Overview
WhatsApp Business templates are pre-approved message formats used to send outbound messages to your customers. Every template must be reviewed and approved by Meta before it can be sent. Templates are classified into three categories, each with different pricing, use cases, and content restrictions. Choosing the right category and following content guidelines is critical for approval and cost-effective messaging. All templates go through Meta’s automated review process. Approval typically takes anywhere from 5 minutes to 24 hours depending on category and content complexity.Utility Templates
Transactional messages tied to a specific user action or account event. Common use cases:- Appointment confirmations and reminders
- Payment receipts and confirmations
- Order status updates
- Delivery notifications
- Booking confirmations
- Missed call follow-ups
- Report or document delivery
- Account updates
- Post-service follow-ups
Marketing Templates
Promotional messages, offers, brand campaigns, and referrals. Common use cases:- Discount offers and promotions
- Referral programmes
- Product or service announcements
- Newsletter-style content
- Event invitations
- Loyalty programme messages
- Awareness campaigns
Authentication Templates
One-time passwords and verification codes only. The body follows a fixed format:
{{1}} is your verification code. For your security, do not share this code.
Authentication templates cannot be used for persistent passwords, login credentials, or custom messages beyond OTP delivery.