Template Categorization

Template Category Guidelines

Our template category guidelines are how we define the category of message templates on our platform. Please refer to our Updates to Template Category Guidelines PDF for additional detail.

For each category, we outline the message objective, business goal and example templates.

Marketing templates

Marketing templates are our most flexible. They can enable businesses to achieve a wide range of goals, from generating awareness to driving sales and more.

Note: Examples are illustrative only. Templates that contain similar content, or the example text below, may be categorized differently based on the exact content.

Message ObjectiveBusiness GoalExample Templates

Awareness

Generate awareness of your business, products, or services among customers who have subscribed to receive messages from your business on WhatsApp.

  • "Did you know? We installed a new tower in your area so you can enjoy a better network experience. To learn more, visit our site {{1}}."
  • "Diwali is around the corner! Join us at {{1}} on October 24 to celebrate with friends and family. For more details about our event, click {{2}}."
  • "Looking for a getaway this fall? Our newest resort just opened in {{1}}: the perfect place to relax and unwind. Learn more here: {{2}}"

Sales

Send general promotional offers to customers related to sales events, coupons or other content intended to drive sales.

  • "As a thank you for your last order, please enjoy 15% off your next order. Use code LOYAL15 at checkout. Visit our site here {{1}}."
  • "Refer → save! Use code FRIEND so you both earn $10 off your next order."
  • "Upgrade to our Premium cabin to enjoy more benefits, like additional legroom and priority boarding. Click {{1}} or log into our app to upgrade."
  • "You have been pre-approved for our credit card! Enjoy an introductory offer of {{1}} if you apply via your personalized link: {{2}}."
  • "Don’t forget! Today only, get double points on your purchases. Visit your nearest store and use your phone number at check-out."

Retargeting

Promote relevant offers or other call-to-actions to customers who may have visited your website, used your app, or engaged with your products and services.

  • "Don't miss out on your favorite shows! Re-subscribe now: {{1}}"
  • "You left items in your cart! Don’t worry, we saved them for you. Click here to checkout now: {{1}}."
  • "Thank you for visiting our site. You can secure your health insurance in a few easy clicks – continue here: {{1}}."
  • "You didn’t finish your application! Please log into your profile here to pick up where you left off: {{1}}."
  • "We miss you! Join us for an afternoon or evening of fun with your family. Click here to book with a special rate: {{1}}."

App Promotion

Request customers to install or take a specific action with your app.

  • "Did you know? You can now checkout in our app. Download it here {{1}} to check out our streamlined experience."
  • "Thank you for using our app. We noticed you have not used our latest feature, {{1}}. Click here {{2}} to learn more about how this benefits you!"
  • "In-app only: 20% off this week! Use code SUMMER20 to save on select styles. To download our app, click here: {{1}}."
  • "Hi {{1}}, your friend {{2}} recently joined our community. Send them a welcome message today: {{1}}"

Build Customer Relationships

Strengthen customer relationships through personalized messages or by prompting new conversations.

  • "{{1}}, did you think we’d forget? No way! Happy birthday! We wish you the best in the year ahead."
  • "As we approach the end of the year, we reflect on what drives us: You. Thank you for being a valued customer. We look forward to continuing to serve you"
  • "Hello, I am the new virtual assistant. I can help you discover products or provide support. Please reach out if I can help!"

Also considered marketing templates are:

  • Templates with mixed content (e.g. Both utility and marketing, such as order update with a promo or offer).
  • Templates where contents are unclear (e.g., contents are only “{{1}}” or “Congratulations!”).

Utility templates

Utility templates are typically triggered by a user action or request. They must include specificity about the active or ongoing transaction, account, subscription or interaction to which they relate. For example, an order confirmation must contain an order number.

Note: Examples are illustrative only. Templates that contain similar content, or the example text below, may be categorized differently based on the exact content.

Message ObjectiveBusiness GoalExample Templates

Opt-In Management on WhatsApp

Confirm opt-in for receiving messages on WhatsApp as a follow-up to opt-in collected via other channels (e.g., website, email). Also confirm opt-out.

  • "Thanks for confirming opt-in! You’re in. You’ll now receive notifications via WhatsApp."
  • "Thank you for confirming your opt-out preference. You will no longer receive messages from us on WhatsApp."

Order Management

Confirm, update, or cancel an order or transaction with a customer using specific order or transaction details in the body of your message.

  • "Thank you! Your order {{1}} is confirmed. We will let you know once your package is on its way."
  • "Hooray! Your package from order {{1}} is on its way. Your tracking number is {{2}} and expected delivery date is {{3}}."
  • "Unfortunately, one item from your order {{1}} is backordered. We will follow up with an estimated ship date. If you wish to cancel and receive a refund, please click here: {{2}}"
  • "We have received your item from order {{1}}. Your refund for {{2}} has been processed. Thank you for your business."

Account Alerts or Updates

Send important account updates, including time-sensitive alerts, safety information, payment reminders, and other information relevant to already-purchased or subscribed products and services.

