The New Template Categories
WhatsApp Business Platform has new mandatory template guidelines to enable wider usage of the services, OTP messages, and customer updates. This guide presents the new categories (effective May 1, 2023), the procedure for creating a new template based on these policies and selecting and using an existing template.
The New Categories
WhatsApp new categories include the following four types:
Authentication — Indicates business-initiated conversation related to the authentication process with a customer. This may consist of password-related communication or a multi-step login process.
Utility - Indicates business-initiated conversation related to an existing transaction and is meant to confirm, suspend, or change the transaction’s details. Included in this category are accounting, billing, and payment notifications.
Marketing — Indicates business-initiated conversation with a message unrelated to a specific transaction. This category includes promotions or offers, welcoming/closing messages, product or service updates, invitations or recommendations, requests to respond, or a new transaction.
Note: A template with a mix of utility and marketing content is classified as a marketing template.
Service — Indicates the customer initiated the conversation (the customer sent a message).