Also known as HSM, template message
Marketing templates promote something — a new listing, an open house, a price drop. Utility templates relate to a transaction or request the customer already made — a visit confirmation, a rent receipt, a document reminder. Authentication templates carry a one-time password. Meta charges by category, and marketing messages cost more than utility messages; utility templates sent inside an open service window are not charged under Meta’s current pricing.
Templates can contain variables such as {{1}} for the buyer’s name and {{2}} for the project, plus buttons (quick replies, call, website) and media headers. Meta may re-categorise a template it thinks is promotional, so keep utility templates strictly about the transaction. Templates in each language are approved separately.
Example
A utility template for a visit (illustrative)
A Pune broker registers a utility template: “Hi {{1}}, your visit to {{2}} is confirmed for {{3}}. Your agent {{4}} will meet you at the gate.” with a “Get directions” button. It is sent automatically when a visit is booked. A separate marketing template announces new 2 BHK listings to buyers who opted in to updates.
Figures are illustrative, not market rates.
Questions about WhatsApp message template
What are the three WhatsApp template categories?
Marketing (promotions, offers, announcements), utility (updates about a transaction or request the customer started, such as confirmations and reminders) and authentication (one-time passwords). Meta assigns the category on review, and pricing differs by category.
How long does template approval take?
Meta reviews most templates automatically, often within minutes, though some take longer or are rejected. Common rejection reasons are unclear variables, promotional wording in a utility template, or content that breaks the Business Messaging Policy.
Sources
See also
Reviewed