⚡️ Templates : Marketing & Utility
Updated at September 18th, 2025
Table of Contents
A template is a message validated by WhatsApp that can contain an image, video, buttons, link, and text.
Every campaign or automation starts with a template. This allows WhatsApp to prevent fraud and scams.
WhatsApp templates are divided into two categories: utility and marketing.
Utility templates
Utility templates are designed for functional and transactional communications.
Key features:
- Purely functional content
- No promotional content
- Linked to a specific interaction or transaction with the customer
Examples:
- Order confirmations
- Delivery updates
- Appointment reminders
- Payment notifications
- Review requests
Marketing templates
Marketing templates are more flexible and can contain promotional content.
Key features:
- Promotional content allowed
- Greater flexibility in the message
Examples:
- New products announcements
- Special offers and discounts
- Event invitations
- Welcome or closing messages
- Drive to store
Classification by WhatsApp
WhatsApp determines the category of a template by carefully reviewing its content:
- Message content: if the message contains promotional or marketing elements, even in small quantities, it will be classified as a marketing template.
- Message purpose: Meta assesses whether the message is primarily intended to provide information about an existing transaction (utility) or to encourage a new action (marketing).
It's important to note that WhatsApp reviews each template individually. A company cannot decide on the classification itself.
WhatsApp makes the final decision based on the criteria detailed above.
You can test several copywriting options for the same template and try to get it approved as Utility.