You pick it when you create the template, and according to Meta's documentation WhatsApp validates it against the content and the guidelines.
SMBs
Marketing, utility and authentication messages
According to Meta's documentation, every WhatsApp template belongs to one of three categories: marketing, utility or authentication. You pick one when you create the template and WhatsApp validates it against the content. Choosing well matters because the category affects approval and what is charged.
Summary
- Marketing: the most flexible category, from raising awareness to selling.
- Utility: follow-up on what the person asked for or did, with no promotional content.
- Authentication: identity verification.
- WhatsApp validates the category and can recategorise approved templates.
The three categories, one by one
Marketing. Meta describes it as the most flexible: it covers goals from raising awareness to selling. A template with mixed content is treated as marketing.
Utility. These are messages that follow up on an action or request from the person. According to Meta's documentation, they cannot have promotional or persuasive intent, and they must be specific to that person or requested by the user, or essential.
Authentication. This is the category meant for verifying the identity of whoever receives the message. Meta describes it as the category for identity verification purposes.
How to choose between them
Ask yourself what the message is meant to achieve. If it aims to get the person to buy, come back or learn about something, it is marketing. If it answers something the person did or asked for, and promotes nothing, it is probably utility. If it serves to check who the person is, it is authentication.
When in doubt, look at the content: if a follow-up message includes an offer, it is no longer only utility, and Meta's documentation treats it as marketing.
What changes by category
Approval. According to Meta's documentation, WhatsApp checks whether the chosen category matches the content. If it does not, the template can be rejected for an incorrect category or approved under a different one.
Recategorisation. Meta states that it periodically reviews approved templates and updates those that should be in another category. A utility template that should be marketing can be moved to that category.
Price. Meta's rates differ with the template category and with where the message is going; the cost guide explains how to estimate spend.
Recipients. Meta points out that marketing messages meant to raise awareness go to customers who subscribed to receive them.
Mistakes worth avoiding
Presenting a message with a promotion as utility to get past the review. Repeated use of a wrong category can lead to restrictions, according to Meta's documentation.
Mixing follow-up content and promotional content in a single template. If you want to communicate both, split the messages.
Illustrative example
One case, step by step
- A bookshop wants to tell a customer that their order is out for delivery. It follows up on something they asked for, with no promotion: it fits utility.
- A week later it wants to invite them to a launch event with a discount. That is a promotion: it goes in marketing.
- If the first notice added a discount coupon, it would no longer be only a follow-up and would have to be treated as marketing.
Frequently asked questions
It is not advisable. According to Meta's documentation, utility templates cannot have promotional intent, and such a template can be approved as marketing.
Yes: Meta's rates differ with the template category and with where the message is going.
Meta points out that they go to customers who subscribed to receive them. Textra skips marketing sends to contacts without consent.
Sources
- Meta: WhatsApp template categories Verified on 2026-11-10
- Meta: WhatsApp Business Platform pricing Verified on 2026-11-10
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