Everything You Need to Know About WhatsApp API Messaging Template Categorization

Contents

​In our last series of articles, (Read it HERE) we delved into the Utility, Marketing, and Authentication Templates on WhatsApp API, giving you a primer on how to kickstart your messaging strategy. Building on that foundation, this article serves as a comprehensive guide, shedding light on the broader spectrum of WhatsApp API Messaging Template Categorization. We'll navigate through the nuanced world of templates, discussing everything you need to ensure your messages hit the mark every time. Whether you're a seasoned marketer looking to refine your approach or new to the scene, this article will equip you with the insights needed for masterful message crafting on the WhatsApp API platform.


In February 2023, WhatsApp API 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.

Without further ado, let’s get started by understanding what are the content types businesses can send in WhatsApp Business API

What Are the Content Types Businesses Can Send in WhatsApp Business API

WhatsApp Business API does more than send messages — it lets you and your customers share a whole world of content. You're not just limited to text; you can send pictures, documents, videos, and audio messages, all with quick call-to-action buttons to take immediate action.

Now, with a good grasp of the variety of content types you can send via WhatsApp API, let's move on to understand what we mean by a "conversation" in the WhatsApp Business API and why it's key to growing your business.

What is a Conversation in WhatsApp API?

A conversation is a chat session window either initiated by a business or a customer. Businesses and customers can exchange an unlimited number of messages, including template messages, within a 24-hour conversation session window without incurring any additional charges.

Types of Conversation

There are two types of conversation windows in WhatsApp API:

  1. Business-Initiated Conversations
  2. User-Initiated Conversations

These conversation types are further categorized into different groups. They are:

Business-Initiated Conversations

1. Utility Conversations

2. Authentication Conversations

3. Marketing Conversations


User-Initiated Conversations

1. Service Conversations


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 February 2023, WhatsApp made things simpler by organizing all message templates into just four categories: Marketing, Utility, Authentication, and Service. let's now start breaking them up one by one in detail:

Business-Initiated Conversation

If a business sends the first message, the conversation is initiated immediately and is valid for 24 hours from the message sent time. 

The Business-initiated Conversation (BIC) is further categorised into 3 groups. Let's talk about them in detail:

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.

Definition
Examples

Authentication code

  • "{ {1} } is your verification code."
  • "{ {1} } is your verification code. For your security, do not share this code."
  • "{ {1} } is your verification code. This code expires in 15 minutes."

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 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:

Definition
Examples

Confirmation, suspension or termination of an existing transaction

  • "Your order #0021 is confirmed"
  • "Thank you for your reservation! See you next week"
  • "Your payment was received! We hope you enjoy the concert!"
  • "Your consultation is complete, and your prescription is attached below"
  • "Thank you for visiting the doctor, here is your treatment plan"
  • "Your order has been canceled; your refund will be processed in 7-10 days"

Change or update to a transaction

  • "You have successfully checked in! Here’s your boarding pass for your flight"
  • "Your order has shipped! It will be delivered on Friday"
  • "Reminder: Your appointment is at 1pm on Tuesday"
  • "Your password was changed"
  • "Your profile was updated"

Account, billing, or payment notification

  • "Here is the monthly statement you requested"
  • "Your payment failed, click here to retry"
  • "Your payment was accepted” / "Your payment failed"
  • Reminder: your payment is due on Tuesday"
  • "Here is your low-balance warning for account ending in -XXXX"
  • "Your pre-paid balance is low; click here to top up"

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:

Definition
Examples

Promotions or offers

  • "Buy 4 or more shirts, and get 1 free!"
  • "Thanks for your order! Use code SAVE15 for 15% off your next order!
  • "Your pre-paid balance is low; click here to top up! Get a 20% bonus with code EXTRA20"

Welcoming or closing messages

  • "This is Aliva Creations and we are now on WhatsApp!"
  • "Hello, welcome to our profile on WhatsApp!"
  • "I'm sorry for the delay, my name is XX, how can I help you?"
  • "Thank you, have a good day"
  • "Thank you for visiting our store, we really appreciate your visit."
  • "A question for you - how much time are you spending doing your hair?"

