# WhatsApp Templates by Category

WhatsApp Business Platform allows businesses to send **pre-approved message templates** for engaging with customers.\
Each template must belong to one of **three main categories** — **Marketing**, **Utility**, or **Authentication**.

These categories define the purpose and usage policy for your message templates and its cost.

## Marketing Templates

**Purpose:** To promote products, services, and offers, or to drive user engagement.

Marketing templates are used when you want to **initiate a conversation** with a customer — for example, sharing a sale, a new launch, or a limited-time deal.

**Examples:**

* “Hey 👋 Get 20% off on your next order! Use code WELCOME20 before midnight.”
* “New arrivals are here! Tap below to explore the latest collection.”
* “Your favorite items are back in stock — shop now before they sell out!”

**Best Used For:**

* Offers, discounts & promotions
* Product recommendations
* Re-engagement campaigns
* Cart recovery reminders

{% hint style="info" %}
Customers must have opted in to receive marketing messages.
{% endhint %}

## Utility Templates

**Purpose:** To share **transactional or informational updates** related to an existing order, booking, or account activity.

These are non-promotional messages that keep the customer informed about what they already expect.

**Examples:**

* “Your order #4523 has been shipped and will arrive by tomorrow.”
* “Your payment of ₹2,499 was received successfully.”
* “Your appointment is confirmed for Monday, 4 PM.”

**Best Used For:**

* Order and delivery updates
* Payment confirmations & receipts
* Appointment or booking reminders
* Account status or subscription updates

{% hint style="info" %}
**Tip:** Utility templates help build trust and improve post-purchase experience.
{% endhint %}

## Authentication Templates

**Purpose:** To send secure **one-time passwords (OTPs)** or verification codes for login and account access.

These messages are time-sensitive and critical for user verification workflows.

**Examples:**

* “Your login code is 827492. It will expire in 5 minutes.”
* “Use 654321 to verify your WhatsApp Business account.”
* “Your OTP for completing payment is 789045.”

**Best Used For:**

* OTP delivery
* Two-factor authentication
* Account verification or password reset

{% hint style="info" %}
**Note:** Authentication templates are approved only for verification-related use cases and must not include promotional content.
{% endhint %}

#### Comparison Summary

<table><thead><tr><th width="139.1142578125">Category</th><th>Purpose</th><th>Example</th><th>Allowed Content</th></tr></thead><tbody><tr><td><strong>Marketing</strong></td><td>Promote &#x26; re-engage</td><td>“Get 25% off today!”</td><td>Offers, promotions, announcements</td></tr><tr><td><strong>Utility</strong></td><td>Inform &#x26; update</td><td>“Your order has been shipped.”</td><td>Transactional updates</td></tr><tr><td><strong>Authentication</strong></td><td>Verify &#x26; secure</td><td>“Your OTP is 827492.”</td><td>Login codes, account verification</td></tr></tbody></table>