WhatsApp message template types: utility, authentication, marketing-Chat App Message Service(Chat App)-阿里云帮助中心

Starting June 1, 2023, WhatsApp adopted a new template classification system. WhatsApp message templates fall into three categories: utility, authentication, and marketing.

Utility templates

Utility templates relate to specific concluded transactions. They confirm, terminate, or modify a transaction or subscription.

Important

Any templates that mix utility and marketing content will be classified as marketing templates.

Scenario	Example
Confirming or terminating transactions	Your order with order number 55770908 has been confirmed. Your order has been canceled; the refund will be processed back to your original payment method within 3 business days.
Modifying or updating transactions	Your order has been shipped and is expected to arrive by this Friday. The performance you purchased starts at 3 PM today. Your personal information has been updated.
Account, billing, or payment notifications	Payment successful / Your payment failed, please try again. Details of your monthly statement have been sent. The account ending in 'XXXX' has insufficient funds, please recharge promptly.

Note

These examples are illustrative only. WhatsApp determines the actual classification and may categorize templates with similar content or the exact text from the examples differently based on their precise content.

Authentication templates

Important

Starting May 29, 2023, authentication templates must meet the following requirements.

Authentication templates let businesses verify users through one-time passwords (OTPs).

Authentication templates are the most restrictive type. Businesses must use WhatsApp-predefined templates, which may include optional security disclaimers and expiration warnings. Each template must include an OTP button for copying the code or enabling auto-fill.

Authentication templates do not allow URLs, media, or emojis in their content or parameters. Parameters have a 15-character limit.

Scenario	Example
Sending verification codes	{{1}} is your verification code. {{1}} is your verification code. Do keep this code confidential for security purposes. {{1}} is your verification code. This code will expire in 15 minutes.

Marketing templates

Marketing templates are the most flexible type. They are not tied to specific completed transactions and may relate to the business or its products and services. They can cover promotional offers, welcome or farewell messages, dynamic updates, invitations or recommendations, or responses to inquiries or completion of new transactions.

Important

Any templates that mix utility and marketing content will be classified as marketing templates.

Scenario	Example
Promotional offers	Thanks for your order! Use the code: SAVE20 to get a 20% discount on your next purchase! Your balance is low; please tap here to recharge! Use the code: EXTRA10 to receive a 10% bonus.
Welcome messages or farewells	Hello, welcome to our WhatsApp page! Thank you, we hope you have a wonderful day.
Updates, invitations, newsletters, or recommendations	Our store has moved to a new location, welcome to visit us! According to the holiday schedule, we will be closed next Monday. Here are this month's coupons, happy shopping!
Responses to inquiries or completion of new transactions	Thank you for your order. We would greatly appreciate it if you could provide feedback. Please tap here. Your application is awaiting completion, please tap here. You missed your recent appointment, please tap here to reschedule.

Note