Types of WhatsApp Template Messages You Can Create

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If you are using the WhatsApp Business API, understanding WhatsApp template message types is extremely important.

Many businesses know WhatsApp requires pre-approved template messages outside the 24-hour support window. 

But what most businesses miss is that there are three different WhatsApp template types - Utility, Marketing, and Authentication - each with different use cases, pricing, approval rules, and messaging restrictions. Using the wrong template category can lead to rejection or higher messaging costs. 

The average business on the WhatsApp Business API sends over 12,000 template messages every month and handles around 8,500 inbound customer conversations. At that scale, choosing the right WhatsApp template category becomes critical for controlling costs, improving delivery rates, and maintaining customer experience. 

This guide breaks down the difference between Utility, Marketing, and Authentication WhatsApp templates, when to use each type, real examples, pricing differences, and how to create templates correctly inside AiSensy. 

Let’s understand the different types of WhatsApp template messages.

Table of Contents

• What are WhatsApp Template Messages?
• Types of WhatsApp Template Messages
• WhatsApp Utility Template Messages
• WhatsApp Marketing Template Messages
• WhatsApp Authentication Template Messages
• How to Create WhatsApp Template Messages with AiSensy?
• WhatsApp Template Message Pricing
• Common WhatsApp Template Rejection Mistakes
• Conclusion
• FAQs

What are WhatsApp Template Messages?

WhatsApp template messages are pre-approved messages that businesses use through the WhatsApp Business API to contact customers on WhatsApp. These templates are used for sending order updates, OTPs, reminders, notifications, and promotional messages.

Businesses need approved WhatsApp templates to message customers outside the 24-hour customer support window or to start a conversation first.

WhatsApp templates also support dynamic variables like {{1}} and {{2}}, which automatically personalize messages with customer details such as names, order IDs, OTPs, or appointment dates.

If you are new to WhatsApp template messages and want to understand the basics first, start with our complete guide on What is a WhatsApp Template Message.

Types of WhatsApp Template Messages

Meta divides WhatsApp template messages into three categories -  Utility Templates, Marketing Templates, and Authentication Templates.

Each template type serves a different communication purpose and follows separate approval and pricing rules. 

Here’s a simple way to understand them:

• Utility Templates → Used for transactional updates like order confirmations, shipping alerts, payment reminders, and appointment updates.
• Marketing Templates → Used for promotional messages like offers, discounts, product launches, cart recovery, and re-engagement campaigns.
• Authentication Templates → Used for OTPs, login verification, password resets, and account security messages.

In general, utility templates are informational, marketing templates are promotional, and authentication templates are security-focused.

The table below explains the difference between Utility, Marketing, and Authentication WhatsApp templates in detail, including use cases, pricing, approval rules, and examples.

WhatsApp Utility Template Messages

What Are Utility Templates?

Utility templates are for transactional and service-related communication.

These are messages that customers are already expecting because they relate directly to something the customer already did. Someone placed an order. Someone made a payment. Someone booked an appointment. The utility template follows up with the relevant information.

The core rule for utility templates is simple: share information the customer needs. Do not promote anything.

Meta charges a lower conversation rate for utility templates compared to marketing templates. This makes it even more important to use the right category and not mix promotional content into utility messages.

Also, read: 20 Best WhatsApp Template Messages for IT Service Providers

Common Use Cases for Utility Templates

Order confirmations

Order confirmation messages are sent right after a customer places an order. They typically include the order ID, items purchased, estimated delivery date, and payment confirmation. These messages reassure customers that their order has been placed successfully and is being processed.

Shipping and delivery updates

Shipping update messages keep customers informed about where their order is. Businesses use these utility templates to share tracking links, dispatch notifications, courier partner details, and expected delivery timelines. Sending these updates proactively reduces support queries and improves the post-purchase experience significantly.

