Summary
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). Businesses can request a review of category decisions within 60 days. This guide will walk you through these changes.
Note: Broadcasts are now Campaigns – same powerful features, updated name!
Instructions
1. Current process of template approval
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.
If your template is approved
Approval Process: Meta reviews template submissions, which may take 30 minutes to 24 hours.
Once submitted, the status changes to Pending and the template becomes read-only.
Approved templates will have the status 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.
Best practice when submitting a new template
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.
Requesting a review
You can request a review within 60 days:
From the creation date, if the template is approved as submitted.
From the category update date, if Meta updates your selected category (for example, from utility to marketing).
2. What’s changed?
Important updates from Meta regarding template approval
(effective April 9, 2025)
If you select the category as UTILITY but Meta determines the template fits the MARKETING category, it will be approved as MARKETING template and you will be charged accordingly.
The template approval process now works differently.
A user creates a template draft and selects the preferred category (for example, Utility or Marketing).
The template is submitted to Meta for review.
Meta reviews the selected category before starting the approval process.
During this stage, Meta may confirm the selected category or update it if necessary.
Example: If a template is submitted under the Utility category but the content does not clearly show that it was triggered by a customer action or request (as defined in the Meta template categorisation guidelines), Meta may update the category to Marketing.
This category update can happen before the approval process.
After the category review is completed, the template is created on Meta.
Meta then performs a content review.
The template is either approved or rejected.
Note: For more details about this change, please refer to Meta’s official announcement.
Here are some examples of Utility Templates
1. Message Objective: Manage opt-ins on WhatsApp
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.
✅ Opt-In Confirmation
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.”
🚫 Opt-Out Confirmation
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.”
2. Message Objective: Manage orders and transactions
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.
🛒 Order Confirmation
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.”
🚚 Shipping Update
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}}.”
💸 Refund Confirmation
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.
Frequently Asked Questions (FAQs)
WhatsApp Template Categories
1. What categories must be selected when creating a WhatsApp message template in Wati?
When creating a WhatsApp message template in Wati, businesses must select a category such as Utility or Marketing based on Meta’s guidelines.
2. Who reviews the selected category for a WhatsApp template?
Meta reviews the selected category and the template content to ensure the category aligns with its guidelines.
Template Approval Process
3. How does the WhatsApp template approval process work in Wati?
When a template is submitted in Wati, Meta reviews the template content and the selected category. After submission, the template status becomes Pending and the template becomes read-only. Meta then performs a review and assigns a final status such as Approved.
4. How long does Meta take to review a WhatsApp template?
Meta typically reviews template submissions within 30 minutes to 24 hours.
5. What does the “Approved” status mean for a WhatsApp template?
An Approved status means Meta has reviewed the template content, agrees with the selected category, and the template is ready to be used for sending messages or campaigns.
Template Category Updates
6. What happens if Meta determines that the selected template category is incorrect?
If a template is submitted under one category but Meta determines it belongs to another category, Meta may update the category before approving the template. For example, if a template is submitted as Utility but contains promotional content, Meta may change the category to Marketing.
7. When can Meta update the template category?
Meta can update the template category before the template approval process begins, during the stage where Meta reviews the selected category.
8. What changed in the template approval process starting April 9, 2025?
Starting April 9, 2025, Meta automatically updates the template category if needed. If a template is submitted as Utility but Meta determines it fits the Marketing category, the template will be approved as a Marketing template, and the associated charges will apply.
Template Review and Appeals
9. Can businesses request a review of Meta’s category decision?
Yes. Businesses can request a review within 60 days. The review request period starts from the template creation date if the template is approved as submitted, or from the category update date if Meta changes the selected category.
Utility Template Examples
10. What are some examples of Utility message templates?
Utility templates are commonly used for operational or transactional updates. Examples include confirming a customer’s WhatsApp opt-in or opt-out preference, sending order confirmations, sharing shipping updates with tracking details, and confirming that a refund has been processed for a returned order.