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WhatsApp

How to pick the right WhatsApp template category (marketing, utility or authentication)

When creating a template in Settings › WhatsApp › Templates, choose Marketing for promotions and relationship messages; Utility for confirmations, alerts and feedback requests tied to a specific transaction; Authentication only for verification codes. Meta confirms or corrects the category.

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Before you start

  • Your WhatsApp number must be connected to Elooo CRM and you need access to Settings.
  • Think about the message's purpose before creating the template: is it a promotion, information about something the customer already requested or bought, or a login code?
  • You pick the category, but Meta reviews the content and may reclassify the template during approval.
Where to find it

Settings › WhatsApp › Templates › Create Template › Category field

Step by step

Identify the category

  1. Read the text you'll send and ask: did the customer request or buy something this message refers to?
  2. If no (promotion, news, invitation, win-back, birthday, introducing a virtual assistant), the category is Marketing.
  3. If yes and the message is about a specific transaction, account, appointment or order (with order number, date, amount…), the category is Utility.
  4. If the message is only a one-time code to log in or confirm an account, the category is Authentication.
  5. If it mixes both (for example, an order confirmation with a discount coupon), Meta treats it as Marketing.

Create the template with the right category

  1. Open Settings › WhatsApp › Templates and click Create Template.
  2. In the Category field, choose Marketing, Utility or Authentication based on the previous step.
  3. Write the text specifically. In a utility template, include the concrete details (for example, "Your order {{1}} is confirmed") instead of vague phrases.
  4. For Authentication, use Meta's preset format with the code button (copy code or one-tap) and don't include links, files or emojis; parameters are limited to 15 characters.
  5. Click Create and wait for Meta's review.

Marketing examples

  1. News and service announcements ("We opened a new clinic in…").
  2. Promotions and coupons ("Use code FRIEND10 until Friday").
  3. Abandoned cart or unfinished sign-up recovery.
  4. Asking customers to install or use your app.
  5. Relationship messages: birthdays, year-end thank-yous.

Utility examples

  1. Confirming opt-in or opt-out for WhatsApp messages.
  2. Order confirmation, update, shipping or cancellation, with the order number.
  3. Account alerts: payment reminder, profile update, safety alert or notice about a product already purchased, without upselling.
  4. Feedback request about a specific purchase or visit.
  5. Continuing on WhatsApp a conversation the customer started on another channel (website chat, phone).

Tips

  • The more specific the text, the more likely Meta keeps the Utility category. Generic phrases, or a template that's just "{{1}}" or "Congratulations!", go to Marketing.
  • A utility template shouldn't try to sell another product; add an offer and it becomes marketing.
  • The category affects how Meta handles the message and your sending limits, so it's worth getting right the first time.

Common problems

  • I created it as Utility and Meta changed it to Marketing → The text has promotional content or doesn't reference a specific transaction. Rewrite it with the order or appointment details and no offers, then resubmit.
  • My Authentication template was rejected → It contains a link, file, emoji or a parameter longer than 15 characters. Use the preset format with the code button.
  • I don't know which category an appointment reminder is → If it references a specific booking (date and time), it's Utility. If it's an invitation to book, it's Marketing.
  • The template was approved but with a different category → The final category is the one Meta assigned. If you disagree you can request a review; otherwise use it as is or create a more specific template.

Frequently asked questions

Who decides the final category?

You choose it when creating the template, but Meta reviews the content and can change it. Meta's assigned category prevails.

Is a birthday message marketing?

Yes. Relationship messages, even without an offer, count as Marketing.

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