WhatsApp glossary
What are WhatsApp template categories?
Every WhatsApp message template belongs to one of three categories: Marketing, Utility or Authentication. The category decides how Meta reviews the template and what each message costs.
Last updated: 5 November 2026
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WhatsApp template categories are Meta's three types of template. Marketing covers promotions, offers and anything mixed or unclear. Utility covers non-promotional updates about a customer's order, account or request. Authentication is only for one-time passcodes. The category sets the price: in India about ₹0.86 per marketing message and ₹0.115 per utility or authentication message.
Meta's three categories
Marketing, Utility and Authentication
| Category | What Meta says it is for | Example | India rate (excl. GST) |
|---|---|---|---|
| Marketing | The most flexible category — from awareness to sales and win-back. Mixed utility-and-marketing or unclear content also counts as marketing. | Festive sale offer | ₹0.86 |
| Utility | Non-promotional messages about something the customer asked for, or their account, order or service — or essential messages, such as for safety. | Order shipped, payment reminder | ₹0.115 |
| Authentication | One-time passcodes for identity checks. Only this category may send them; Meta's library format with a code button, no links, media or emojis. | Login OTP | ₹0.115 |
Source: Meta for Developers — Template categorization and Pricing. Meta rates last checked on 5 November 2026 (Meta's India rate card effective 1 October 2026).
Frequently asked questions
What are the 3 WhatsApp template categories?+
Marketing, Utility and Authentication.
Can Meta change my template's category?+
Yes. A template submitted as Utility that qualifies as Marketing is approved as Marketing. You can request a category review in WhatsApp Manager within 60 days.
Which template category is cheapest in India?+
Utility and Authentication, at ₹0.115 per delivered message (excl. GST), against about ₹0.86 for Marketing.
Can I send an OTP as a Utility template?+
No. Meta says only Authentication templates can be used to send a one-time passcode for identity verification.
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