When creating a WhatsApp message template through Wati, businesses must select a category (e.g. utility or marketing). Meta reviews the template to ensure the category aligns with its guidelines. If approved, the template can be used to send messages. Starting April 9, 2025, Meta is automatically updating the category if needed (e.g. from utility to marketing), and the allow_category_change setting is no longer supported. Businesses can request a review of category decisions within 60 days. This guide will walk you through these changes.

When you create a WhatsApp message template through Wati, you’ll be asked to choose a category for the template - such as utility or marketing - based on Meta’s guidelines.

Once submitted, Meta will review the content to validate the selected category. Based on this review, the template will be assigned a status, such as APPROVED.

An APPROVED status means Meta has reviewed the content, agrees with the selected category, and your template is ready to use for sending messages or campaigns.

To ensure your campaigns run smoothly, we recommend having your templates ready 24 hours before sending the campaigns. This allows you time to appeal in case Meta misclassified your Utility template as a Marketing template.

You can request a review within 60 days:

If you selected UTILITY but Meta determines the template fits the MARKETING category, it will be approved as MARKETING and you will be charged accordingly.

Please click on this to read more about Meta’s announcement.

Please note that this is a recent update from Meta. In Wati, your template may still appear as approved under the Utility category, even if Meta has reclassified it as Marketing. Billing will reflect the updated Marketing category and you will be charged accordingly.

Use these message templates to confirm when a customer has opted in (or out) of receiving messages on WhatsApp - especially if you collected consent through another channel like your website or email.

Let customers know they’re all set to receive messages:

“Thanks for confirming opt-in! You’re in. You’ll now receive notifications via WhatsApp.”

Reassure customers who choose to stop receiving messages:

“Thank you for confirming your opt-out preference. You will no longer receive messages from us on WhatsApp.”

Use these templates to keep customers informed at every stage of their order—confirmation, shipping updates, delays, and refunds. Each message includes personalized order details for a smooth, transparent experience.

Let the customer know their order is confirmed:

“Thank you! Your order {{1}} is confirmed. We’ll let you know once your package is on its way.”

Notify them when the order is on the move:

“Hooray! Your package from order {{1}} is on its way. Your tracking number is {{2}} and the expected delivery date is {{3}}.”

Inform the customer about a delay and provide options:

“Unfortunately, one item from your order {{1}} is backordered. We’ll follow up with an estimated ship date. If you wish to cancel and receive a refund, please click here: {{2}}”

Confirm that a returned item has been processed:

“We’ve received your item from order {{1}}. Your refund for {{2}} has been processed. Thank you for your business.”

Note: {{1}}, {{2}}, {{3}} etc are example placeholders.

Meta requires every WhatsApp template to be classified (such as utility or marketing) so it can apply the correct messaging rules and billing. You must choose a category when submitting the template.

Meta reviews the template content after submission to verify whether the selected category aligns with its guidelines.

Template approval can take anywhere from 30 minutes to 24 hours. During this time, the template remains in a Pending state and cannot be edited.

An Approved status means Meta has reviewed the template, agreed with the assigned category, and the template is ready to be used in messages or campaigns.

From April 9, 2025, Meta can automatically update your selected template category if it determines the content fits a different category, such as changing a utility template to marketing.

No. The allow_category_change setting is no longer supported, as Meta now handles category updates automatically.

If Meta reclassifies your template as marketing, it will be approved under the marketing category and billed accordingly, even if Wati still shows it as utility.

Yes. You can request a review within 60 days of the template’s creation date or within 60 days of the category update date if Meta reclassified it.

Submitting templates early gives you time to request a review if Meta misclassifies your template, helping you avoid delays or unexpected billing changes.

Utility templates typically include opt-in or opt-out confirmations, order confirmations, shipping updates, backorder notifications, and refund confirmations, all focused on transactional or account-related updates rather than promotions.