> For the complete documentation index, see [llms.txt](https://docs.quickreply.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.quickreply.ai/overview/messaging-channels/whatsapp/concepts/messages/types.md).

# Types of messages

In the WhatsApp API, message types categorise the content and purpose of the messages being sent. Commonly used message types in the WhatsApp API are:

### [**Marketing Template Messages**](https://developers.facebook.com/docs/whatsapp/updates-to-pricing/new-template-guidelines/#marketing-template-guidelines)

These messages are used for promotional purposes, such as sending product offers, updates, or marketing campaigns to your customers. Marketing messages can help you engage with your audience and promote your products or services effectively.

### [**Utility Template Messages**](https://developers.facebook.com/docs/whatsapp/updates-to-pricing/new-template-guidelines/#utility-template-guidelines)

Utility messages are typically used for providing helpful information or assisting customers with their queries. They can include, order confirmations, shipping updates, appointment reminders, account notifications, or any other transactional or informational messages that serve a specific utility purpose.

### [**Session Messages**](https://developers.facebook.com/docs/whatsapp/cloud-api/guides/send-messages/)

Session messages are free-form messages that are exchanged between a customer and a business when a customer service window is opened. These are not template messages.

#### Customer service window

Whenever a WhatsApp user messages a business on a WhatsApp Business API number, a 24-hour timer called a customer service window starts (or refreshes if one has already been started). When a customer service window is open between a business and a user, a business can send **any type of message** to the user. If a window is not open between the business and the user, the business can only send template messages to the user, as template messages are the only type that can be sent outside of a customer service window. 

{% hint style="warning" %}
As a reminder, you can only send messages to users who have [opted-in](https://developers.facebook.com/documentation/business-messaging/whatsapp/getting-opt-in) to receiving messages from you.
{% endhint %}


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