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WhatsApp message template categories
3 min
Created by Leonora Alves on 2/6/2025 2:43 PM
Updated by Leonora Alves on 10/16/2025 10:31 AM

Meta requires WhatsApp message templates to be correctly categorized to ensure their approval and proper use. Each category has a specific purpose, and when creating a template, you must choose the one that best represents the content of the message.

The correct categorization avoids rejections and ensures that the message complies with the platform's guidelines. 

In this article, you will find the available categories, their purposes, and practical examples:

Marketing

These are messages aimed at promotional interactions, sales, and customer engagement. They include offers, welcome and farewell messages, invitations, recommendations, or requests to complete an action.

Examples:

  • Thank you for your order! Use the code SAVE10 to get 10% off your next purchase.
  • Hello, my name is Maria. How can I help you today?
  • Our store has moved. We are now closer to you. Come check us out at Rua Padre Chagas, 222.
  • You missed your appointment. Click here to reschedule it.

Utility

These are messages sent in response to an action or request from the user. They confirm, modify, or notify about transactions, payments, charges, and important updates. This type of communication is essential for keeping the customer informed about their interactions with the company.

Examples:

  • The payment was received. Enjoy the show!
  • Your order has been shipped and will be delivered on Friday.
  • Your password has been updated.
  • Your prepaid balance is low. Click here to recharge it.
  • Your check-in has been completed. Here is your boarding pass!
  • Reminder: you have an appointment scheduled for Wednesday at 4 PM.
  • Here is the monthly statement you requested.
  • Your profile has been updated!

Authentication

These are messages used to ensure the security and identity of the user. They send one-time use verification codes (OTPs), usually with 4 to 8 digits, which allow confirming the user's identity at different stages, such as login, account recovery, and security verification.

Examples:

  • Your verification code is 12345.
  • Your verification code is 12345. It expires in 15 minutes.
  • Your verification code is 123456. For security reasons, do not share this code.

Next steps

Now that you know the categories and how to define them, proceed to the message creation stage. The process may vary depending on the chosen category, so follow the detailed instructions in the article Registering WhatsApp Message Templates..