WhatsApp Message Template Categories: New Guidelines effective from July 2025

WhatsApp Business Platform is updating the message template category guidelines from July 1, 2025. This article intends to help users with all the relevant details about the upcoming update.

Shobhit Singhal

Jun 5, 2025 • 6 min read

What is a WhatsApp message template?

WhatsApp Message templates are a defined message format for businesses to send notifications to their opted-in (to receive messages on WhatsApp) customers. This may be of different types: payment pending reminder, cart abandonment notification, or an update on an order, etc.

What are message template guidelines?

The template category guidelines help businesses explain how the category of any message template is defined. It is important to understand the guidelines for template approval without hassles.

WhatsApp message templates can be divided into 3 major categories:

Marketing
Utility
Authentication

Template Category	Description	Sample
Marketing	Messages with an intent to generate awareness, boost sales, promote offers, or retarget customers, etc.	- Here’s a special offer for you: a 25% discount on your next purchase with us. Use the code ABC25 during checkout
Utility	Messages that are non-promotional and are requested by the recipient, or are specific to them, or may be essential or critical to the recipient	You have 2 items pending in your cart. Complete the payment to confirm your order here - bit.ly/payment123
Authentication	Message formats that help the business verify the identity of the customer during the customer journey	123467 is your verification code

Marketing Category Templates

Category	Use Case	Examples
Opt-in Notifications	Confirm opt-in to receive messages on WhatsApp as a follow-up to opt-ins collected via other channels (e.g., website, email) or confirm opt-out.	- Thanks for confirming opt-in! You’ll now receive notifications via WhatsApp. - Thank you for confirming your opt-out preference. You will no longer receive messages from us on WhatsApp.
Order Notifications	Confirm, update, or cancel an order or transaction with a customer, using specific order or transaction details in the body of your message. These messages should not promote, recommend, upsell, or cross-sell products; include offers; or attempt to secure renewals.	- Thank you! Your order {{ID}} is confirmed. We will let you know once your package is on its way. - Hooray! Your package from order {{ID}} is on its way. Your tracking number is {{tracking_ID}} and the expected delivery date is {{date}}. - Unfortunately, one item from your order {{ID}} is backordered. We will follow up with an estimated ship date. To cancel, click here: {{URL}}. - We have received your item from order {{order_ID}}. Your refund for {{amount}} has been processed. Thank you for your business.
Account Alerts or Updates	Send important or time-sensitive updates or alerts, or other information specific to purchased or subscribed products/services. These messages should not promote, recommend, upsell, or cross-sell products; include offers; or attempt to secure renewals.	- Daily update for account ending in {{####}}: Your available balance is {{amount}}. - Reminder: Your monthly payment for {{service}} will be billed on {{date}} to the {{card}} you have saved on file. - You only have {{number}} minutes remaining in your plan. Remember to top up your account by {{date}} to avoid disruptions. - To finish setting up your profile, you need to upload a photo. Please click here to upload: {{URL}}. - Please note, we have updated our Customer Service phone number to {{number}}. Please save this and call if we can be of support.
Feedback and Surveys	Collect feedback on previous orders, transactions, or engagements with customers. Specificity of the order or interaction to which these relate is necessary. A general/generic survey or request for feedback will not be approved as a utility.	- We have delivered your order {{order_ID}}! Please let us know if there was any issue by reaching out here: {{URL}}. - Your feedback ensures we continually improve. Please click here {{URL}} to share your thoughts on your recent visit to our {{store}} location. Thank you in advance! - You chatted with us online recently about order {{order_number}}. How was your experience? Click to fill out a short survey: {{URL}}.
Continue a Conversation	Send a message to begin an interaction on WhatsApp that began in another channel. These messages should not be initiated without a user having requested the conversation to be moved to WhatsApp.	- Hi! I see you requested support via our online chat. I am the virtual assistant on WhatsApp. How can I help? - Hi {{name}}, we are following up on your call with customer service on {{issue}}. Your case has progressed to the next step. Please log in to your account to continue: {{URL}}

Utility Category Message Templates:

Utility template messages should be non-promotional, with no intent to persuade recipients to buy or promote. It should be specific to the recipient or related to a request by the recipient.

