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Marketing template
A WhatsApp template category covering promotional content — offers, product launches, re-engagement. It carries the highest per-message rate and the strictest opt-in expectations.
One term from the WhatsApp Business Platform glossary. Last updated 2026-07-25.
Anything designed to drive a purchase or bring a lapsed customer back belongs in the marketing category: discount announcements, new arrivals, seasonal campaigns, win-back messages. Meta reviews the wording against the declared category at submission.
Because marketing messages generate the most blocks and reports when sent to people who did not ask for them, they carry the greatest quality-rating risk. Opt-in provenance and frequency control matter more here than in any other category.
Related terms
- Message category (Marketing, Utility, Authentication, Service)
- The four buckets Meta sorts WhatsApp conversations into. Marketing, Utility and Authentication are template messages and each carries its own rate; Service messages are free-form replies inside the 24-hour window, free until 1 October 2026 and charged per message after that.
- Utility template
- A WhatsApp template category for transactional updates tied to a specific order, account or appointment — confirmations, shipping updates, reminders. Rates are lower than marketing.
- Opt-in
- The recorded permission a customer gives before a business sends them WhatsApp template messages. Meta requires that you collect it, make clear which business is messaging, and honour opt-outs.
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