Guideline to WhatsApp Template Message Categories
Table of content
When it comes to using WhatsApp Business API effectively, understanding how how to choose the right WhatsApp template category is critical. Whether its marketing messages, utility messages, and authentication messages, by choosing the correct category, you can save time, save cost, and avoid rejections.
From July 1, 2025, WhatsApp updated its guidelines on template message categorization. In this article, we’ll break down these updated rules, explain what falls under each category, how to choose the correct one, and share key changes you need to know to stay compliant — and cost-efficient.
What are WhatsApp templates?
Unlike free-form messages sent within the 24-hour customer service window, template messages allow you to message customers anytime — even outside the window. This makes them essential for marketing campaigns, order updates, and user authentication.
The three template categories are:
- Marketing :
Promotional, upselling, or cross-selling messages.
Examples: product launches, sales announcements, abandoned cart reminders.
Note: This category has the highest per-message cost. - Utility non-promotional, user-requested, or essential updates tied to a transaction or process-related updates that customers have opted in to receive.
Examples: order confirmations, shipping updates, appointment reminders. - Authentication
Identity verification at any stage of the user journey.
Examples: OTPs, password reset codes, 2FA.
Note: Often the lowest rate per message, with additional discounts at higher volume tiers.
How to Categorize Different Template Types? (Updated in Jul 2025)
As marketing template message is the most expensive one, businesses try to make use of utility and authentication. The July 2025 update focuses on refining the utility category and reclassifying certain use cases to better reflect user expectations and engagement trends.
1. (Utility > Marketing) General Feedback Surveys – Now Marketing
Generic surveys like “How did we do?” ?” or “Like our app? Rate us!” are now marketing unless tied to a specific transaction. Previously, general feedback requests were often classified as utility.
Only specific feedback surveys tied directly to a transaction (e.g., “How was your delivery for Order #12345?”) will remain utility. (e.g. that contain detail about the order to which they relate)
2. (Marketing > Utiliy) Critical Updates – Now Utility
Essential, non-promotional safety or security updates (e.g., fraud alerts) now qualify as utility. This shift allows businesses to send important safety alerts without incurring higher marketing rates.
Example:
“We detected an increase in ATM fraud. To protect your card ending in 1234, please update your PIN.”
3. (Marketing > Marketing) Re-engagement Messages – Always Marketing
WhatsApp is standardizing how it treats re-engagement. If the goal is to prompt a return action from the user — such as policy renewals, loan offers, or new product matches — the message will be marketing.
Examples:
“Your insurance policy expires in 2 days! Click to renew.”
“We found another car matching your search — log in to view!”
| Category | Use case | Example template |
|---|---|---|
| Utility → Marketing | General feedback surveys (1) |
|
| Marketing → Utility | Essential or critical updates that remain non-promotional |
|
| Marketing | Re-engagement updates (2) |
|
Notes:
| ||
How to define Utility template?
Businesses can continue using Cloud API for Service, Utility, Authentication, and inbound customer messages, while adopting MM Lite API for their WhatsApp marketing campaigns. This dual approach maximizes flexibility and ROI:
Utility Templates
To qualify, a message must be non-promotional and either:
- Specific to the user (linked to an account, order, or service or transaction), or
- Essential for safety, compliance, or urgent updates.
Examples: fraud alerts, severe weather warnings, product recalls, warranty notices, system outage notifications.
Should not promote, recommend, upsell or cross-sell products; include offers; or attempt to secure renewals.
More Examples:
Severe weather: There is a {{tornado}} alert in your area. We recommend you remain indoors until {{time}} today.
Crisis response: We activated support services for the {{crisis}} in the {{zip code}} area. Live updates on our site, available below.
Health emergency: The {{city}} has just declared a health emergency due to {{issue}}. We will follow up with more details once available.
Health awareness: Stay up-to-date with your health. Stop by {{location}} by {{time}} to get your free COVID-19 {{vaccine}}. Bring your {{vaccination_card}} and ID
Voting registration: To vote on {{date}}, please ensure your voter {{registration card}} is active. Click the URL below to understand steps required to renew.
Disbursements: Your {{welfare}} disbursement balance is {{amount}}. Kindly note it will expire on {{date}}.
System outage: We detected a {{system}} outage that impacts zip code {{code}}. We expect to restore service by {{time_and_date}}.
Operation disruption: This is to notify you that {{trains}} at our {{location}} station are halted due to {{issue}}. Please avoid the area as we work to rectify.
Fraud awareness: We detected an increase in {{ATM fraud}}. To protect your card ending in {{1234}}, consider updating your PIN. Click below to see the step-by-step.
Product recalls: The {{product}} you ordered on {{date}} has been recalled. Please click below to let us know how you would like to proceed.
Warranty alerts: Thank you for your purchase of {{product}}. Your warranty is active as of {{date}}. Our {{product manuals}} are below, for your reference.
