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      WhatsApp Template Categorization

      Use these guidelines when choosing a category for each of your templates.

      Updated: September 23, 2024

      Authentication templates

      Authentication templates enable businesses to authenticate users with one-time passcodes (usually 4-8 digit alphanumeric codes), potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges).

      Authentication templates are our most restricted. For a template to be classified as authentication, a business must:

      • Use WhatsApp’s preset authentication message templates, which include optional add-ons like security disclaimers and expiry warnings
      • Configure a one-time password button (copy-code or one-tap)
      • Follow content restrictions: URLs, media, and emojis are not allowed for authentication template content or parameters. Additional length restrictions of 15 characters also apply to parameters.
      Definition Examples

      Authentication code
      • "1 is your verification code."
      • "1 is your verification code. For your security, do not share this code."
      • "1 is your verification code. This code expires in 15 minutes."

      Utility templates

      Utility templates relate to a specific, agreed-upon transaction and accomplish one of the following: Confirm, suspend, or change a transaction or subscription.

      Any template that has a mix of utility and marketing content will be classified as a marketing template.

      Definition Examples

      Confirmation, suspension or termination of an existing transaction
      • "Thank you for your appointment! See you next week"
      • "Your consultation is complete, and your projection is attached below"

      Change or update to a transaction
      • "Reminder: Your appointment is at 1pm on Tuesday"

      Note: Examples are illustrative only, templates containing similar content or content including this example text may be categorized differently based on their exact content.

      Marketing templates

      Marketing templates are our most flexible. They do not relate to a specific, agreed-upon transaction and instead may relate to the business and/or its products/services. These templates may include promotions or offers; welcoming or closing messages; updates, invitations or recommendations; or requests to respond or complete a new transaction.

      Any template that has a mix of utility and marketing content will be classified as a marketing template.

      Definition Examples

      Promotions or offers
      • "20% Higher Returns with Weekly Dynamic Pricing"
      • "Free Smart Locks for New Homeowners to create a seamless guest checkin experience!"
      • "Maximize your earnings with a trusted property management partner"

      Welcoming or closing messages
      • "This is Vintory and we are now on WhatsApp!"
      • "Hello, welcome to our profile on WhatsApp!"
      • "I'm sorry for the delay, my name is XX, how can I help you?"

      Updates, invitations, newsletters, or recommendations
      • "Join us for our upcoming event!"
      • "Hey members, join us tonight for this event"

      Requests to respond or complete a new transaction
      • "Your application is waiting for you. Click here to complete"
      • "You missed your recent appointment, tap here to rebook."

      Note: Examples are illustrative only, templates containing similar content or content including this example text may be categorized differently based on their exact content.