Marketing template
A promotional template — offers, launches, re-engagement, and every festive greeting. The expensive category.
Anything intended to get the customer to do something next is marketing: offers, product launches, win-backs, abandoned cart reminders. So is a pure greeting with no offer in it, which surprises businesses every festival season — a "Happy Diwali" has no transaction behind it, so Meta files it as marketing and bills it accordingly.
Marketing templates are billed whether or not the service window is open, and they are the ones most likely to generate blocks. Both facts argue for sending fewer of them to better-targeted segments.
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Related terms
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Template category
Marketing, utility or authentication — the label Meta assigns each template, which decides what it costs.
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Utility template
A template about a transaction the customer already initiated — the cheap category, and free inside an open service window.
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Quality rating
Meta’s read on how your recipients feel about hearing from you — High, Medium or Low, calculated per number.