WhatsApp glossary

Conversation Category

A conversation category is the type of WhatsApp conversation, which determines how Meta prices it. The four categories are Marketing, Utility, Authentication and Service.

Marketing covers promotions and offers, Utility covers transactional updates like orders and reminders, Authentication covers one-time passwords, and Service covers your replies to customers inside the care window.

The category is set by the template you use, and choosing the right one matters for both approval and cost.

Related terms

Conversation-Based Pricing
Marketing Template
Utility Template
Authentication Template

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