WhatsApp templates: marketing, utility and authentication explained
Why WhatsApp asks for templates, what each category is for, and how to write templates that get approved and get read.
WAlenz team · · 2 min read
On WhatsApp, a business can't start a conversation with any message it likes. The first message to a customer, and any message more than 24 hours after the customer last wrote to you, has to be a template: a message you write once, submit to Meta for review, and then send to as many people as you like, with details such as the customer's name filled in.
Templates protect people from spam, and they protect you too: a number that sends unwanted messages quickly loses its quality rating.
The three categories
Every template belongs to one of three categories. The category decides what the template may say and how Meta charges for it.
| Category | What it's for | Examples |
|---|---|---|
| Marketing | Anything promotional, or anything that isn't clearly one of the other two | Sales and offers, new products, event invitations, newsletters, "we miss you" messages |
| Utility | Updates about something the customer did or asked for | Order confirmations, delivery updates, appointment reminders, payment receipts, account changes |
| Authentication | One-time passcodes | "123456 is your verification code" |
If a utility template contains promotional content, for example a discount code at the end of a delivery update, it's a marketing template. Meta checks this and can change a template's category after reviewing it, so it's best to keep updates and promotions in separate templates.
What a template is made of
- Header (optional): a short line of text, or a photo, video or document. A photo of the product on sale catches the eye in a busy chat list.
- Body: the message itself, with variables like
{{first_name}}that are filled in for each customer. - Footer (optional): small print, for example "Reply STOP to unsubscribe".
- Buttons (optional): a link to your website, a phone number to call, quick replies such as "Yes, I'm interested", or a button that copies an offer code.
When you submit a template you also give a sample for each variable, so Meta can see what a real message will look like.
Tips for templates that get approved
- Say who you are. Customers should recognise your business from the first line.
- Give real samples. A sample like "Nimali" for
{{first_name}}is clearer than "name". - Don't hide promotions in utility templates. It's the most common reason a template is rejected or re-categorised.
- Offer a way out. A "Stop promotions" quick reply button lets people unsubscribe without blocking you, which protects your number's quality.
- Write for a phone screen. Short paragraphs, one clear call to action.
After approval
Meta keeps an eye on how people react to each template. If many people block or report your number after receiving a template, its quality drops and Meta may pause it. Sending to people who asked to hear from you, at a sensible frequency, is the best way to keep templates (and your number) healthy.
In WAlenz, the template builder shows a live WhatsApp preview while you write, sends the template to Meta for review, and shows the approval and quality status as soon as Meta reports it.