Template Categorisation Guidelines
Modified on: Wed, 26 Feb, 2025 at 6:32 AM
Our template category guidelines are how we define the category of message templates on our platform. Use these guidelines when choosing a category for each of your templates.
For each category, we outline the message objective, business goal and example templates.
How to create a WhatsApp Template?
TABLE OF CONTENTS
- Marketing templates
- Utility templates
- [To be Released] Authentication templates
- FAQs
- How can we assign a category to a template?
- What are WhatsApp message templates?
- How do I assign the correct category to a WhatsApp template?
- What happens if my template is categorized incorrectly?
- What types of messages fall under Marketing Templates?
- What qualifies as a Utility Template?
- What are Authentication Templates used for?
- Can I mix content from different categories in one template?
- What happens if my template is rejected?
- How can I ensure my template gets approved quickly?
- Where can I find more information or request support?
Marketing templates
Marketing templates are our most flexible. They can enable businesses to achieve a wide range of goals, from generating awareness to driving sales and more.
Message Objective | Business Goal | Example Templates |
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Awareness | Generate awareness of your business, products, or services among customers who have subscribed to receive messages from your business on WhatsApp. |
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Sales | Send general promotional offers to customers related to sales events, coupons or other content intended to drive sales. |
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Retargeting | Promote relevant offers or other call-to-actions to customers who may have visited your website, used your app, or engaged with your products and services. |
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App Promotion | Request customers to install or take a specific action with your app. |
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Build Customer Relationships | Strengthen customer relationships through personalized messages or by prompting new conversations. |
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Also considered marketing templates are:
- Templates with mixed content (e.g. Both utility and marketing, such as order update with a promo or offer).
- Templates where contents are unclear (e.g., contents are only “{{1}}” or “Congratulations!”).
Note: Examples are illustrative only, templates containing similar content or content including this example text may be categorized differently based on their exact content.
Utility templates
Utility templates are typically triggered by a user action or request. They must include specificity about the active or ongoing transaction, account, subscription or interaction to which they relate. For example, an order confirmation must contain an order number.
Message Objective | Business Goal | Example Templates |
---|---|---|
Opt-In Management on WhatsApp | Confirm opt-in for receiving messages on WhatsApp as a follow-up to opt-in collected via other channels (e.g., website, email). Also confirm opt-out. |
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Order Management | Confirm, update, or cancel an order or transaction with a customer using specific order or transaction details in the body of your message. |
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Account Alerts or Updates | Send important account updates, including time-sensitive alerts, safety information, payment reminders, and other information relevant to already-purchased or subscribed products and services. These messages should not intend to upsell or cross-sell new products or services. |
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Feedback Surveys | Collect feedback on previous orders, interactions or ongoing relationships with customers. These messages should not be about requesting feedback related to potential upsell or cross-sell opportunities. |
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Continue a Conversation on WhatsApp | Send a message to start an interaction on WhatsApp that began in another channel. These messages should not be initiated without a user having requested the conversation to be moved to WhatsApp. |
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Note: Examples are illustrative only, templates containing similar content or content including this example text may be categorized differently based on their exact content.
[To be Released] Authentication templates
Authentication templates enable businesses to authenticate users with one-time passcodes (usually 4-8 digit alphanumeric codes), potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges).
Authentication templates are our most restricted. For a template to be classified as authentication, a business must:
- Use WhatsApp’s preset authentication message templates, which include optional add-ons like security disclaimers and expiry warnings
- Configure a one-time password button (copy-code or one-tap)
- Follow content restrictions: URLs, media, and emojis are not allowed for authentication template content or parameters. Additional length restrictions of 15 characters also apply to parameters.
Definition | Examples |
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Authentication code |
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FAQs
How can we assign a category to a template?
When you create a message template, you select the category you believe applies, based on the template category guidelines outlined above. We then determine the template’s category, based on the template contents and these same guidelines. If we agree with the category you designated, we set the template status to PENDING (it then goes through template review to ensure it is in compliance with our policies. If we disagree, we set it to REJECTED.
For creating a template please refer to the documentation below:
How to create a WhatsApp Template?
What are WhatsApp message templates?
WhatsApp message templates are pre-approved messages businesses use to communicate with customers outside the 24-hour messaging window. They ensure consistent, structured, and policy-compliant messaging.
How do I assign the correct category to a WhatsApp template?
When creating a template, you must select one of the three categories based on the message’s purpose:
Marketing – Promotional messages, offers, and customer engagement.
Utility – Order confirmations, payment reminders, and account updates.
Authentication – One-time passcodes (OTP) for account verification and login security.
WhatsApp reviews and finalizes the category based on content. If misclassified, the template may be rejected and need revision.
What happens if my template is categorized incorrectly?
If WhatsApp determines the category you selected is incorrect, your template will be rejected. You will need to revise and resubmit it under the correct category.
What types of messages fall under Marketing Templates?
Marketing templates are the most flexible and include:
- Promotional offers and discounts
- Event invitations and announcements
- Retargeting messages (e.g., abandoned cart reminders)
- App promotions and referral programs
Example:
"You left something in your cart! Complete your purchase here: {{1}}."
Note: Templates with mixed content (e.g., order updates with a promo) are also considered Marketing.
What qualifies as a Utility Template?
Utility templates provide customer-requested updates and transactional messages such as:
- Order confirmations and tracking updates
- Payment and subscription reminders
- Account alerts and security notifications
Example:
"Your package from order {{1}} is out for delivery. Track it here: {{2}}."
Note: Utility templates cannot contain promotions, upsells, or sales-related content.
What are Authentication Templates used for?
Authentication templates are strictly for user verification and must:
- Contain only an OTP (one-time passcode).
- Follow WhatsApp’s preset authentication template format.
- Not include URLs, media, emojis, or promotional content.
Example:
"{{1}} is your verification code. Do not share this code."
Can I mix content from different categories in one template?
No, templates should be clear and specific to one category. A Utility template that includes a promotional message will be categorized as Marketing and may be rejected if misclassified.
What happens if my template is rejected?
If your template is rejected, it means:
- It may have violated WhatsApp’s policies.
- The content did not match the selected category.
You can edit and resubmit the template after correcting the issue.
How can I ensure my template gets approved quickly?
✔ Choose the correct category based on the content.
✔ Ensure the message is clear and contains all necessary details.
✔ Follow WhatsApp’s guidelines to avoid rejection.
For detailed instructions, refer to [How to Create a WhatsApp Template?](Insert Link Here).
Where can I find more information or request support?
If you need further assistance, check WhatsApp’s official documentation or reach out to WhatsApp Business Support for help.
By following these guidelines, businesses can improve template approval rates, ensure compliance, and maximize their WhatsApp engagement.
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