Summary
Starting June 1, 2023, all business-initiated conversations on WhatsApp will be charged based on new template categories. This update aligns with Meta's revised policies for template message approvals.
This article explains the new message template categories, how they affect your business, and what to expect when creating or modifying templates in WATI.
Instructions
What Are WhatsApp Message Templates?
Message templates are pre-approved message formats businesses use to send notifications to customers. Using templates ensures structured messaging, allows parameter customization, and supports media attachments (e.g., images, audio, and video). Businesses must use approved templates for notifications. Instead of sending full message content each time, businesses can use a template identifier with relevant parameters, making the messaging process more efficient.
Current Template Category System
Before April 1, 2023, businesses selecting a message template had to choose from existing categories, such as:
Account Update
Alert Update
Appointment Update
Auto Reply These categories were used to classify templates before submission for review.
New Template Categories (Effective April 1, 2023)
Meta has introduced three new template categories, which businesses must now use:
Utility Conversations – Used for customer-initiated requests, transaction updates, post-purchase notifications, and recurring billing statements.
Authentication Conversations – Used for one-time passcodes to authenticate users (e.g., account verification, recovery, and security challenges).
Marketing Conversations – Includes promotions, offers, informational updates, or customer engagement messages. Any message that does not fall under Utility or Authentication is considered a Marketing conversation.
Category Validation in WhatsApp Manager
Meta has implemented category validation during template creation or editing. If the selected category does not match Meta’s assessment, you will receive a warning or an error message. For example, if an existing template was previously categorized as Utility, but Meta determines that it should be Marketing, users will see a "Category does not match" error in WhatsApp Manager.
This warning will also appear in WATI when submitting a template, but only when a category mismatch is detected.
Migration of Existing Templates
Meta has started migrating templates created before April 1, 2023, to the new categories. These updates will now be reflected in your WATI account. Templates with updated categories will appear at the top of your list.
Key Takeaways
WhatsApp now uses three new message template categories: Utility, Authentication, and Marketing.
All new and modified templates must comply with Meta’s category validation.
If there is a category mismatch, WhatsApp Manager and WATI will display an error.
Existing templates created before April 1, 2023, have been migrated to the new categories. For more details, check your WhatsApp Manager or contact WATI support for assistance.
Frequently Asked Questions (FAQs)
Template Categories and Charges
1. What are the new WhatsApp template categories?
→ Starting April 1, 2023, WhatsApp message templates are classified into three categories:
Utility Conversations – For transaction updates, post-purchase notifications, and billing statements.
Authentication Conversations – For sending one-time passcodes for account verification and security.
Marketing Conversations – For promotions, offers, and customer engagement messages.
2. How do these new categories affect my business?
→ All business-initiated conversations will now be charged based on these categories. The correct classification ensures compliance with WhatsApp policies and avoids errors during template submission.
3. When did the new pricing structure take effect?
→ The new pricing structure, based on template categories, started on June 1, 2023.
Template Creation and Approval
4. Do I need to manually update my existing templates?
→ No. Meta has automatically migrated all templates created before April 1, 2023, to the new categories. These changes are now reflected in your WATI account.
5. How do I create a WhatsApp message template under the new system?
Go to your WhatsApp Manager or WATI account.
Click on New Template and select a category (Utility, Authentication, or Marketing).
Enter the required details, including parameters and media (if needed).
Submit the template for Meta’s approval.
6. What happens if I select the wrong category?
→ Meta validates template categories during creation or editing. If your selection doesn’t match Meta’s classification, you will receive a "Category does not match" error in WhatsApp Manager or WATI.
Managing Existing Templates
7. Where can I check if my templates have been migrated?
→ You can check your templates in WhatsApp Manager or WATI. Migrated templates with updated categories will appear at the top of your list.
8. Can I edit an existing template’s category?
→ No, categories are automatically assigned based on Meta’s validation. If you need to use a different category, you must create a new template.
9. What should I do if my template gets rejected due to a category mismatch?
→ If a template is rejected due to a category mismatch:
Check the WhatsApp Manager or WATI for the error message.
Adjust the template content if needed.
Resubmit the template under the correct category.
Support and Assistance
10. Who can I contact if I need help with template submission?
→ If you need assistance, you can:
Visit your WhatsApp Manager for guidance.
Contact WATI support for further help with template approval issues.