Type (Utility, Marketing, Auth)
Why Templates Have a Type
When you create a template, the Category field makes you pick one of three types: Utility, Authentication, or Marketing. This isn't optional - Meta uses the category to decide the rules and the cost for every message you send with that template.
Picking the right type matters: an honest category gets approved faster and is usually cheaper. The wrong one gets flagged or re-classified by Meta.
The Three Template Types
Utility
Utility templates handle transactional, operational messages tied to something the customer already did - an order they placed, an account they own, an appointment they booked.
Common uses:
- Order confirmations
- Shipping and delivery updates
- Appointment reminders
- Payment receipts and billing statements
- Post-purchase notifications (e.g., "Your order is ready")
Example:
Hi {{1}}, your order #{{2}} has shipped!
Track it here: {{3}}
Expected delivery: {{4}}
Authentication
Authentication templates exist for one thing only: verifying a user's identity. Nothing promotional, nothing transactional - just security.
Common uses:
- One-time passwords (OTPs)
- Account verification codes
- Login codes
- Password reset codes
Example:
{{1}} is your verification code. For your security, do not share this code.
Marketing
Marketing templates cover anything promotional or engagement-driven - selling, announcing, or re-engaging customers.
Common uses:
- Promotions, discounts, and offers
- Product launches and announcements
- Re-engagement messages ("We miss you!")
- Newsletters and informational broadcasts
Example:
Hi {{1}}! Our Raya Sale is live - up to 50% off everything.
Shop now before stocks run out!
Quick Comparison
| Type | What it's for | Example |
|---|---|---|
| Utility | Updates about an existing order or account | "Your order has shipped" |
| Authentication | Verifying identity and account security | "123456 is your code" |
| Marketing | Promotions, offers, and re-engagement | "50% off this weekend" |
How Meta Reviews Your Category
You choose a category when you create the template, but Meta has the final say. During the approval review, Meta validates your choice:
- If your category looks right, the template is approved as-is.
- If Meta disagrees, you'll see a category mismatch warning, or Meta may re-classify the template itself - for example, a "promo" template submitted as Utility gets bumped to Marketing.
What This Costs
Category affects price. From cheapest to most expensive: Authentication → Utility → Marketing. So a purely transactional message is cheaper as Utility than as Marketing.
For the full cost breakdown and country rates, see Pricing.
Common Questions
What's Next?
- Templates Overview - How to create and submit a template
- Pricing - How each category is charged
- Media Guidelines - Image and video rules for templates