Type	Definition	Examples
Opt-In Management	Confirm opt-in/opt-out status for WhatsApp messaging	- Thanks for opting in! You'll now receive WhatsApp notifications from us. - You've been unsubscribed. You won't receive further WhatsApp messages.
Order Management	Transactional updates about orders (no promotions)	- Order #{{ID}} confirmed. Shipping update coming soon. - Your order #{{ID}} shipped! Track via: {{tracking_ID}}. ETA: {{date}}. - Item from order #{{ID}} is backordered. We'll update you. Cancel here: {{URL}}.
Account Alerts/Updates	Critical account/service notifications	- Refund of {{amount}} for order #{{order_ID}} processed.
Feedback Surveys	Post-transaction/interaction feedback (must be specific)	- How was your order #{{order_ID}}? Share feedback: {{URL}}. - Rate your recent visit to {{store}}: {{URL}}. - Follow-up on chat about order #{{order_number}}. Quick survey: {{URL}}.
Continue Conversation	Move existing interactions to WhatsApp (user-initiated)	- Hi! Continuing from our online chat. How can I assist? - Hi {{name}}, your case ({{issue}}) has progressed. Next steps: {{URL}}.

For any utility messages to be categorized as critical or essential, they must conform to one of the following use case types and should not be promotional.

Category	Use case Type	Examples
Public Safety	Severe Weather	Tornado alert for your area. Seek shelter until {{time}}. Stay safe.
	Crisis Response	Emergency support activated for {{crisis}} in {{zip code}}. Updates: {{URL}}.
Public Service	Health Emergency	{{city}} has declared a health emergency due to {{issue}}. More details soon.
	Health Awareness	Free {{COVID-19 vaccine}} at {{location}} by {{date}}. Bring ID and {{vaccination card}}.
	Voting Registration	Verify your voter registration for {{date}} here: {{URL}}. Renew if inactive.
	Disbursements	Your {{welfare}} funds ({{amount}}) expire on {{date}}. Use before expiry.
Public Disruption	System Outages	Service outage in {{zip code}}. Expected resolution: {{time/date}}. Apologies for the inconvenience.
	Operational Disruption	{{Trains}} at {{location}} are suspended due to {{issue}}. Avoid the area.
Account/Product Protection	Fraud Awareness	Protect your {{account}}: Avoid scams. Learn more: {{URL}}.
	Product Recalls	Recall alert: {{product}} (purchased {{date}}). Details: {{URL}}.
	Warranty Alerts	Your {{product}} warranty is active ({{date}}). Access manuals: {{URL}}.
Legal/Compliance	Identity Compliance	Upgrade to {{REAL-ID}} by {{date}} for travel. Book appointment: {{office}}.

Authentication Category Message Templates

Authentication templates help businesses confirm a user’s identity, typically using alphanumeric codes, at various stages of the customer journey, such as:

Creating a new account
Ensuring account integrity, access, or recovery
Processing new or existing orders and transactions

These templates are highly restricted. To qualify as an authentication template, a business must:

Utilize WhatsApp’s predefined authentication message templates, which may include optional features like security disclaimers or expiry warnings.
Include a one-time password button (e.g., copy-code or one-tap).
Adhere to strict content rules: no URLs, media, or emojis are permitted in the template content or parameters, and parameters are limited to 15 characters.

Other Key Notes

Businesses can only send template messages to users who have subscribed to receive messages from them on WhatsApp.
Templates with mixed content (both utility and marketing, e.g., order update with a promo/offer) are categorized as marketing.
Templates where the contents are unclear (e.g., contents are only “{{1}}” or “Congratulations!”) are categorized as marketing.
Only authentication templates can be used to send a one-time passcode for identity verification.