Utility Messages

Utility template messaging for transactional updates: order, delivery, billing, and alerts.

What Counts as Utility

Utility messages are typically sent in response to a user action or request. They should include specific context about an active transaction, account, subscription, or service interaction.

Examples:

Order confirmation with order ID
Delivery update with tracking details
Billing or account reminder tied to an existing service
Service alert linked to a current issue

If a template mixes utility intent with promotional content, it is usually reclassified as marketing.

Why Utility Templates Matter

Utility templates are generally lower-cost than marketing templates.
During an active 24-hour customer service window, utility templates can be free under Meta billing rules.
They provide clear operational updates that customers expect and value.

Prerequisites

Create a template with category UTILITY.
Get template approval.
Capture and retain valid user opt-in for WhatsApp communication.
Send using the standard Cloud API template message flow.

Template Structure

Utility templates commonly support:

1 optional header
1 required body
1 optional footer
Optional buttons (up to 10), including quick reply, URL, phone, and copy-code actions

For structural details, see Template Elements.

Common Use Cases

Opt-in and opt-out confirmations
Order and delivery lifecycle notifications
Account alerts and service-status updates
Post-service feedback collection
Follow-up on a support interaction started in another channel

Sending Flow

Create utility template.
Wait for APPROVED status.
Send via template message endpoint.
Monitor webhook statuses and quality signals.

Recategorization and Appeals

Meta can reclassify a utility template as marketing if the content contains promotional language or mixed intent. If recategorized, pricing and messaging behavior follow marketing rules.

If needed, challenge or review can be requested through Meta business support channels.

Best Practices

Keep utility templates factual, concise, and non-promotional.
Include concrete transaction references (order, booking, account, case IDs).
Do not add upsell or cross-sell wording in utility templates.
Use marketing templates separately when the objective is promotion.