These messages should not intend to upsell or cross-sell new products or services.

  • "Daily update for account ending in {{1}}: Your balance is {{2}}."
  • "Reminder: Your monthly payment for your subscription to {{1}} will be billed on {{2}} to the card you have saved on file."
  • "To finish setting up your profile, you need to upload a photo. Please click here to upload: {{1}}."
  • "The product you ordered {{1}} on {{2}} has been recalled. Please click here {{3}} to learn more."
  • "There is a tornado alert in your area. We recommend you remain indoors until {{1}} o'clock today."

Feedback Surveys

Collect feedback on previous orders, interactions or ongoing relationships with customers.

These messages should not be about requesting feedback related to potential upsell or cross-sell opportunities.

  • "We have delivered your order {{1}}! Please let us know if there was any issue by reaching out here: {{2}}."
  • "Your feedback ensures we continually improve. Please click here {{1}} to share your thoughts on your recent visit at our {{2}} location. Thank you in advance!"
  • "You chatted with us online recently about order {{1}}. How was your experience? Click to fill out a short survey: {{2}}."

Continue a Conversation on WhatsApp

Send a message to start an interaction on WhatsApp that began in another channel.

These messages should not be initiated without a user having requested the conversation to be moved to WhatsApp.

  • "Hi! I see you requested support via our online chat. I am the virtual assistant on WhatsApp. How can I help?"
  • "Hi {{1}}, we are following up on your call with customer service on {{2}}. Your case has progressed to the next step. Please log into your account to continue: {{3}}."

Authentication templates

Only authentication templates can be used to send a one-time passcode for identity verification; marketing and utility templates cannot be used for this.

Starting October 1, businesses on Cloud API can use authentication templates from Template Library.

Authentication templates enable businesses to authenticate users with one-time passcodes (usually 4-8 digit alphanumeric codes), potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges).

Authentication templates are our most restricted. For a template to be classified as authentication, a business must:

  • Use WhatsApp’s preset authentication message templates, which include optional add-ons like security disclaimers and expiry warnings
  • Configure a one-time password button (copy-code or one-tap)
  • Follow content restrictions: URLs, media, and emojis are not allowed for authentication template content or parameters. Additional length restrictions of 15 characters also apply to parameters.
DefinitionExamples

Authentication code

  • "{{1}} is your verification code."
  • "{{1}} is your verification code. For your security, do not share this code."
  • "{{1}} is your verification code. This code expires in 15 minutes."

Category Validation

When you send the API a template creation or template edit request, you must indicate the template's category, based on the guidelines above. Assuming there are no errors in the request itself, we will validate the category you indicated based on these same guidelines and the contents of the template. We will then create the template and set its status to one of the following, based on the outcome of the validation process:

  • APPROVED
  • PENDING
  • REJECTED

Approved

An APPROVED status indicates that we agreed with the category, and the template successfully passed template review, so it can now be used in template messages. An email and WhatsApp Manager alert will inform you that the template was approved, and a message_template_status_update webhook will be triggered with the event property set to APPROVED.

Typically, only authentication templates are approved immediately since their content is preset.

Pending

A PENDING status indicates that we agreed with the category you designated in your request, and the template is now undergoing template review. The outcome of the review will be communicated via email and WhatsApp Manager alert. In addition, a message_template_status_update webhook will be triggered with the event property set to APPROVED or REJECTED.

Rejected

A REJECTED status indicates that we disagreed with the category you designated in your template creation request. Rejections are communicated via email, WhatsApp Manager alert, and message_template_status_update webhook. The webhook will have the event property set to REJECTED and the reason property set to INCORRECT_CATEGORY.

If rejected, you have the following options:

WhatsApp Manager Validation

If you use WhatsApp Manager to create a template, we will validate the category before creating the template. If we disagree with the category that you have chosen, we will warn you of the mismatch:

If you continue with your selection despite the mismatch, the template will be created but its status will be set to Rejected. You can then request a review or edit the template's category.

If you select the recommended category, the template will be created and either approved immediately, with its status set to Active - Quality Pending (this is only possible with authentication templates), or undergo template review, with its status set to Pending.

Duplicated Templates from Phone Number Migration

All eligible templates are automatically duplicated in the destination WABA and category checks will be performed to ensure that all duplicated templates are correctly categorized.

Automatic Category Assignment

If you want to avoid rejection due to miscategorization entirely, you can include the allow_category_change property set to true in your template creation request. We will assign the appropriate category based on the template's contents and our template guidelines, then set the template's status to PENDING and send it through template review. Note that automatic category assignment is only possible during template creation.

{
  "name": "<NAME>",
  "category": "<CATEGORY>",
  "allow_category_change": true, // Set to true to have us assign a category
  "language": "<LANGUAGE>",
  "components": [<COMPONENTS>]
}

Automatic Category Updates

This process begins on June 1, 2024. The first notice will be sent on June 1, 2024, and the first wave of category updates is July 1, 2024.