Updates, invitations, newsletters, or recommendations

  • "Our store has moved. Come and check us out!"
  • "We will be closed next Monday for the holiday"
  • "Good news! The product you saved is back in stock."
  • "Join us for our upcoming holiday gala!"
  • "Here are this month’s coupons – happy shopping!"
  • "Hey members, join us tonight for this event"
  • "We think you will love this – check out our new ice cream flavour"

Requests to respond or complete a new transaction

  • "Thank you for your order. We’d love your feedback. Please click here."
  • "Forgot something? We kept your items, click to check out"
  • "Your application is waiting for you. Click here to complete"
  • "You missed your recent appointment, tap here to rebook."

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.

User-Initiated Conversation

If a user sends a message and the business replies to it, a conversation session is initiated and the session is valid for 24 hours.

The User-initiated Conversation (UIC) is further classified into 1 group i.e. Service Conversations.

Service Conversations

This category encompasses all user-initiated conversations which help customers resolve inquiries.

Cost of Service Conversations in India

Pay a one-time messaging cost of INR 32 paisa [$ 0.0040 / 0.0031 Sterling Pound / 0.00363 Euro] if a user sends a message and the business replies to it. A conversation session is initiated and the session is valid for 24 hours.

Understanding these categories is crucial as Meta's new pricing policy will levy different charges based on the nature of these conversations.

Understanding Conversation-Based Pricing

Simply put, conversation-based pricing is a pricing model where businesses are charged based on the number and type of conversations they have with their customers. Instead of a blanket fee for all kinds of interactions, businesses pay different rates based on the nature of the conversation.

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.

Want to know about WhatsApp Business API conversation cost in detail?   CLICK HERE to access the one-stop guide.


WhatsApp Business Platform Pricing Changes 2023

Current Pricing
Pricing Changes in 2023
Conversation
categories
User-initiated, Business-initiated
Utility, Authentication, Marketing, Service
Per conversation
window
24h/session
24h/session**
**Starting March 1, user-initiated messages through free entry-point conversations will have an extended free conversation window from 24h to 72h.
Free tier
conversations
For every WABA account, the first 1,000 conversations/month are free for both conversation categories
For every WABA account, the first 1,000 conversations/month are free for user-initiated conversations only
Free entry point
conversations
User-initiated conversations are not charged when users message businesses using Facebook Page call-to-action buttons and Ads that Click to WhatsApp
User-initiated conversations are not charged when users message businesses using Facebook Page call-to-action buttons and Ads that Click to WhatsApp.

When a free entry point conversation is open, no other conversation category can be opened.

WhatsApp Pricing Updates: A Closer Look

Meta's pricing changes are far-reaching and will influence various aspects of your WhatsApp Business API operations. Here are the most critical updates:

  1. Conversation Window Extension: As of March 1, 2023, the free conversation window has been extended from 24 hours to 72 hours for all conversations that are initiated from ads that click to WhatsApp or Facebook Page Call to Action (CTA). These CTWAs will have a 3-day conversation window.
  2. Free Conversations from Specific Entry Points: Conversations initiated by users via click to WhatsApp ads or Facebook Page call-to-action buttons won't result in charges for businesses. This update can be leveraged by businesses to promote enhanced customer interaction via WhatsApp at no additional cost.
  3. Free Messaging During Extended Window: With the messaging window now extended from 24 hours to 72 hours, all messages sent within this period, including WhatsApp Template Messages, are free. It's noteworthy, however, that while the conversation initiated from a WhatsApp ad is free, the cost of the ad itself isn't covered.
  4. New Conversation Categories: From April 1, 2023, businesses have been required to select one of the four new conversation categories while creating a message template.
  5. New Rate Cards: As of June 1, 2023, Meta has implemented new rate cards for utility, authentication, and marketing conversations. 
  6. Changes to Free Tier Conversations: From June 1, 2023, business-initiated conversations are no longer included in the free tier. Each WhatsApp Business API account now gets only 1,000 free service (user-initiated) conversations per month.
  7. The country-wise updated conversation charges can be found  here

Note:

  • Businesses can't initiate general conversations with customers. They can only send approved message templates to initiate a conversation and wait for the customer's reply. This is to counter spam.
  • The messaging costs vary from country to country.
  • Users have the privilege to initiate a conversation whenever they want.


