Template category

Meta's classification of a template as Marketing, Utility or Authentication, which sets how it is reviewed and what it costs.

Every WhatsApp template belongs to one of three categories. Marketing covers promotions, offers, announcements and anything meant to win or win back business. Utility covers updates about something the customer already did or asked for, such as an order, a booking or a payment. Authentication covers one-time codes for logging in or confirming an action.

The category matters because Meta prices each message by its category and the recipient's country, and marketing messages generally cost the most. Meta also checks that the content fits the category. A template submitted as Utility that contains a discount will usually be reclassified as Marketing or rejected.

Choose the category honestly. Keep transactional updates free of promotional lines, and keep offers in their own Marketing template. In Marichi Talks you pick the category when you create a template, and analytics show messages by category so you can see where spend goes.