Marichi Talks
A WhatsApp template category for updates about an existing order, booking, account or request the customer made.
A utility template carries information the customer needs about something already in motion: an order confirmation, a delivery update, a payment receipt, an appointment reminder, a change to their account. It must relate to a specific transaction or request, not to selling something new.
Utility messages are generally priced below marketing messages, and Meta does not charge for a utility template sent while the customer service window is already open. The trade-off is strict review: adding a promotional line, such as 'and check out our new range', usually moves the template into Marketing.
Keep utility templates factual and specific, with variables for the details that change. Pair them with buttons that help the customer act: track the order, reschedule, call the branch. Many businesses send these by API from their own systems; in Marichi Talks you can do that with an API key, and every send appears in the same delivery reports as your campaigns.
Hello {{1}}, your appointment with Dr {{2}} is confirmed for {{3}}. Tap Reschedule if this time no longer suits you.