Know in-depth about Meta's WhatsApp Business API Conversation-Based Pricing Changes: June 2023 Update   HERE


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.


Having explored the diverse template categories and the importance of adhering to WhatsApp's guidelines, you might be wondering how to bring this functionality into your business communication strategy. Let's shift our focus to the practical steps of acquiring WhatsApp API for your business.

How to Get WhatsApp API?

There are two ways through which you can get WhatsApp Business API:

1. Direct sign-up from Meta

2. Through a solution provider such as DoubleTick

Directly from Meta

You can directly apply for the official WhatsApp Business API from Meta but going down this path isn’t particularly efficient. If you're a mid-scale company you'd need a developer to set up the API which is too labour-intensive and technically challenging.

Through a Solution Provider

A solution provider will get quick approval and can swiftly set up the WhatsApp Business API platform for you. For instance, with DoubleTick, the process takes between two to three days. With DoubleTick the possibilities to scale your business are endless. 

Why DoubleTick?

If you're looking for the best MarCom tool that can send unlimited messages to your customers on WhatsApp without getting blocked and automate customer communications via WhatsApp chatbots, then DoubleTick is the best WhatsApp API solution for you. Here are a few of the top reasons to sign up with DoubleTick WhatsApp Business API. 

  • Mobile-First Approach: DoubleTick's mobile-first design ensures you can manage your sales and marketing activities on the go, making it a perfect fit for the dynamic business landscape.
  • Unlimited Messaging Power: With the ability to bulk broadcast messages and catalogs to an unlimited number of contacts, DoubleTick removes the barriers to reaching your audience.
  • Marketing Automation: Schedule your broadcasts and automate your marketing campaigns, ensuring your message hits the mark at the perfect time.
  • Insightful Analytics: Gain real-time insights into your WhatsApp marketing campaigns, enabling data-driven decision-making and strategy refinement.
  • Team Collaboration: A shared team inbox and role-based access mean your entire company can utilize a single WhatsApp inbox, streamlining communication and ensuring no customer query goes unanswered.
  • AI-Powered Commerce BOT: Revolutionize your catalogue sharing and order booking with an AI-driven commerce BOT, making transactions seamless and efficient.
  • Chatbot Automation: Leverage an AI-powered chatbot to handle customer inquiries, send reminders, and alert customers about various updates, freeing up your team for more complex tasks.
  • Easy Integration: Connect DoubleTick with your favorite tools like Zapier, Google Sheets, WooCommerce, Shopify, and more, in just a few clicks.
  • Tailored to Your Team: Differentiated WABA numbers cater to cross-functional teams and individual members, ensuring personalised handling of diverse business operations.
  • Control Over Interactions: Block unwanted messages and maintain the quality of your business interactions.
  • User-Friendly Interface: A super intuitive and mobile-friendly platform means you and your team can adapt quickly, without a steep learning curve.
  • Round-the-Clock Support: Access 24/7 customer support via call, WhatsApp, or email, ensuring you're never left in the lurch.
Read more about DoubleTick here -   What is DoubleTick and How This Could Be Your Greatest WhatsApp Marketing and Sales Tool

How to Get DoubleTick?

Kindly email us at grow@quicksell.co or Click Below the Banner to get a FREE DEMO to learn about our product offering, features and pricing plans.

How to get DoubleTick WhatsApp Business API

Now transform WhatsApp into the ultimate sales engine to delight customers and drive revenue with DoubleTick!

👉 Get Your Free DEMO Now 👈

Or Download the application from the Playstore or Appstore

Download from Playstore

Download from Appstore

How to Get DoubleTick for FREE?

Step 1: Download the DoubleTick App

Navigate to the Play Store or Apple Store and download DoubleTick. You can also download the app here:

iPhone Users: Download Here

Android Users: Download Here

Step 2: Sign Up for a Free Demo Account

Before you commit, we want you to experience the power of DoubleTick firsthand. Sign-up with DoubleTick and access the platform, where you can explore and test the features of the product.

