When creating a template, you must select its category. This determines:

• the cost of sending the message;
• moderation rules (what you can or cannot include).

Each template category has its own requirements. If Facebook decides your message fits another category, it will automatically reassign it there.

When checking your template's status, watch the selected category. That way you'll know exactly how much it costs to use.

The names of template categories in the Wazzup interface may differ from those used by Meta.

For example, Wazzup's "Notifications, Reminders, Customer Questions" corresponds to Meta's "Utility". The essence and rules are the same — only phrasing differs.

Let's figure out what the template should be in each category.

General template limits

1. You can add up to 1024 characters to Marketing and Utility templates. If the template contains variables, the limit becomes larger.

2. You may use up to 10 emojis per template message. Exceeding this will result in rejection.

3. Marketing templates longer than 5 lines will be truncated; the user will see a "Read more" link.

Marketing

This category is for promotional content:

1. Promotions, discounts, product launches, personalized suggestions, brand news.

2. Company info, such as address or contact details.

3. Any prompts or buttons encouraging action ("Rate us," "Learn more," "Call now," etc.). Even without overt advertising, if the message prompts action, Meta will categorize it as Marketing.

¯\_(ツ)_/¯

Sample templates:

• "Hi {contactName}! You recently purchased {phoneModel}. We're offering 20% off on cases and accessories this month!"
• "Thanks for your visit! Rate the technician from 1 to 10 — reply with just the number."

Marketing message limits

WhatsApp limits the number of marketing templates a user can receive from different businesses. This is a spam protection measure.

There are no exact limits — they are individual. For example, you may be able to send several templates to one customer, but only one to another.

The restrictions depend on user behavior: how often they respond to messages from businesses, how much they chat with friends, and so on. WhatsApp does not disclose all the factors.

If a template is not delivered due to these limits, it will remain in the chat with an error, and the customer will not receive the message.

Utility

In the section "Message templates" → "WABA templates" → "Category: Alerts, reminders, questions for customers".

Used for no-promo, work-related messages sent in response to customer actions:

• Order status updates.
• Appointment or delivery reminders.
• Payment confirmations.
• Booking details, etc.
• Any time-sensitive info that customers expect.

Templates may include PDFs, images, or documents if they actually help the customer (e.g., receipts, maps, guides).

And remember, no call to action. Therefore, templates that contain marketing elements, such as discounts or promotions, are categorized as Marketing.

Even if a template does not have a direct call to action, this does not guarantee that it will remain in the Services category. Meta may reclassify a template as marketing if the message mixes multiple meanings, such as a notification and an advertisement in one text, or if the content itself appears vague and unclear.

Approved Utility templates

• "Your order #123 is ready for pickup today between 12:00 and 18:00."
• "Reminder: Your appointment is scheduled for June 25 at 11:00 at 5 Primer Street."
• "Payment of 1,200 ₽ has been processed. Thank you!"
• "Delivery tomorrow from 10:00 to 13:00. Courier: +7 (900) 123‑45‑67."
• "Alert: Severe weather expected in your area. Best to stay indoors."

Let's look at more examples to prevent Meta from blocking your templates.