> ## Documentation Index > Fetch the complete documentation index at: https://docs.neuroncx.in/llms.txt > Use this file to discover all available pages before exploring further. # Navigating Meta Classifiers > Understand how Meta's AI classifier categorises WhatsApp templates and how to avoid common rejection triggers. ## How Meta's Classifier Works Meta uses an AI classifier that reads **content intent, not just wording**. Changing specific words does not change the category if the underlying intent is promotional. The classifier evaluates what your template is trying to accomplish — not the vocabulary you use to accomplish it. *** ## What Triggers Marketing Classification The following content will always be classified as Marketing and cannot be approved as Utility. > [accordion] Discount and offer language > > * "50% off" > * "Special discount" > * "Limited time offer" > * "Exclusive deal" > * Any pricing comparison (e.g. "Regular Rs. 500, now Rs. 400") > [accordion] Referral solicitation > > * "Refer a friend" > * "Share with loved ones" > * Anything asking the recipient to forward or share > * Referral incentive programmes > [accordion] Brand promotion > > * Taglines ("Quality service, delivered with care") > * Brand promises ("Trusted by thousands") > * Aspirational language ("Transform your experience") > * Value proposition statements > [accordion] Emotional persuasion > > * "You've earned this" > * "Don't miss out" > * "Your loved ones deserve" > * Founder or CEO messages > [accordion] Urgency creation > > * "Only today" > * "Last chance" > * "Ends soon" > * Countdown-style messaging > [accordion] Broad content marketing > > * Newsletter-style updates > * Lifestyle or health tips broadcasts > * Educational content not tied to a user action > * Testimonials and success stories *** ## What Qualifies as Utility Content qualifies as Utility when it meets **all** of the following criteria: * **Tied to a specific user action** — the recipient did something that triggered the message * **Factual and informational** — communicates status, confirmation, or a reminder * **Anchored to a specific event** — references a specific booking, transaction, or interaction * **Not promotional in intent** — does not try to persuade, promote, upsell, or acquire new customers > [!NOTE] > > If your template does more than one clear transactional job, it likely will not pass Utility classification. Split the content into separate templates instead. *** ## Frequently Asked Questions > [accordion] How long does template approval take? > > Utility templates typically approve in 5 minutes to 1 hour. Marketing templates take 1 to 24 hours. Authentication templates are usually approved within 15 minutes. Complex templates or those flagged for manual review can take up to 72 hours. > [accordion] Can I edit an approved template? > > Yes, but editing triggers a re-review. The existing template continues working during review. If the edited version is rejected, behaviour varies by BSP — some revert to the old content, others stop delivery entirely. > > To be safe, create a new template with a versioned name (e.g. `template_name_v2`) instead of editing an approved one. > [accordion] Why did my Utility template get flagged as Marketing? > > Meta's classifier reads intent, not just wording. Common triggers include discount mentions, referral requests, brand taglines, decorative emojis, aspirational language, or combining multiple purposes in one template. Review your content against the Marketing trigger list above. > [accordion] What happens if my template gets rejected? > > The template cannot be sent. You can: > > * Review the rejection reason in Meta Business Manager > > * Modify the content and resubmit as a new template > > * Change the category if the intent was mismatched > > * Appeal via Business Support Home if you believe the rejection was in error > > > [!WARNING] > > > > Repeated rejections on the same account can affect your number quality rating. > [accordion] Can I send Marketing templates without opt-in? > > No. Marketing templates require explicit marketing opt-in from recipients. Sending Marketing content to non-opted-in users violates WhatsApp Business Policy and may violate local data protection laws. > [accordion] Can I include a link in the body instead of a button? > > Yes, but buttons have 3 to 4 times higher engagement than inline links. Use buttons for primary CTAs and reserve body links for supporting information only. > [accordion] How many variables can I use? > > There is no strict limit, but practical templates typically use 3 to 6 variables. Too many variables make templates difficult to maintain and can appear over-engineered to Meta's classifier. > [accordion] Can I use my logo as a header image? > > Yes, but consider whether it adds value. Text headers are simpler and more focused. Image headers work best for visual content such as product images or event graphics, not logos. > [accordion] What is the cost difference between Utility and Marketing? > > Marketing conversations cost approximately 7 times more than Utility conversations. For India (2026), Utility is around Rs. 0.115 per conversation and Marketing is around Rs. 0.785 per conversation. > [accordion] Can I send the same template to a user multiple times? > > Yes, but respect frequency limits. Sending the same template repeatedly — more than 2 to 3 times to the same user in a short period — can trigger spam signals and affect your number quality rating. This documentation is built and hosted on [Mintlify](https://mintlify.com), a developer documentation platform.