Conversation (Template) Categories
When opening a new Business-initiated conversation, you must utilize a Template.
First, you create a WhatsApp template under -> Settings -> WhatsApp -> Template tab -> Click on Create Template.
The template will be reviewed and approved (or denied) by Facebook Meta. Below we will review the types of template categories.
1. Marketing— Enables you to achieve a wide range of goals, from generating awareness to driving sales and retargeting customers. Examples include new product, service, or feature announcements, targeted promotions/offers, and cart abandonment reminders.
2. Utility— Enables you to follow-up on user actions or requests. Examples include opt-in confirmation, order/delivery management (e.g., delivery update); account updates or alerts (e.g., payment reminder); or feedback surveys.
3. Authentication (To be Released)— This enables you to authenticate users with one-time passcodes, potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges).
4. Service (To be Released) — Enables you to resolve customer inquiries.
Learn more about Template Categorization Guidelines.
How to Create a WhatsApp Template
Templates are used to begin business-initiated conversations, though this is not their only use. You will need to create and have Meta (owner of WhatsApp) approve your templates.
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