Payment reminders

Payment reminder templates are commonly used by subscription businesses, financial services companies, educational institutes, and service providers. These messages notify customers about pending invoices, upcoming EMI due dates, subscription renewals, or membership payments. Timely reminders improve payment collection rates without requiring manual follow-ups.

Appointment reminders

Healthcare clinics, salons, consultants, and coaching institutes use appointment reminder utility templates to notify customers about upcoming bookings. These reminders help reduce no-shows and keep customers informed about scheduled timings in advance.

Account and service notifications

Businesses also use utility templates for important account-related updates such as KYC verification alerts, password change confirmations, subscription activation messages, and policy renewal reminders. These messages keep customers updated about important account activity without any promotional intent.

WhatsApp Utility Template Examples

Here are some examples of utility template messages:

Order Confirmation

Hi {{1}}, your order #{{2}} has been confirmed. Items ordered: {{3}} Expected delivery: {{4}} Track your order here: {{5}} Thank you for shopping with us.

Shipping Update

Hi {{1}}, your order #{{2}} is out for delivery today. Delivery partner: {{3}} Track your shipment: {{4}} For any help, just reply to this message.

Payment Reminder

Hi {{1}}, a reminder that your payment of Rs {{2}} is due on {{3}}. Pay here to avoid any service interruption: {{4}} Need help? Reply to this message and we will assist you.

Appointment Reminder

Hi {{1}}, this is a reminder for your appointment with {{2}} on {{3}} at {{4}}. Reply YES to confirm or NO to reschedule. Thank you.

Subscription Renewal

Hi {{1}}, your {{2}} subscription expires on {{3}}. Renew now to continue without interruption: {{4}} Thank you for being with us.

Check our latest blog: WhatsApp Templates for Restaurants

Best Practices for Utility WhatsApp Templates

Keep the message informational and avoid any promotional language. Words like "offer," "discount," "limited time," or "sale" inside a utility template will either get it rejected or cause Meta to reclassify it as a marketing template, which means higher conversation costs.

Personalise every message using variables. A message that includes the customer name and relevant details like order ID or payment amount performs much better than a generic notification.

Keep the copy short and direct. Utility messages do not need long explanations. Customers just need the key information clearly presented.

Always end the message with a closing phrase like "Thank you" or "We are here if you need help." This improves readability and increases the chances of approval.

WhatsApp Marketing Template Messages

What Are Marketing Templates?

Marketing templates are for promotional communication and customer engagement.

If you are running a sale, launching a new product, trying to recover an abandoned cart, or re-engaging customers who have gone quiet, a marketing template is what you need.

Among the three WhatsApp template types, marketing templates give you the most creative freedom. You can use images, videos, personalised variables, CTA buttons, and compelling copy designed to drive action.

Marketing templates are also the most visible category from a customer experience standpoint. When someone receives a marketing message on WhatsApp, it stands out. This is exactly why quality, relevance, and targeting matter so much here.

Common Use Cases for Marketing WhatsApp Templates

Flash sales and seasonal promotions

Businesses use marketing templates to announce time-sensitive offers, festive sales, clearance deals, and seasonal discounts. These campaigns create urgency and drive quick purchase decisions.

Product launches and new arrivals

Marketing templates help businesses announce new product launches, feature updates, new collections, and back-in-stock alerts to interested customers.

Abandoned cart recovery

Cart recovery messages reach customers who added products to their cart but did not complete the purchase. These are among the highest-converting use cases for WhatsApp marketing templates.

Re-engagement campaigns

Businesses use re-engagement marketing templates to win back customers who have not interacted or purchased in 30, 60, or 90 days. A personalised message with a relevant offer at the right time can bring a significant portion of inactive customers back.

Upselling and cross-selling

Marketing templates can recommend related or complementary products based on a customer's previous purchase, increasing average order value without requiring a separate sales conversation.

Event and webinar invitations

Businesses use marketing templates to drive registrations for product demos, community events, live sessions, and webinars.

