GlossaryUpdated 20 September 2026 · also: utility message, transactional template
Utility template
Definition
A utility template is a WhatsApp message about something the customer already asked for or bought — an order confirmation, a delivery update, an appointment reminder, a payment receipt. It is the cheapest business-initiated category (₹0.115 per message in India) and Meta reclassifies it as marketing if the wording promotes anything.
On this page
What passes as utility
- Confirming, changing or cancelling something the customer requested.
- The status of an order, a delivery, a booking or a ticket.
- A reminder for an appointment the customer made.
- A receipt, an invoice, a payment due.
What does not
Anything with an offer, a discount, a 'you might also like', or a call to buy. One promotional sentence makes the whole template marketing, at the marketing rate.
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Nearby terms
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