Template categories

WhatsApp utility vs marketing templates

Choosing the right category decides your price, your approval and whether Meta will deliver your message. Here’s the full breakdown.

Utility vs marketing: the full breakdown

Feature	Utility	Marketing
Purpose	Transactional: confirms or updates something the user did	Promotional: offers, launches, re-engagement
Price (India)	₹0.145 per message	₹1.09 per message
Triggered by	A user action or account event	Your marketing calendar
Frequency capping	Generally not capped	Subject to Meta per-user caps
Opt-out footer	Optional	Recommended
Typical examples	Order shipped, payment received, appointment reminder	Sale announcement, coupon, new arrivals

UTILITY

Thanks for your order, {{1}}! 🎉 Order {{2}} is confirmed and will ship within 24 hours. Customers who bought this also loved {{3}}.

11:24

Track order

See {{3}}

UTILITY

Hi {{1}}, your order {{2}} has been shipped 🚚 Expected delivery: {{3}}. Tap below to track it live.

11:24

Track shipment

UTILITY

Hi {{1}}, please confirm your Cash on Delivery order {{2}} of ₹{{3}} so we can ship it today.

11:24

Confirm order

Cancel order

UTILITY

MARKETING

Hi {{1}}, you left something behind! 🛒 Your {{2}} is still waiting in your cart. Complete your order in the next 24 hours and enjoy {{3}} off.

Reply STOP to unsubscribe

11:24

Complete my order

Remind me later

MARKETING

✨ It's here, {{1}}! Meet {{2}} — designed for {{3}}. Be among the first to try it with early-bird pricing.

Reply STOP to unsubscribe

11:24

Shop the launch

MARKETING

Hi {{1}}, here are the details you asked for 👇 {{2}} Price: ₹{{3}} Free delivery on prepaid orders.

Reply STOP to unsubscribe

11:24

Buy now

Talk to an expert

MARKETING

FAQ

Meta may re-categorise the template to marketing during review. Avoid promotional language in utility templates.

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