Glossary
Meta's classification of templates as Marketing, Utility, or Authentication, which sets pricing and rules.
Every WhatsApp message template belongs to a category that determines its purpose, approval rules, and price. Meta uses three categories: Marketing, Utility, and Authentication. Marketing covers promotions, offers, and re-engagement; Utility covers transaction-related updates tied to a specific user action like orders and account changes; Authentication covers one-time passcodes and verification.
Meta automatically reviews and categorizes templates on submission and may recategorize a template if its content does not match the chosen category. Because pricing differs by category and country, miscategorization can raise costs or cause rejection.
Choosing the correct category and writing content that clearly fits it is one of the most practical skills in running a compliant, cost-efficient WhatsApp program.
Category drives both approval and price, so getting it right keeps templates compliant and your conversation costs predictable.
Defuser AI maps each template you build to the correct category and flags mismatches before submission on your WhatsApp Business API account.
Meta's classification of templates as Marketing, Utility, or Authentication, which sets pricing and rules.
Category drives both approval and price, so getting it right keeps templates compliant and your conversation costs predictable.
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