BroadcastoWhatsApp templates fall into three categories: Marketing (promotions and offers — highest priced), Utility (transactional updates like order status — mid priced), and Authentication (one-time passwords — lowest priced). Meta auto-classifies on submission and re-categorises if the content does not match.
Marketing templates require user opt-in and can be paused if too many users mark them as spam. Utility templates must be tied to a specific user action or transaction — order confirmation, delivery update, appointment reminder. Authentication templates carry an OTP and have a stricter body format.
Mis-categorising a Marketing message as Utility is the fastest path to template rejection and account quality drops.
Related terms
- WhatsApp Message Template — A pre-approved message structure required to start a conversation with a customer.
- WhatsApp Conversation-Based Pricing — Meta charges per 24-hour conversation, not per message.