Template Categories in WhatsApp API

Templates are essential for starting new WhatsApp conversations in Convers8. They allow you to reach customers who haven’t messaged you yet or who are outside the 24-hour service window. All templates must first be approved by WhatsApp before they can be used.

To help you choose the right type of template, WhatsApp organizes them into three categories: Marketing, Utility, and Authentication.

These categories determine:

the purpose of your message

the content rules

and the Meta pricing applied

You can explore each category in detail using the tabs below.

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Marketing templates are our most versatile. They enable businesses to accomplish a diverse range of objectives, from building awareness to increasing sales and beyond.

Purpose	Business Objective	Sample Templates
Awareness	Build awareness of your business, products, or services among customers who have opted in to receive messages from your business on WhatsApp.	"Did you know? We installed a new tower in your area so you can enjoy a better network experience. To learn more, visit our site {{1}}." "Diwali is around the corner! Join us at {{1}} on October 24 to celebrate with friends and family. For more details about our event, click {{2}}."
Sales	Distribute general promotional offers to customers related to sales campaigns, discounts or other content designed to increase sales.	"As a thank you for your last order, please enjoy 15% off your next order. Use code LOYAL15 at checkout. Visit our site here {{1}}." "Upgrade to our Premium cabin to enjoy more benefits, like additional legroom and priority boarding. Click {{1}} or log into our app to upgrade."
Retargeting	Promote relevant offers or other call-to-actions to customers who may have browsed your website, utilized your app, or interacted with your products and services.	"Don't miss out on your favorite shows! Re-subscribe now: {{1}}" "You left items in your cart! Don't worry, we saved them for you. Click here to checkout now: {{1}}."
App Promotion	Encourage customers to install or take a specific action with your application.	"In-app only: 20% off this week! Use code SUMMER20 to save on select styles. To download our app, click here: {{1}}." "Thank you for using our app. We noticed you have not used our latest feature, {{1}}. Click here {{2}} to learn more about how this benefits you!"
Build Customer Relationships	Enhance customer relationships through personalized messages or by initiating new conversations.	"{{1}}, did you think we'd forget? No way! Happy birthday! We wish you the best in the year ahead." "As we approach the end of the year, we reflect on what drives us: You. Thank you for being a valued customer. We look forward to continuing to serve you"

Also classified as marketing templates are:

• Templates with combined content (e.g. Both utility and marketing, such as order update with a promotion or offer).
• Templates where contents are ambiguous (e.g., contents are only "{{1}}" or "Congratulations!").