Identity compliance: You need to upgrade to a {{updated_identification_card}} by {{date}}. To avoid inconveniences when travelling, please ensure you make an appointment at your local {{office}}.
Privacy disclosures: We updated our privacy policy on {{date}}. Please click the button below to learn more
| Utility use case | Example template, meeting the definition of ‘essential or critical to the user’ | |
|---|---|---|
| Public safety | Severe weather | There is a {{tornado}} alert in your area. We recommend you remain indoors until {{time}} today. |
| Crisis response | We activated support services for the {{crisis}} in the {{zip code}} area. Live updates on our site, available below. | |
| Public service | Health emergency | The {{city}} has just declared a health emergency due to {{issue}}. We will follow up with more details once available. |
| Health awareness | Stay up-to-date with your health. Stop by {{location}} by {{time}} to get your free COVID-19 {{vaccine}}. Bring your {{vaccination_card}} and ID | |
| Voting registration | To vote on {{date}}, please ensure your voter {{registration card}} is active. Click the URL below to understand steps required to renew. | |
| Disbursements | Your {{welfare}} disbursement balance is {{amount}}. Kindly note it will expire on {{date}}. | |
| Public disruption | System outages | We detected a {{system}} outage that impacts zip code {{code}}. We expect to restore service by {{time_and_date}}. |
| Operation disruption | This is to notify you that {{trains}} at our {{location}} station are halted due to {{issue}}. Please avoid the area as we work to rectify. | |
| Account or product protection | Fraud awareness | We detected an increase in {{ATM fraud}}. To protect your card ending in {{1234}}, consider updating your PIN. Click below to see the step-by-step. |
| Product recalls | The {{product}} you ordered on {{date}} has been recalled. Please click below to let us know how you would like to proceed. | |
| Warranty alerts | Thank you for your purchase of {{product}}. Your warranty is active as of {{date}}. Our {{product manuals}} are below, for your reference. | |
| Legal / regulatory compliance | Identity compliance | You need to upgrade to a {{updated_identification_card}} by {{date}}. To avoid inconveniences when travelling, please ensure you make an appointment at your local {{office}}. |
| Privacy disclosures | We updated our privacy policy on {{date}}. Please click the button below to learn more. | |
Tips! Utility templates sent inside an open customer service window are free. Outside the window, they are charged at lower rates than marketing templates.
The Role of WhatsApp Message Fees
From July 1, 2025, WhatsApp moved to per-message pricing instead of conversation-based pricing. Now, every delivered WhatsApp template message is charged individually, based on its category and the recipient’s country code.
Key pricing rules
- Non-template messages inside the customer service window remain free.
- Utility templates sent inside the window are free.
- Free Entry Point (FEP) windows — triggered by a user initiating a chat via a Click to WhatsApp Ad — allow free messaging for 72 hours.
- Marketing templates are charged regardless of when they’re sent.
How WhatsApp Safeguard the correct category by Automatic Updates & Reviews
WhatsApp regularly scans approved templates and reassigns categories to match policy. Some previously approved templates will be reclassified automatically. For example:
- Utility → Marketing : Utility templates that should be marketing if the content is promotional.
Action: No change to template status, status remains approved so businesses can continue to use the template, WhatsApp automatically update template’s category to marketing
You’ll receive 24 hours’ notice before a category change
- Utility / marketing → authentication:
Action: No change to the template’s category. Update the template’s status to rejected → business can no longer use it to send messages - At least 30 days’ notice before a template rejection.
Tip: Always review your assigned category before sending to avoid unexpected WhatsApp message fees.
Requesting a Review
Businesses can request a category review via WhatsApp Business Support. Updates are communicated via email, WhatsApp Manager, and webhooks.
If you believe a template is miscategorized:
- Go to Business Support Home.
- Select your WhatsApp Business Account.
- Choose the template and click Request review.
- Provide a reason and supporting details.
How to Choose the Right Category (and Avoid Rejection)
To ensure your templates are approved under the right category — and avoid unnecessary WhatsApp message fees — focus on the primary purpose of your message:
- Ask yourself: Is this message promoting something? If yes, it’s Marketing.
- Is it transactional or related to an account or a process the customer initiated? That’s Utility.
- Is it solely for verification purposes? That’s Authentication.
- Is it a follow-up to a customer request without upselling? That’s Service.
- Be specific: Avoid vague text like “Hello, here’s your update.” Instead, include realistic examples that match the category.
- Segment your messages – Use separate templates for marketing and transactional content.
By following WhatsApp’s updated guidelines, you can ensure your templates are approved faster, avoid unnecessary rejections, and keep your messaging costs predictable.
If you’re unsure which category your template belongs to, our team at Sanuker can review and advise before submission. As a Meta Business Partner and WhatsApp Business Solution Provider, we help SMEs, marketing agencies, and system integrators in Malaysia make the most of the WhatsApp Business API — without the headaches.
Start your free trial of WOZTELL today or book a consultation with us to ensure your WhatsApp marketing is compliant and cost-effective.