Starting June 1, 2024, to ensure that all templates are correctly categorized, we will implement a recurring process that identify and address marketing or utility templates that have been categorized inconsistent with our guidelines. This process, the outcomes, and how we communicate these changes, are explained below.

Note that this process does not apply to templates with a PENDING or PENDING_DELETION status, and does not affect template status (In essence, if a template is already APPROVED it will stay APPROVED, even if its category changes).

For templates whose approved category is marketing or utility, outcomes are as follows:

  • Starting June 1, 2024 - If we determine the template should be categorized as marketing or utility, we will update its category.
  • Starting November 1, 2024 - If we determine the template should be categorized as authentication, we will reject the template.

Process

First day of the month

We will notify you of any marketing or utility templates that will be impacted on the first day of the next month.

  • An email will be sent to any people in the business portfolio who have been granted full control of the WhatsApp Business Account (WABA) that owns these templates. The email will contain a link to the WhatsApp Manager > Message Templates > Manage Templates panel. Templates whose categories will be updated on the first day of the following month will have an "information" icon beside their name. Hovering over the icon will display the category it will be updated to, and the date when it will be updated.
  • The WhatsApp Manager > Message Templates > Manage Templates panel will display a banner with a link to a downloadable CSV identifying these templates.
  • Business Support will list the name and current category of these templates, as well as the categories they will be updated to on the first day of the following month.
  • A template_category_update webhook will be triggered for each template whose category will be updated, with a correct_category property in the payload set to what the template's category should be. The new_category property also exists in the payload indicating the template’s current category.

First day of the next month

For the impacted templates you were notified of the previous month, we will update the categories of these templates, or reject them on the first day of the last month so that they are consistent with our guidelines. We will inform you of these changes.

  • An email will be sent to any people in the business portfolio who have been granted full control of the WABA that owns the templates whose categories have been updated. The email will highlight the number of templates whose categories were updated or templates that were rejected, and will include a link to the WhatsApp Manager > Message Templates > Manage Templates panel. It also includes a link to Business Support, where the name and new category of these templates, as well as the categories before automatic update or rejection will be listed.
  • A template_category_update webhook will be triggered for each template whose category has been updated. The new_category property will indicate the template's new category and the previous_category property will indicate the template's category before automatic update.

Your Options When You Receive A Category Change Notice

When you receive a notice that a template’s category is set to change, you can:

  1. Create a new template and submit it for approval.
  2. Request a review of the category.
    • If the review is approved, the template’s category will no longer be updated as previously notified.
    • If the review is rejected, the template’s category will be updated as previously notified.

Manual Category Updates

You can change the category of a template that has a status of REJECTED at any time by editing the template using either the API or WhatsApp Manager.

Note that templates with an APPROVED status cannot be edited. Editing a template does not change its ID.

Via API

  • Edit the category and components of the template so they align with the guidelines of its category. The template will undergo category validation and template review again.
  • Edit only the category of the template. The template will undergo category validation and template review again.

If the template passes validation and review, its category will be updated and a template_category_update webhook will be triggered. The new_category property in the webhook payload will indicate its new category.

Via WhatsApp Manager

Edit the content of the template so it aligns to the guidelines of that category, maintain the category selection, and re-submit the template for approval.

If the template passes validation and review, its category will be updated and a template_category_update webhook will be triggered. The new_category property in the webhook payload will indicate its new category.

Getting a List of Impacted Templates

The WhatsApp Manager's Manage Templates panel identifies any templates whose categories will be updated the following month. However, you can use the GET /<WABA_ID>/message_templates endpoint to get this list, and to determine which templates have already been updated.

To use the API, request the category and correct_category fields:

GET /<WABA_ID>/message_templates?fields=category,correct_category

This will return the IDs of all of the WABA's templates, and each template's category and correct_category values. You can then compare these values:

  • If the values match (e.g. they are both MARKETING), the template's category has already been updated with the correct_category value.
  • If they mismatch and the correct_category is not an empty string or null (e.g. category is UTILITY but correct_category is MARKETING), the template's category will be updated on the first day of the next month with the correct_category value.
  • If the correct_category value is an empty string or null, the template has not been impacted.

Requesting a Review of Impacted Templates

If you believe the category we have determined is not consistent with our template category guidelines, you may request a review of the template via Business Support (it is not possible to do this via the API).

How to request a review:

In the sidebar of WhatsApp Manager, select the Message Templates dropdown, and then Message Templates. You should see a rejection banner with the template in question. Click Go to Business Support.

Click Template Category Updates, select the templates you would like reviewed and then click the Request Review button to begin the review process.

How to view templates submitted for review:

In the Business Support sidebar, click Template category Updates, and then the In review tab.

How to view template category decisions

If the template category change is not approved: The template can be viewed in Business Support under the Template category updates > Unchanged tab. The template’s category will change to the correct category during an automatic category update.

If the template category change is approved: the template can be viewed in Business Support under the Template category updates > Reversed tab. If the template category was already changed during automatic category update, it will be reverted to its previous category.