Articles on: Message Templates

Message Template Categories

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


You need to select this category for transactional notifications like new order notification, payment confirmation, form submissions and so on. These templates should do contain any marketing content.


“Your order #0021 is confirmed”
“Your payment was received! We hope you enjoy the concert!”
“Your order has been canceled; your refund will be processed in 7-10 days”
“Your order has shipped! It will be delivered on Friday”
“Your payment failed, click here to retry”
“Your pre-paid balance is low; click here to top up”


You select this category for templates that do not relate to a specific transaction. When your message template contain information about your business and its products or services, you need to select Marketing category. The 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 as a Marketing template.


“If you buy 2 or more coffees, you’ll get $5 off!”
“Hello, welcome to our profile on WhatsApp!”
“Our store has moved. Come and check us out!”
“Here are this month’s coupons – happy shopping!”
“Your application is waiting for you. Click here to complete”


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

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


“{{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 select a category for your template, ensure the content adheres to WhatsApp’s guidelines to avoid rejection. The templates should be specific, clear, personalized, and free from grammatical or spelling errors.

Also more importantly the template content should reflect the chosen template category accurately. If you select inaccurate category, your template would be rejected.

Updated on: 12/07/2023

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