WhatsApp glossary

Utility Template

A Utility template is a WhatsApp message template used for transactional updates tied to an action the customer took, such as order confirmations, shipping updates, reminders and account alerts. It is priced lower than Marketing.

Utility templates must relate to a specific transaction or account event, not promote products. Meta rejects Utility templates whose content is actually promotional.

Examples include order confirmations, payment reminders and delivery updates.

Related terms

Message Template
Marketing Template
Authentication Template
Conversation Category

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