WhatsApp Marketing Template Examples

Here are some examples of marketing template messages:

Flash Sale Announcement

Hey {{1}}, our biggest sale of the year is live right now. Get up to {{2}}% off on {{3}}. Shop before the offer ends: {{4}}

[Shop Now]

Abandoned Cart Recovery

Hi {{1}}, you left something behind. Your cart has {{2}} waiting for you. Complete your purchase and get free shipping: {{3}}

[Complete Purchase]

Back-in-Stock Alert

Hi {{1}}, good news. {{2}} is back in stock and selling fast. Grab yours before it runs out again: {{3}}

[Shop Now]

Re-engagement Campaign

Hi {{1}}, it has been a while. Here is {{2}}% off your next order, just for you. This offer is valid till {{3}}: {{4}}

[Claim Offer]

Product Launch

Hi {{1}}, meet our latest launch: {{2}}. {{3}} Be among the first to explore it: {{4}}

[Explore Now]

Upsell Message

Hi {{1}}, glad you loved {{2}}. Customers who bought it also love {{3}}. Check it out here: {{4}}

[View Product]

Read this: WhatsApp Templates for Salons: 15+ Examples

Best Practices for Marketing WhatsApp Templates

Segment your audience before sending. A first-time buyer and a repeat customer need different messages. Sending the same broadcast to everyone reduces engagement and increases opt-outs.

Lead with value. The first line of your message should tell the customer what is in it for them. Do not start with your brand name or a generic greeting.

Use images or videos wherever possible. Visual templates consistently outperform plain text in marketing campaigns on WhatsApp.

Avoid spammy language. Excessive capitalisation, multiple exclamation marks, and clickbait phrasing are red flags for Meta's review system and for customers reading your message.

Do not use URL shorteners like bit.ly or TinyURL. Meta rejects templates with shortened links because they obscure the actual destination. Always use your own business domain in links.

Time your broadcasts carefully. Most audiences are active between 7 to 9 in the morning and 7 to 10 in the evening. Sending a promotional message late at night or very early in the morning reduces open rates significantly.

Do not over-message. WhatsApp is a personal channel. Sending too many marketing messages too often leads to opt-outs and damages your sender reputation with Meta.

Read more on:How to Broadcast WhatsApp Messages in AiSensy App?

WhatsApp Authentication Template Messages

What Are Authentication Templates?

Authentication templates are used exclusively for OTP messages, verification codes, and security-related communication.

This template type is specifically designed for login verification, password resets, two-factor authentication, and transaction confirmation messages. If your business sends any kind of one-time code to verify a user's identity, it must go through an authentication template.

Among the three WhatsApp template types, authentication templates are the most structured. Meta controls the format more tightly here to ensure security messages remain consistent and trustworthy. This also means they are the fastest to get approved and carry the lowest conversation cost.

Common Use Cases for Authentication Templates

OTP verification

Businesses use authentication templates to verify customer phone numbers during signup, registration, or checkout. Customers receive a one-time password that confirms their identity before proceeding.

Password resets

Password reset authentication templates help customers securely reset forgotten passwords. These messages usually contain a verification code, reset instructions, and an expiry time for the OTP.

Login authentication

Businesses use authentication templates to send verification codes during login attempts. These are commonly used for two-factor authentication, secure login verification, and device verification flows.

Transaction verification

Banks, fintech platforms, and payment apps use authentication templates to verify high-value transactions. Customers receive an OTP before completing money transfers, online payments, or major account changes.

Check this blog: Top 14 Use Cases of WhatsApp Business API for Fintechs

WhatsApp Authentication Template Examples

Here are some examples of authentication template messages:

Standard OTP

{{1}} is your verification code for {{2}}. This code expires in {{3}} minutes. Do not share this code with anyone.

[Copy Code]

Login Verification

Your login code for {{1}} is {{2}}. Valid for {{3}} minutes. If you did not request this, please secure your account immediately.

[Copy Code]

Password Reset

Hi {{1}}, use the code {{2}} to reset your {{3}} password. This code is valid for {{4}} minutes. If you did not request a reset, you can ignore this message.

