2025 年 WhatsApp 模板消息分类全攻略 | 帮你避开拒批和多余费用！
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用 WhatsApp Business API给客户发消息，看似简单，但选错模板类别就可能花冤枉钱，还被拒。
不管你是发营销模板、交易相关模板还是身份验证模板，选对类别就等于省时间、省预算，还能避免麻烦。
从 2025 年 7 月 1 日起，WhatsApp 对模板分类的规则做了调整。
这篇文章会带你：
• 搞懂三类模板各是什么意思
• 学会判断该选哪一类
• 了解最新的分类变化
• 避免多花钱、避免消息被拒
什么是 WhatsApp 模板？
普通消息只能在24 小时客服窗口里发，而模板消息就不一样了——随时都能发，就算超过了窗口期也没问题。
所以，它特别适合用在推广活动、订单通知、身份验证这些场景。
目前模板分三类：
📢营销模板
• 帮你提升品牌知名度、增加销量，还能做客户再营销。
• 例子：新品发布、促销信息、购物车遗弃提醒。
• 注意：这类消息成本最高。
⚙️交易相关模板
• 非营销内容，用来跟进用户的操作或请求，通常由用户的行为触发，并且是用户已同意接收的必要信息。
• 例子：订单确认、物流更新、预约提醒。
🔑身份验证模板
• 用来在不同阶段验证用户身份。
• 例子：一次性密码（OTP）、密码重置验证码、双重验证（2FA）。
• 注意：这类消息单价最低，量大还有额外折扣。
怎么判断该用哪类模板？（2025 年 7 月更新)
因为营销模板最贵，很多企业都想用交易相关或身份验证模板来省钱。
这次更新主要是细化了交易相关模板的定义，还调整了一些常见场景的分类。
1. （交易相关 → 营销）通用反馈问卷
像 “请评价我们的服务” 、 “喜欢我们的应用吗？给个评分！” 这种通用问卷，现在会算作营销模板，除非它与某单交易直接相关。
在这次更新之前，这种通用问卷通常都可以算作交易相关模板。
✅ 可以保留为交易相关的情况：问卷里要提到订单等细节，比如 “您对订单 #12345 的配送体验如何？”
2. （营销 → 交易相关）重要安全通知
重要的非营销信息，比如安全或防诈骗提醒，现在可以算交易相关，发起来更省钱。
例子：
“我们检测到 ATM 欺诈活动增加。为保护您尾号 1234 的银行卡，请尽快更新密码。”
3. （营销 → 营销）再营销信息
凡是目的在于促使用户采取回访行为的消息（比如保单续签、贷款优惠、新产品推荐），依旧会被归类为营销模板。
例子：
“您的保险将在 2 天后到期！点击续保。”
“我们找到了符合您搜索条件的车辆——立即登录查看！”
| 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.