Marketing vs utility vs authentication templates

When you create a WhatsApp template you choose one of three categories. It matters for two reasons: Meta reviews the template against that category, and each category has its own price.

The three categories at a glance

Rates are from Meta's India rate card effective 1 October 2026 and exclude your platform plan. Meta can change rates at the start of any quarter. Estimate your bill with the WhatsApp API pricing calculator.

Marketing

Use Marketing for anything meant to create interest or sales: discounts, launches, festival wishes, newsletters, win-back messages and cart reminders. It is also the category for anything mixed or unclear — an order update with "use code SAVE10 on your next order" is Marketing.

Utility

A Utility template must pass two tests:

1. No promotion or persuasion — not even one line.
2. It is specific to the customer's own order, booking, account or payment, or it is essential information such as a safety alert.

Good utility messages: booking confirmation, delivery update, invoice, payment due date, appointment reminder, a feedback request about a specific order.

Authentication

Only for one-time passcodes. These templates use Meta's fixed authentication layout with a copy-code or one-tap button. Links, images and emojis aren't allowed, and the code can be at most 15 characters.

Which category is my message?

What happens if you pick the wrong category

Meta checks categories when you submit and afterwards.

• Utility that is really Marketing — Meta changes the category to Marketing. The template stays approved, but each message now costs the marketing rate. You normally get a day's notice by email and in WhatsApp Manager.
• Repeated misuse — after a warning, changes happen instantly. Keep going and Meta can limit your utility sending, or treat all your utility templates as marketing for 7 to 30 days.
• An OTP in the wrong category — it's rejected rather than moved.

If you think Meta re-categorised a real utility template by mistake, you can ask for a review in Business Support Home within 60 days.

Create one of each

The steps are the same for every category — see Create a message template and get it approved. Need wording? Copy from our WhatsApp template examples. If Meta says no, check why templates get rejected.

Frequently asked questions

What is the difference between marketing and utility templates in WhatsApp?

A utility template follows up on something specific the customer did, such as an order, booking or payment, and contains no promotion. A marketing template promotes, sells or re-engages. Any template that mixes the two is treated as marketing.

How much does a WhatsApp marketing message cost in India?

On Meta's India rate card effective 1 October 2026, a marketing template message costs ₹0.8631 and a utility or authentication message costs ₹0.115. Your WhatsApp platform plan is charged separately.

Can Meta change my template category?

Yes. If Meta finds that a utility template contains marketing content, it changes the category to marketing, usually with one day's notice. The template stays approved but is billed at the marketing rate.

Is a festival greeting a marketing or utility template?

Marketing. Greetings, wishes and relationship-building messages are not tied to a specific customer transaction, so Meta classifies them as marketing.