A Guide to Message Template Types

WhatsApp categorizes all business-initiated messages into three types: Marketing, Utility, and Authentication. Choosing the right category when you create a template in LeadClose is the single most important factor for getting it approved by Meta.

1. Marketing Templates

This is the broadest category and is used for any message that promotes your products or services.

• Purpose: To drive sales, send offers, make announcements, or re-engage customers.
• Key Requirement: Must provide a clear way for customers to opt-out of future marketing messages. This is typically done with a Quick Reply button (e.g., "Stop Promotions") or text in the footer (e.g., "Reply STOP to unsubscribe").
• Cost: These are typically the highest-priced conversation types.

Examples:

• A flash sale announcement: "⚡ 24-Hour Flash Sale! ⚡ Hi {{1}}, get 30% off everything for today only. Shop now before it's gone!"
• A new product launch: "It's here! Our new collection just dropped. Be the first to see it, {{1}}!"
• A re-engagement offer: "We miss you, {{1}}! Here's a 15% off coupon to welcome you back."

[SCREENSHOT: A preview of a Marketing template showing a clear offer and an "Unsubscribe" button.]

2. Utility Templates

Utility templates relate to a specific, agreed-upon transaction or request from a customer. They are for informational purposes, not for promotion.

• Purpose: To confirm orders, provide shipping updates, send appointment reminders, or deliver requested information.
• Key Requirement: Must not contain any promotional material. You cannot add a marketing message to a utility template.
• Cost: These conversations are priced lower than marketing conversations.

Examples:

• Order Confirmation: "Hi {{1}}, thanks for your order! Your order number is #{{2}}. We'll let you know when it ships."
• Appointment Reminder: "Just a reminder that you have an appointment with us tomorrow, {{1}}, at {{2}}."
• Shipping Update: "Good news! Your package is out for delivery and should arrive today."

3. Authentication Templates

These templates are used for a single, specific purpose: user authentication.

• Purpose: To send one-time passcodes (OTPs) for logging in, verifying an account, or recovering a password.
• Key Requirement: The template must include a one-time passcode. Meta has very strict formatting guidelines, including pre-defined text and button options. You cannot customize these heavily.
• Cost: These are often the lowest-priced conversation type, as they are essential for security.

Examples:

• "Your verification code is {{1}}."
• "Use this code to complete your login: {{1}}. Do not share it with anyone."
• A template with a "Copy Code" button.

FAQs

Q: What if my message is both a utility and a marketing message? A: If the message contains any promotional content at all, it must be categorized as Marketing. For example, an order confirmation (utility) that also says "Get 10% off your next purchase!" is a marketing message.

Q: Can I use variables in all template types? A: Yes. All three categories support variables (e.g., {{1}}) to personalize the message with customer-specific information like names, order numbers, and dates.

Q: Why was my utility template rejected? A: The most common reason is that Meta's reviewers found promotional content in it. Review your text carefully to remove any words that could be interpreted as marketing, such as "sale," "discount," "offer," or overly enthusiastic language.