WhatsApp Business API utility vs marketing pricing

Compare utility and marketing pricing for WhatsApp Business API and choose the right template type.

Utility and marketing pricing differ on the WhatsApp Business API. Choosing the right template type keeps costs aligned with your intent and improves approval chances.

Key takeaways

Utility = transactional updates; Marketing = promotions/upsells.
Template content determines the category; avoid promotional language in utility templates.
Using the right category lowers costs and improves approval odds.

When to use utility templates

Order, invoice, payment, or appointment updates.
Reminders and status notifications the user expects.
Follow-ups tied to a recent transaction or request.

When to use marketing templates

Promotions, offers, and re-engagement campaigns.
Cross-sell or upsell messages.
Anything with discounts, coupons, or urgency language.

Cost and compliance tips

Keep utility language factual; avoid offers to prevent marketing classification.
Use marketing templates for promos to stay compliant and avoid rejections.
Monitor quality and opt-outs to keep marketing spend efficient.

FAQs

What if a utility template has a small offer?

Even small promotional language can make it marketing. Separate promos into marketing templates.

Do utility templates cost less?

Utility rates are typically lower than marketing in most regions, but confirm your country’s rate card.

Can I switch a template category after approval?

You can submit a new template with adjusted language. Category is tied to template content.

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