Message Template Categories

When you create a message template, you’re given the option to choose from 3 categories: Marketing, Utility, and Authentication. In this article, we’ll see which category to pick when creating a template.

Marketing

You select this category for templates that do not relate to a specific transaction. When your message template contains information about your business and its products or services, you need to select the Marketing category. These templates may include promotions, offers, updates, invitations, recommendations, or requests to complete a new transaction.

If a template has a combination of utility and marketing content, it needs to be a Marketing template.

Examples:

• Looking for a getaway this fall? Our newest resort just opened in {{1}}: the perfect place to relax and unwind.
• As a thank you for your last order, please enjoy {{1}} % off your next order. Use code {{2}} at checkout. Visit our site here {{3}}.
• Your subscription will expire on {{1}} ! Renew easily here: {{2}}
• In-app only: {{1}} % off this week! Use code {{2}} to save on select styles.
• Hey {{1}}, did you think we’d forget? No way! {{2}} ! We wish you the best in the year ahead.

Utility

You need to select this category for transactional notifications like new order notifications, payment confirmations, form submissions, and so on. These templates should not contain any marketing content.

Examples:

• Thanks for confirming opt-in! You’ll now receive notifications via WhatsApp.”
• Hooray! Your package from order {{1}} is on its way. Your tracking number is {{2}} and expected delivery date is {{3}}.”
• Reminder: Your monthly payment for {{1}} will be billed on {{2}} to the {{3}} you have saved on file.
• You chatted with us online recently about order {{1}}. How was your experience? Click to fill out a short survey: {{2}}.”
• “Hi! I see you requested support via our online chat. I am the virtual assistant on WhatsApp. How can I help?”

Authentication

When you need to send one-time passcodes (OTPs, usually 4-8 digit alphanumeric codes), you must use the Authentication category. Authentication templates are different from Utility and Marketing templates. Here’s how:

1. Authentication message templates have preset message text that you can not change.
2. You can enable options like security disclaimers and expiry warnings for these templates.
3. Add a one-time password button (either a copy-code or a one-tap variant).

Examples:

• {{1}} is your verification code.
• {{1}} is your verification code. For your security, do not share this code.
• {{1}} is your verification code. This code expires in 15 minutes.

When you choose a category for your template, make sure the content follows WhatsApp’s guidelines and accurately reflects that category. If the content doesn’t match the selected category, your template could be rejected.

>>> Learn more about WhatsApp's message template category guidelines

Now that you know which category to choose, let’s take a closer look at how a message template is structured.

Updated on: 24/06/2025