WhatsApp templates: marketing, utility and authentication explained
Meta classifies WhatsApp templates as marketing, utility and authentication, and each costs differently. How to choose the right category and avoid rejections.
Imagine two almost identical messages arriving on a customer's phone:
“Hi, Andrés. Your order #4821 is on its way and arrives tomorrow.”
“Hi, Andrés. Your order #4821 is on its way and arrives tomorrow. Use the coupon VUELVE10 on your next purchase!”
For Andrés they are almost the same. For Meta they are two completely different messages, and in Colombia the second costs more than 15 times as much as the first. The reason is the template categories.
What is a WhatsApp template?
It is a message pre-approved by Meta that you need to message a customer first through the WhatsApp API, or to message them outside the 24-hour window. Every template belongs to a category, and the category defines how much you pay and what you can say.
What are the three template categories?
Marketing: to sell
It is the most flexible category: promotions, launches, event invitations or product recommendations. According to Meta's category guidelines, templates that mix useful and promotional content and those with unclear content also fall here. Andrés's second message is marketing.
Utility: to inform about something of the customer's
They are used to follow up on something the customer did or requested, with no promotional intent: order confirmations, account alerts, surveys about a purchase or critical notices. For Meta, a template is utility only if it is not promotional and also is specific to that customer, requested by them or essential to them. Andrés's first message is utility.
Authentication: for verification codes
They are for one-time codes that verify the customer's identity. They are the strictest: they are created from the WhatsApp template library, include a code button and do not allow links, images or emojis.
Common mistake: adding “just a coupon” to an order confirmation. That small detail turns a utility template into a marketing one, and Meta charges it as marketing. Always keep the useful message separate from the promotional one.
How much does each category cost?
It depends on the customer's country. According to Meta's official rate card in effect since October 1, 2026, in US dollars per message:
| Country | Marketing | Utility | Authentication |
|---|---|---|---|
| Colombia | 0,0125 | 0,0008 | 0,0008 |
| Mexico | 0,0397 | 0,0085 | 0,0085 |
| Spain | 0,0707 | 0,02 | 0,02 |
Do the math with 10,000 messages in Colombia: as utility it is 8 dollars; as marketing, 125. Classifying correctly is not a detail: it is money. And since October, even replies within the 24-hour window cost money after a certain volume; we explain it in WhatsApp's new charges.
What happens if I choose the wrong category?
Meta can reject the template. If that happens, you can create a new one, change the category and resubmit it, or request a review within 60 days. If the misuse is repeated, Meta applies escalating measures: warnings, limits on utility messages, suspension of utility template creation and restrictions on the entire business portfolio.
How to write templates that get approved and work?
- One goal per template: inform or promote, never both.
- Variables to personalize: name, order number, date.
- Useful buttons: track order, confirm appointment, talk to an advisor.
- Clear language: understandable without context.
- Check the category before submitting it for approval.
If you sell a course or a digital product, delivering access on WhatsApp is a perfect utility case; you will see it in how to sell an online course with automatic delivery. And if you still use the app and not the API, start with WhatsApp coexistence.
In short
Marketing to sell, utility to inform about something of the customer's and authentication for codes. The line between utility and marketing is thin, and crossing it without noticing multiplies your bill. Calculate your cost with the official rates on our WhatsApp Business API page.
Frequently asked questions
What happens if a template mixes useful information and a promotion?
Meta classifies it as marketing. For example, an order update that includes a coupon is considered marketing.
Can I send a verification code with a utility template?
No. According to Meta, only authentication templates can be used to send a one-time identity verification code.
What do I do if a template is rejected because of its category?
You can create a new template, edit the category and resubmit it, or request a review within the following 60 days.
Do I need a template to reply to a customer who wrote to me?
No, if you reply within the 24-hour window that opens when the customer writes to you. Templates are needed to write first or outside that window.
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