WhatsApp Business templates categories

The WhatsApp Business platform distinguishes four templates categories, called conversation categories by Meta, each with its own applications and characteristics. Below we highlight these categories and their main use cases.

Two types of customer conversations

WhatsApp makes a distinction between:

• Business-initiated conversations: proactive messages to customers who have opted in. These conversations always start with a pre-approved message template.
• Customer-initiated conversations: reactive conversations where customers reach out, for example for help or information.

The four categories of conversation

1. Utility

Utility conversations focus on practical, agreed-upon updates and transactions, such as order confirmations or shipping information. These conversations are always initiated by the business.

Examples of Utility usage:

• Appointment reminders:
  "Reminder: Your appointment at SpinOffice is next Wednesday at 1:00 PM. Coffee is ready."
• Order updates:
  “Thank you for your order! Your order number is 0123.”
  “Sorry, your order is delayed. We will ship it as soon as possible.”
• Payment reminders:
  “Hi {{1}} we have received your payment. We will get started right away!”
• Account / Customer Service Messages:
  "Dear {{1}}, the reported issue has been resolved. Sorry for the inconvenience."
• Shipping information:
  “We deliver tomorrow between 14:00 and 18:00. Your order number is 0123.”

2. Authentication

Authentication conversations are used for security purposes, such as sending One Time Passwords (OTPs) during registration or verification.

Examples of Authentication usage:

• Account registration:
  “Your temporary password is Welcome01!. Change it immediately after your first login.”
• Two-step verification:
  “Your login code is 01234.”

3. Marketing

Marketing conversations are designed to promote products or services. Think of offers, back-in-stock notifications, or abandoned cart reminders.

Examples of Marketing Usage:

• Promotions:
  “Check out our new summer collection and be the first to score your favorite!”
• Back-in-stock updates:
  “The blue sneakers in your size are back in stock. Order quickly!
• Opening hours:
  “We are closed during the holidays. We will be ready for you again in January!”
• Shopping cart reminders:
  “Forgot something? Click here to complete your order.”

4. Service

Service conversations are always initiated by the customer. These can be questions about support, payments or other requests. These conversations often overlap with the other categories, but the main difference is that they are cheaper because the customer initiates them.