Transaction OTP

Your transaction OTP for Rs {{1}} at {{2}} is {{3}}. Valid for {{4}} minutes. Never share this code with anyone, including our team.

Best Practices for Authentication WhatsApp Templates

Keep the message short. Customers want the code immediately. Do not add unnecessary text or explanation.

Always include the expiry time. This builds trust and prevents customers from trying to use expired codes.

Add a security note. Something like "Do not share this code with anyone" is expected in authentication messages and helps protect customers from phishing attempts.

Never add promotional content. Any marketing language inside an authentication template will result in immediate rejection.

How to Create WhatsApp Template Messages with AiSensy?

Here are simple steps to create WhatsApp Template Messages with AiSensy:

Step 1: Go to Manage → Template Messages inside the AiSensy dashboard and click Create Template.

Step 2:Select the template category — Utility, Marketing, or Authentication. Choosing the correct category improves approval rates, lowers messaging costs, and maintains delivery quality.

Step 3:Choose the template name and language.

Step 4:Add your message content using dynamic variables like {{1}} and {{2}} for personalization.

Step 5:Add media, CTA buttons, or Quick Reply buttons if required.

Step 6:Submit the template for Meta approval.

Step 7:Once approved, start sending the template through broadcasts, automation flows, campaigns, or the shared team inbox.

Create Templates Faster with AiSensy’s AI WhatsApp Template Generator

AiSensy also offers an AI WhatsApp Template Generator that helps businesses create ready-to-submit WhatsApp templates in seconds.

Simply describe what you want the message to do, choose a tone like Normal, Exciting, Funny, or Poetic, and select whether you want higher clicks or more replies. The AI instantly generates multiple WhatsApp template variations that you can edit, finalise, and submit directly for approval.

WhatsApp Template Message Pricing

Meta charges per delivered message based on the template category. Choosing the correct category can significantly lower your costs.

Pricing Breakdown:

• Marketing (Promotions): ₹1.09
• Utility (Order updates, reminders): ₹0.145
• Authentication (OTPs & verification): ₹0.145
• Service Messages: Free (within the 24-hour support window)

Note: These rates are strictly for India. Pricing varies globally based on country and category, so always check Meta’s official pricing sheet for other regions.

Important Note About Pricing for Other Countries

WhatsApp Business API rates vary depending on:

• Country or region
• Template category
• Message type
• Meta’s latest pricing policies

If you want to check the latest WhatsApp pricing for your country or region, refer to Meta’s official pricing sheet here:

WhatsApp Business API Pricing Sheet

Common WhatsApp Template Rejection Mistakes

Here are some of the most common reasons Meta rejects WhatsApp templates. 

• Adding promotional content inside utility templates
• Using vague variables like {{1}} without context
• Excessive capital letters or spammy wording
• Using URL shorteners
• Misleading claims or fake urgency
• Incorrect template category selection
• Poor grammar and formatting

Avoiding these mistakes improves approval chances significantly.

Also, always follow the proper Meta Guidelines for utility, authentication and marketing templates.

Conclusion

Understanding WhatsApp template message types is one of the most important parts of using the WhatsApp Business API effectively.

Each template category serves a different purpose:

• Utility templates handle transactional communication
• Marketing templates drive promotions and engagement
• Authentication templates secure user verification

Choosing the right category helps businesses:

• reduce messaging costs
• improve approval rates
• stay compliant with Meta policies
• deliver better customer experiences

The businesses getting the best results on WhatsApp are not the ones sending the most messages.

They are the ones sending the right message to the right customer at the right time.

If you are managing your WhatsApp templates on AiSensy, you also have access to a library of 100+ pre-approved templates across industries, a Template Message Library that saves time when getting started, and an analytics dashboard to track how every template performs after sending.

When you are ready to automate everything, AiSensy is built for exactly that.

Start your free trial with AiSensy today.

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