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), 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.

Instructions

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 broadcasts.

Best practice when submitting a new template

To ensure your broadcasts run smoothly, we recommend having your templates ready 24 hours before sending the broadcasts. 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).

What’s changed?

Important updates from Meta (effective April 9, 2025)

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.

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}}.”

⚠️ Backorder Notification

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}}”

💸 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)

Template creation and approval

1. What happens after I create a WhatsApp message template in Wati?

→ After you submit a template, Meta reviews the content to validate the selected category based on their guidelines. The status will initially show as Pending, and the template becomes read-only during the review.

2. How long does it take for a template to be reviewed?

→ Template reviews by Meta usually take between 30 minutes to 24 hours.

3. What does it mean when a template is marked as APPROVED?

→ An APPROVED status means Meta has reviewed the content, agrees with the selected category, and the template is ready to be used for sending messages or broadcasts.

Template categories and classification

4. Who decides the final category of my template?

→ Although you select a category during template creation (e.g. utility or marketing), Meta makes the final determination during the review process.

5. What if I select Utility, but Meta classifies it as Marketing?

→ If Meta determines the content fits the Marketing category, the template will be approved as Marketing, and you will be billed accordingly - even if it still appears as Utility in Wati.

You can appeal to Meta if you feel Meta misclassified your Utility template as a Marketing template.

6. Can I request a review if I disagree with the assigned category?

→ Yes, you can request a review within 60 days:

From the creation date, if the template was approved as submitted.
From the category update date, if Meta changed the category.

Meta's Updates

7. What changed on April 9, 2025?

→ Meta no longer supports the allow_category_change parameter during template creation. This behavior—automatically updating the category based on content—is now the default.

8. Why does my template still show Utility in Wati if Meta classified it as Marketing?

→ Due to recent changes, templates may still display the originally selected category in Wati. However, Meta’s final classification (e.g. Marketing) will determine the billing.