Looking to get WhatsApp Business API for FREE?
​CLICK HERE to know how to get WhatsApp Business API for Free

Getting WhatsApp Business API in 5 Minutes

It only takes 5 minutes to sign up for WhatsApp Business API via DoubleTick. If your Meta Business Manager is verified, you can get started with DoubleTick within 5 minutes. If however, you need help with Meta Business Manager verification then the process would take around 3 days to a week depending on how ready you are with your documents as well as the response time from Meta. You will receive a confirmation email once the account is set up. 

You need to follow the below steps to access the DoubleTick WhatsApp Business API:

  1. Get a phone number that does not have an existing WhatsApp account.
  2. Sign up for a WhatsApp API provider, such as DoubleTick.
  3. Complete Facebook Business verification.

After completion of these steps, you will be able to use all the functionalities of WhatsApp Business APIs on the DoubleTick dashboard.

Requisites to Apply for DoubleTick WhatsApp Business API

You need:

  • A Facebook Business Manager account
  • A verified business
  • A WhatsApp business account
  • A fresh phone number
  • A Line of Credit for your WhatsApp business account
  • A command line tool such as Terminal or an app like Postman that can perform URL requests (Not needed if applied via DoubleTick)


We'd also need at least two documents from the below list to verify the business:

  • Business bank statement
  • Business License
  • Certificate of incorporation
  • Goods and services tax registration certificate (GST)
  • Permanent account number card (PAN)
  • Shop establishment certificate
  • Udyog Aadhar / MSME Certificate
  • Utility bill


We can't onboard you if the above documents are not available.


Note: 

  • You'll have to get a new phone number for your WhatsApp Business API account as you can't use this further for your personal use.
  • You can also use your existing phone number for your WhatsApp Business API account but all your data will be erased and you'll not be able to use it for your personal use any further.

Wrapping-Up!

In a nutshell, understanding WhatsApp API's messaging template categorization is crucial for businesses looking to engage effectively with their audience. By now, you should have a clear view of the content types available, the importance of conversation types, and the process to access WhatsApp API. Embrace these insights to enrich your customer interactions and propel your business communications to new heights.

Embark on your interactive marketing journey with a free DoubleTick DEMO today!

Frequently Asked Questions

Question: What is WhatsApp Business API and how is it different from the regular WhatsApp Business app?

Answer: WhatsApp Business API is designed for medium to large businesses to facilitate automated, high-volume messaging and customer engagement through a programmable interface. Unlike the regular WhatsApp Business app which is more suitable for small businesses and involves manual operation, the API allows for integration with existing business systems and enables automation, making it ideal for enterprises with larger customer bases.

Wanna know about WhatsApp Business API in detail? Here is your 2024 Ultimate Guide to WhatsApp Business API -   Click Here to Read

Question: How can AI-powered chatbots enhance my WhatsApp marketing?

Answer: AI-powered chatbots can significantly improve your WhatsApp marketing by providing instant, 24/7 customer support, handling FAQs, and guiding customers through sales or support processes. They can also help in gathering customer insights and automating repetitive tasks, thus freeing up your team to focus on more complex inquiries.

Question: Is it possible to segment customers for targeted messaging on WhatsApp?

Answer: Yes, DoubleTick WhatsApp Business API allows you to segment your audience based on various criteria like purchase history and preferences. This enables you to send targeted messages that are more likely to resonate with each group, improving engagement and conversion rates.

Question: What are the best practices to follow to avoid getting blocked on WhatsApp?

Answer: To avoid getting blocked on WhatsApp, ensure that you adhere to WhatsApp's guidelines, avoid spammy practices,gain consent before messaging customers, provide options for customers to opt out of receiving messages, and engage in meaningful, relevant conversations.

Question: Can WhatsApp Business API be integrated with CRM platforms?

Answer: Yes, WhatsApp Business API can be integrated with various CRM platforms, allowing for a seamless flow of customer data and conversations. This integration can help in providing personalized customer experiences, automating workflows, and improving overall operational efficiency.