​In our last series of articles, (Read it HERE) we delved into the Utility, Marketing, and Authentication Templates on WhatsApp API, giving you a primer on how to kickstart your messaging strategy. Building on that foundation, this article serves as a comprehensive guide, shedding light on the broader spectrum of WhatsApp API Messaging Template Categorization. We'll navigate through the nuanced world of templates, discussing everything you need to ensure your messages hit the mark every time. Whether you're a seasoned marketer looking to refine your approach or new to the scene, this article will equip you with the insights needed for masterful message crafting on the WhatsApp API platform.

In February 2023, WhatsApp API made things simpler by organizing all message templates into just four categories: Marketing, Utility, Authentication, and Service.

Here’s a quick breakdown:

• Marketing – Send promotional offers, product announcements, and more to increase awareness and engagement.
• Utility – Send account updates, order updates, alerts, and more to share important information.
• Authentication – Send codes that allow your customers to securely access their accounts.
• Service - All user-initiated conversations which help customers resolve inquiries will be categorized as service conversations.

Without further ado, let’s get started by understanding what are the content types businesses can send in WhatsApp Business API

What Are the Content Types Businesses Can Send in WhatsApp Business API

WhatsApp Business API does more than send messages — it lets you and your customers share a whole world of content. You're not just limited to text; you can send pictures, documents, videos, and audio messages, all with quick call-to-action buttons to take immediate action.

Now, with a good grasp of the variety of content types you can send via WhatsApp API, let's move on to understand what we mean by a "conversation" in the WhatsApp Business API and why it's key to growing your business.

What is a Conversation in WhatsApp API?

A conversation is a chat session window either initiated by a business or a customer. Businesses and customers can exchange an unlimited number of messages, including template messages, within a 24-hour conversation session window without incurring any additional charges.

Types of Conversation

There are two types of conversation windows in WhatsApp API:

1. Business-Initiated Conversations
2. User-Initiated Conversations

These conversation types are further categorized into different groups. They are:

Business-Initiated Conversations

1. Utility Conversations

2. Authentication Conversations

3. Marketing Conversations

User-Initiated Conversations

1. Service Conversations

Here’s a quick breakdown:

• Marketing – Send promotional offers, product announcements, and more to increase awareness and engagement.
• Utility – Send account updates, order updates, alerts, and more to share important information.
• Authentication – Send codes that allow your customers to securely access their accounts.
• Service - All user-initiated conversations which help customers resolve inquiries will be categorized as service conversations.

In February 2023, WhatsApp made things simpler by organizing all message templates into just four categories: Marketing, Utility, Authentication, and Service. let's now start breaking them up one by one in detail:

Business-Initiated Conversation

If a business sends the first message, the conversation is initiated immediately and is valid for 24 hours from the message sent time. 

The Business-initiated Conversation (BIC) is further categorised into 3 groups. Let's talk about them in detail:

Authentication Message Templates

Authentication templates enable businesses to authenticate users with one-time passcodes, potentially at multiple steps in the login process. Activities such as account verification, account recovery, and integrity challenges would fall under authentication conversations.

It's essential to note that authentication templates are the most restricted among the template categories. To classify a template as authentication, a business must adhere to the following conditions:

• Utilize WhatsApp’s predefined authentication message templates, which can incorporate optional elements like security disclaimers and warnings about expiry.

• Configure a one-time password button (options include copy-code or one-tap).

• Abide by content restrictions: URLs, media, and emojis are not permissible within authentication template content or parameters. Furthermore, parameter content is subject to a length restriction of 15 characters.

Note: Examples are illustrative only, templates containing similar content or content including this example text may be categorized differently based on their exact content.

Cost of Authentication Conversations in India

Pay a one-time messaging cost of INR 34 paisa [$ 0.0042 / 0.0033 Sterling Pound / 0.00385 Euro] if a business sends the first message. The conversation is initiated immediately and is valid for 24 hours from the message sent time.

WhatsApp Business API Conversation Cost Explained (A 2024 Exclusive Guide)

Utility Message Templates

Utility templates are pre-approved message templates that are specifically designed to relate to an agreed-upon transaction. Their primary role is to confirm, suspend, or change a particular transaction or subscription. These templates are pre-approved and are functional in nature, focusing more on operational aspects rather than promotional content.

For example, updates to customers about an ongoing transaction, post-purchase notifications, or recurring billing statements fall under this category.

Remember, if a template combines elements of both marketing and utility, it will be categorized as a marketing template.

Now, let's look at some examples of messages that align with the utility template category:

Note: Examples are illustrative only, templates containing similar content or content including this example text may be categorized differently based on their exact content.

Cost of Utility Conversations in India

Pay a one-time messaging cost of INR 34 paisa [$ 0.0042 / 0.0033 Sterling Pound / 0.00385 Euro] if a business sends the first message. The conversation is initiated immediately and is valid for 24 hours from the message sent time.​

​  Meta's WhatsApp Business API Conversation-Based Pricing Changes: June 2023 Update​

Marketing Message Templates

Marketing templates stand out for their flexibility. Unlike other templates, they aren’t tied to a specific, agreed-upon transaction but instead connect to a broader scope, involving the business and/or its products/services. This includes things like promotions or special offers; welcoming / closing messages; updates, invites, or suggestions; or calls to complete a new transaction or give a response.

Here's a key point: if a template blends utility and marketing content together, it'll be labelled as a marketing template. Essentially, any conversation that doesn't qualify as a utility or authentication conversation is labelled a marketing conversation.

Let’s dive into some examples to illustrate messages that would be categorized under the marketing templates category: