Template category
Marketing, utility or authentication — the label Meta assigns each template, which decides what it costs.
Every template is filed under one of three categories. Utility covers something the customer already did: an order update, a booking confirmation, a receipt. Marketing covers anything you want them to do next. Authentication is one-time passcodes and nothing else.
The category is not a label you choose freely. Meta re-categorises templates it judges to be filed wrongly, and the price difference is large — in India, marketing costs roughly 7.5 times what utility costs. A reminder with a discount bolted onto it is a marketing message, whatever you called it when you submitted it.
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Related terms
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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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Marketing template
A promotional template — offers, launches, re-engagement, and every festive greeting. The expensive category.
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Authentication template
A template carrying a one-time passcode, in its own category with its own formatting rules.