WABA template categories

This document has been updated to include additional changes taking effect on July 1, 2025.

When creating a template, you must select its category. This determines:

• the cost of sending the message;
• whether you can have free follow-up communication after the customer replies;
• moderation rules (what you can or cannot include).

Each template category has its own requirements. If Facebook decides your message fits another category, it will automatically reassign it there.

When checking your template’s status, watch the selected category. That way you’ll know exactly how much it costs to use.

Starting July 1, 2025, WhatsApp Business API (WABA) changes billing: instead of 24-hour sessions, individual template messages are now billed.

The names of template categories in the Wazzup interface may differ from those used by Meta.

For example, Wazzup’s “Notifications, Reminders, Customer Questions” corresponds to Meta’s “Utility,” and “One-Time Password” corresponds to Meta’s “Authentication.” The essence and rules are the same — only phrasing differs.

Let’s figure out what the template should be in each category.

General template limits

1. Templates in the Marketing and Utility categories are now limited to 550 characters (instead of 1024). Variables like names and addresses do not count toward the limit.

2. You may use up to 10 emojis per template message. Exceeding this will result in rejection.

3. Marketing templates longer than 5 lines will be truncated; the user will see a “Read more” link.

Marketing

This category is for promotional content:

1. Promotions, discounts, product launches, personalized suggestions, brand news.

2. Company info, such as address or contact details.

3. Any prompts or buttons encouraging action (“Rate us,” “Learn more,” “Call now,” etc.). Even without overt advertising, if the message prompts action, Meta will categorize it as Marketing.

 ¯\_(ツ)_/¯

Sample templates:

• “Hi {contactName}! You recently purchased {phoneModel}. We’re offering 20% off on cases and accessories this month!”
• “Thanks for your visit! Rate the technician from 1 to 10 — reply with just the number.”

Pro tip – Include an “Unsubscribe” button in your first message after a long hiatus or mass mailing.

Marketing message limits

WhatsApp limits how many marketing templates a user may receive:

• Up to 2 templates per day from one company (WABA number).
• Up to 4 templates per day total from all companies.
• Up to 10 templates per week from all senders.

These limits are based on received messages, not conversations.

If the user replies to a marketing message, a 24‑hour window opens, during which limits are waived.

Example:

A user gets 2 templates from Company A and 2 from Company B today — no more marketing messages allowed today. You either wait until tomorrow or send a Utility template.

If the user replies to one company, that company can continue sending marketing messages within 24 hours — no limits.

Utility

In the section “Message templates” → “WABA templates” → “Category: Alerts, reminders, questions for customers“.

Used for no-promo, work-related messages sent in response to customer actions:

• Order status updates.
• Appointment or delivery reminders.
• Payment confirmations.
• Booking details, etc.
• Any time-sensitive info that customers expect.

Templates may include PDFs, images, or documents if they actually help the customer (e.g., receipts, maps, guides).

If the customer has already messaged you and the chat window is open — Utility templates are free to send. If the window is closed — even Utility templates will be billed.

And remember, no call to action. Therefore, templates that contain marketing elements, such as discounts or promotions, are categorized as Marketing.

Even if a template does not have a direct call to action, this does not guarantee that it will remain in the Services category. Meta may reclassify a template as marketing if the message mixes multiple meanings, such as a notification and an advertisement in one text, or if the content itself appears vague and unclear.

Approved Utility templates

• “Your order #123 is ready for pickup today between 12:00 and 18:00.”
• “Reminder: Your appointment is scheduled for June 25 at 11:00 at 5 Primer Street.”
• “Payment of 1,200 ₽ has been processed. Thank you!”
• “Delivery tomorrow from 10:00 to 13:00. Courier: +7 (900) 123‑45‑67.”
• “Alert: Severe weather expected in your area. Best to stay indoors.”

Let’s look at more examples to prevent Meta from blocking your templates.

One time passwords

This category is strictly for templates that include codes used to verify login, transactions, or other secure actions.

To pass moderation in the One Time Passwords (Authentication) category, the template must:

• use WhatsApp’s predefined OTP message formats, which include expiration warnings and disclaimers;
• include a button to copy the one-time password;
• exclude any URLs, media, or emojis;
• keep the code no longer than 15 characters.

Although this category is visible in the Wazzup interface, we currently do not support sending templates in it. If you need templates in the “Authentication” category — please contact our support. It helps us track demand.

Meta always reserves the right to change the template category. It’s not always possible to predict how a message will be classified.

For example, you may create a template related to payment, and Facebook may label it as Marketing.

Once a template is published, its category cannot be changed. But you can:

1. Modify the text and create a new template (resubmitting the same content won’t work);

2. Assign the correct category and submit it again for approval.

Remove the previous template, in which Facebook changed the category, or leave it just in case. It is not required to use it.