WhatsApp Marketing vs Utility vs Authentication Templates: What's the Difference
Every WhatsApp template falls into one of three categories, and picking the wrong one can mean rejection or extra cost.
WhatsApp requires every template to be classified into one of three categories.
Marketing
Promotions, offers, announcements. Scrutinized closely for spam-like content, typically most expensive.
Utility
Order updates, alerts, reminders. Generally cost less, lighter content restrictions.
Authentication
OTPs and verification codes exclusively. Strictest formatting rules but fastest approval.
Getting the category right
Misclassifying is one of the more common reasons templates get rejected.
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