templates

Marketing Templates

Purpose

Transactional or service-related communication

Promotional or marketing communication

Examples

Payment confirmations, order updates, appointment reminders

Offers, discounts, product launches, promotional campaigns

Content

Information related to a customer's transaction, account, or request

Promotions, offers, recommendations, or marketing content

Customer Context

Generally related to an existing transaction or service

May be sent to promote products, services, or offers

Approval

Must comply with WhatsApp/Meta guidelines

Must comply with WhatsApp/Meta guidelines

Note: Template categorization and approval are determined by Meta based on the content and purpose of the message. Make sure your template content accurately reflects its intended use and follows Meta's WhatsApp Business Messaging guidelines.