Getting Started with Utility, Marketing & Authentication Templates on WhatsApp API

If you have a business and are using WhatsApp API for marketing or support functions, you might know about message templates on WhatsApp API. If not, no worries! We’re diving into them in this article.

In February 2023, WhatsApp made things simpler by organizing all message templates into just four categories: Marketing, Utility, Authentication, and Service.

Here’s a quick breakdown:

• Marketing – Send promotional offers, product announcements, and more to increase awareness and engagement.
• Utility – Send account updates, order updates, alerts, and more to share important information.
• Authentication – Send codes that allow your customers to securely access their accounts.
• Service - All user-initiated conversations which help customers resolve inquiries will be categorized as service conversations.

In this article, we’re focusing on marketing, utility, and authentication templates on WhatsApp API. But don’t worry, we’re covering everything about template messaging in WhatsApp API in an upcoming exclusive article series. So keep an eye on this space.

Here we released the exclusive piece on "Everything You Need to Know About WhatsApp API Messaging Template Categorization". Check it out! 

Without further ado, let’s get started by understanding what an authentication message template in WhatsApp API is!

Authentication Message Templates

Authentication templates enable businesses to authenticate users with one-time passcodes, potentially at multiple steps in the login process. Activities such as account verification, account recovery, and integrity challenges would fall under authentication conversations.

It's essential to note that authentication templates are the most restricted among the template categories. To classify a template as authentication, a business must adhere to the following conditions:

• Utilize WhatsApp’s predefined authentication message templates, which can incorporate optional elements like security disclaimers and warnings about expiry.

• Configure a one-time password button (options include copy-code or one-tap).

• Abide by content restrictions: URLs, media, and emojis are not permissible within authentication template content or parameters. Furthermore, parameter content is subject to a length restriction of 15 characters.

Cost of Authentication Conversations in India

Pay a one-time messaging cost of INR 34 paisa [$ 0.0042 / 0.0033 Sterling Pound / 0.00385 Euro] if a business sends the first message. The conversation is initiated immediately and is valid for 24 hours from the message sent time.

WhatsApp Business API Conversation Cost Explained (A 2024 Exclusive Guide)

Utility Message Templates

Utility templates are pre-approved message templates that are specifically designed to relate to an agreed-upon transaction. Their primary role is to confirm, suspend, or change a particular transaction or subscription. These templates are pre-approved and are functional in nature, focusing more on operational aspects rather than promotional content.

For example, updates to customers about an ongoing transaction, post-purchase notifications, or recurring billing statements fall under this category.

Remember, if a template combines elements of both marketing and utility, it will be categorized as a marketing template.

Now, let's look at some examples of messages that align with the utility template category:

Note: Examples are illustrative only, templates containing similar content or content including this example text may be categorized differently based on their exact content.

Cost of Utility Conversations in India

Pay a one-time messaging cost of INR 34 paisa [$ 0.0042 / 0.0033 Sterling Pound / 0.00385 Euro] if a business sends the first message. The conversation is initiated immediately and is valid for 24 hours from the message sent time.​

​Meta's WhatsApp Business API Conversation-Based Pricing Changes: June 2023 Update​

Marketing Message Templates

Marketing templates stand out for their flexibility. Unlike other templates, they aren’t tied to a specific, agreed-upon transaction but instead connect to a broader scope, involving the business and/or its products/services. This includes things like promotions or special offers; welcoming / closing messages; updates, invites, or suggestions; or calls to complete a new transaction or give a response.

Here's a key point: if a template blends utility and marketing content together, it'll be labelled as a marketing template. Essentially, any conversation that doesn't qualify as a utility or authentication conversation is labelled a marketing conversation.

Let’s dive into some examples to illustrate messages that would be categorized under the marketing templates category:

Note: Examples are illustrative only, templates containing similar content or content including this example text may be categorized differently based on their exact content.

Cost of Marketing Conversations in India

Pay a one-time messaging cost of INR 80 paisa [$ 0.0098 / 0.0077 Sterling Pound / 0.009 Euro] if a business sends the first message. The conversation is initiated immediately and is valid for 24 hours from the message sent time.

As of 1 June 2023, there's been a notable shift in how WhatsApp classifies message templates. Now, the category of the message template directly determines the conversation category. This means when businesses initiate conversations based on a specific template, they will be classified under marketing, utility, or authentication conversation types. It's essential to remember that for any of these categories, a customer's opt-in is mandatory.

Use these guidelines when choosing a category for each of your templates.

Conversation charges will be based on the template category. See here for more information.

The country-wise updated conversation charges can be found here