WhatsApp template categories and approval: a practical guide

WhatsApp template approval is automatic: you submit a template in WhatsApp Manager or through the API, Meta checks its content and category, and you get a decision within 24 hours. Every template belongs to one of three categories. Marketing is for offers, promotions and anything mixed or vague. Utility is for non-promotional updates about a user's own order, booking or account. Authentication is only for one-time passcodes.

The category matters because Meta prices each one differently, and marketing costs several times more than utility in most countries. Meta also checks your chosen category against the content. Since April 2025 a "utility" template with promotional wording is simply approved as marketing.

Most rejections come from a few fixable mistakes: badly formatted variables, missing samples, duplicate wording and policy issues. This guide covers the rules as of 1 November 2026, then gives nine example templates you can adapt.

WhatsApp template categories explained

Meta's categorisation guidelines make two points that catch most businesses out. First, a template that mixes utility and marketing is marketing. "Your order has shipped. Use code SAVE10 on your next order" is a marketing template. Second, a template with only placeholders or vague text, such as "Hi {{1}}, {{2}}", is marketing, because Meta cannot tell what it is for.

How the category affects price

Meta charges per delivered template message, based on the category and the recipient's country. The current rates for every country are on Meta's official rate card; utility and authentication drop further at high monthly volumes. In every market, marketing is the most expensive category, and in India a marketing message costs several times a utility message. That is why getting a genuine reminder approved as utility matters, and why Meta polices the line. Two changes from 1 October 2026 also matter: utility templates sent inside an open customer service window are charged again, and service replies are free only for the first 1,000 per business phone number each month. Everything is free inside a free entry point window opened from a Click-to-WhatsApp ad. Details are in our guides to WhatsApp API pricing and free messages and the service window.

Category checks and recategorisation

Meta checks the category at review and keeps checking after approval:

• At review. Since 9 April 2025, a template submitted as utility that Meta judges to be marketing is approved as marketing. A wrong category can still be rejected with the reason INCORRECT_CATEGORY.
• After approval. Meta reviews approved templates on a recurring basis. Utility templates found to be marketing are switched, normally with one day's notice. Businesses that already have a misuse warning get the change instantly.
• Authentication content. A marketing or utility template that is really an OTP is not moved. After notice, it is rejected on the first day of the next month.

You are told by email, a WhatsApp Manager banner and the template_category_update webhook. If you disagree, request a review in WhatsApp Manager under Business Support, within 60 days. You cannot edit the category of an approved template, so the other option is to create a new one.

The WhatsApp template approval process

1. Create the template in WhatsApp Manager or through the API: name (lowercase letters, numbers and underscores), category, language, header, body, footer and buttons.
2. Add a sample for every variable. Samples are required and help the reviewer see the real message.
3. Submit. Status shows In review. Meta's review page says a decision can take up to 24 hours.
4. Approved or rejected. Only APPROVED templates can be sent. If rejected, read the reason, fix and resubmit, or appeal with a sample.
5. Edit carefully. Approved templates can be edited up to 10 times in 30 days and once in 24 hours, and every edit is reviewed again (template management).

Limits to plan around: up to 100 new templates per hour per WhatsApp Business account, and 250 templates in total if your business portfolio is unverified (up to 6,000 once verified with an approved display name). Each language version counts as a separate template, and Meta does not translate for you.

Common rejection reasons and variable rules

Variable mistakes

• Braces that do not match. Write {{1}} or a named parameter like {{first_name}} (lowercase and underscores only).
• Special characters such as #, $ or % inside a parameter.
• Numbers out of sequence, for example {{1}}, {{2}}, {{4}}.
• A template that starts or ends with a variable. Put text before the first and after the last.
• Too many variables for the length of the message. Add real words around them.
• No sample values.

Content and policy

• The body and footer match an existing template word for word.
• Asking for full card numbers, bank account numbers or national ID numbers. Asking for the last four digits is allowed.
• Threatening legal action or public shaming, for example in payment reminders.
• Prices, fees and offers that break the WhatsApp Commerce Policy.
• Utility wording with a promotion inside (approved as marketing rather than rejected).

Component limits

From Meta's components reference: text header up to 60 characters with one variable; body up to 1,024 characters; footer up to 60 characters; up to 10 buttons in total, with at most 2 URL buttons and 1 phone button; button text up to 25 characters. A URL button can hold one variable, at the end of the URL.

Template quality, pacing and pausing

Once approved, each template earns a quality rating from usage, feedback and read rates: High (GREEN), Medium (YELLOW), Low (RED), or Quality pending (UNKNOWN) for new templates. Medium and Low mean several people blocked or reported it, or few people read it.

When a template reaches the lowest rating it is paused: 3 hours the first time, 6 hours the second, and disabled the third time. Sends to a paused template fail with error 132015. New marketing templates, and those not rated GREEN, can also be paced, meaning Meta holds part of the campaign until early feedback arrives. Our broadcast guidelines cover pacing and messaging limits in detail.

Example templates that follow the rules

These are examples written for this article, not Meta-approved templates. Approval depends on your exact content, so adjust the wording to your business and supply real samples.

Utility examples

Example 1: appointment confirmation (utility). "Hi {{1}}, your appointment at Bright Smile Dental is confirmed for {{2}} at {{3}}. Reply 1 to confirm or 2 to reschedule." Quick-reply buttons: Confirm, Reschedule.

Example 2: day-before reminder (utility). "Reminder: your site visit to {{1}} is tomorrow at {{2}}. Our team member {{3}} will meet you at the sales office." Button: Get directions (URL).

Example 3: payment receipt (utility). "We received your payment of {{1}} for invoice {{2}} on {{3}}. Thank you. Keep this message for your records."

Example 4: lead acknowledgement after a form (utility). "Hi {{1}}, thanks for your enquiry about {{2}}. {{3}} from our team will call you today. Reply here if you have questions before then."

Example 5: visit feedback (utility). "Hi {{1}}, how was your visit to our {{2}} branch on {{3}}? Tap a button to rate it." Buttons: Good, Okay, Poor.

Marketing examples

Example 6: festive offer (marketing). "Hi {{1}}, our Diwali offer is live: {{2}} off teeth whitening until {{3}}. Book a slot below." Buttons: Book now (URL), Stop offers (quick reply).

Example 7: course batch opening (marketing). "Hi {{1}}, admissions for our {{2}} batch starting {{3}} are open. Seats are limited. Reply YES for the fee details." Button: Stop offers.

Example 8: re-engaging an old enquiry (marketing). "Hi {{1}}, you asked about {{2}} a while ago. New units with possession in {{3}} are now available. Want the price list?" Buttons: Send price list, Stop offers.

Authentication example

Example 9: login code (authentication). Built from Meta's authentication template: "{{1}} is your verification code. For your security, do not share this code." Copy-code button, optional expiry note. No links or emojis.

Building templates in salestrack

salestrack CRM by Dentobees includes a guided template builder inside broadcasts and templates. It walks you through category, header, body, variables and buttons, shows a phone preview, asks for sample values and flags common rejection reasons before you submit to Meta. Variables fill from lead fields such as name, product and date. For ready-made starting points, browse the salestrack template library, and use the glossary if a WhatsApp term is unfamiliar.