Meta requires all WhatsApp message templates to be correctly classified to ensure proper approval and usage. Each category has a specific purpose and directly affects how the message will be sent — including its cost.
In this article, you will find the available categories, their purposes, and how Meta’s classification impacts pricing.
Template Categories
Marketing
These messages are used for promotional purposes or to generate engagement. This template type often encourages a commercial action, invites the user to interact, or reinforces relationship-building.
Examples:
“Thank you for your order! Use code SAVE10 to get 10% off your next purchase.”
“Hi, my name is Maria. How can I help you today?”
“Our store has moved to a new location. Come visit us!”
“You missed your appointment. Click here to reschedule.”
Utility
These messages relate to actions initiated by the user. They confirm, update, or remind the customer about requests, payments, deliveries, or other essential information.
Examples:
“Payment received. Enjoy the show!”
“Your order has been shipped and will be delivered on Friday.”
“Your password has been updated.”
“Reminder: you have an appointment scheduled for Wednesday at 4 PM.”
“Here is the monthly statement you requested.”
Authentication
Used to send verification codes (OTP). Ensures the user's identity during login, account recovery, or security steps.
Examples:
“Your verification code is 12345.”
“Your code expires in 15 minutes.”
“For security reasons, do not share this code.”
Template classification by Meta and impact on pricing
How does Meta classify templates?
When a template is submitted for approval, Meta performs the analysis and evaluates:
The message content,
The intent of the communication,
The language,
The usage context.
Based on these criteria, Meta assigns the final category. This category — and only this category — determines the price applied when sending the message.
Can Meta change the category?
Yes. Even if you create a template intending it to be Utility, Meta may approve it as Marketing if it identifies:
Promotional language,
Commercial incentives,
Calls to action,
Persuasive tone,
A goal not related to a user-initiated transaction.
What is Zenvia’s role in the process?
Zenvia acts as the platform provider, meaning it offers the technology where you create, manage, and send your WhatsApp templates. This includes the interface for template creation, integration with Meta’s API, and the infrastructure required to deliver your messages.
However, even though Zenvia provides the environment for creation and delivery, it does not participate in the category decision.
Therefore, Zenvia:
Does not interfere with Meta’s review,
Cannot contest the approved category,
Cannot reclassify templates,
Does not define pricing, All charges are based solely on the category approved by Meta.
How to avoid unexpected costs?
Before sending campaigns or flows that depend on templates, it is essential to:
✔️ Check the category approved by Meta
This category determines the final cost, regardless of the original intention.
✔️ Adjust the content if you want a different classification
If Meta classified your template as Marketing, you may:
Use it as is, accepting the Marketing rate; or
Edit and resubmit it for a new review, removing promotional or persuasive elements.
Best practices for approval as Utility
Meta typically approves Utility templates that:
confirm actions (“order confirmed”, “payment processed”)
provide status updates (“your delivery is on the way”)
request necessary information (“please send your documents”)
relate to support or billing (“your invoice is available”)
serve as reminders (“appointment scheduled for tomorrow”)
Terms that suggest Marketing
Avoid words such as:
“promotion”, “offer”, “discount”
“enjoy”, “exclusive benefit”, “unmissable”
“don’t miss out”, “discover”, “come back”
Promotional CTAs (“sign up now”, “buy”, “upgrade”)
Next steps and supporting materials
Now that you understand how template categories work, how Meta classifies them, and how this affects delivery and pricing, you can proceed to the message creation stage.
To increase your chances of approval, we recommend reviewing the following materials: