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These guidelines define the categories used to classify message templates for WhatsApp. Use this information to select the most appropriate category for each template you create. For each category, we describe the message objective, the intended business goal, and provide example templates.

Marketing Templates

Marketing templates are the most flexible category. They enable businesses to accomplish a variety of goals, such as raising awareness, driving sales, and building customer loyalty.

Awareness

Use this type to inform customers who have opted in to receive messages about your business, products, or services.

Example: A message announcing a new service or event in the customer’s area.

Sales

Send promotional offers, coupons, or other content intended to encourage purchases.

Example: A discount code for a customer’s next order.

Retargeting

Re-engage customers who have interacted with your website, app, or products by sending relevant offers or reminders.

Example: A reminder about items left in a shopping cart.

App Promotion

Encourage customers to install or use specific features within your mobile application.

Example: An invitation to download an app to access exclusive offers.

Build Customer Relationships

Strengthen connections with customers through personalized messages or by initiating new conversations.

Example: A birthday greeting or a thank-you message for continued loyalty.

Also considered marketing templates are those with mixed content (e.g., an order update that includes a promotional offer) or templates with unclear content.

Utility Templates

Utility templates are typically triggered by a user action or request. They must include specific details about an active transaction, account, subscription, or interaction.

Opt-In Management

Confirm a user’s opt-in or opt-out preference for receiving messages on WhatsApp, following collection via another channel.

Example: A message confirming successful subscription or unsubscription.

Order Management

Provide updates, confirmations, or cancellations related to an order or transaction, including specific order details.

Example: An order confirmation message that includes an order number.

Account Alerts or Updates

Send important, time-sensitive account information, payment reminders, or safety alerts related to already purchased or subscribed services. These messages should not include upsells or cross-sells.

Example: A daily balance update for a financial account.

WhatsApp Template Categorization Guidelines