WhatsApp Template Re-Categorization Updates: What You Need to Know

meta is making updates to how templates are categorized on the whatsapp platform to ensure that messages are more accurately classified and managed this change is part of our ongoing efforts to improve messaging experiences here’s a quick guide to the new template categorization guidelines what are template categories? template categories define the type of message a template represents each category has specific guidelines to ensure templates are used appropriately and effectively template categories overview marketing templates objective engage customers through promotional content examples awareness inform about new products or events e g , “did you know? we’ve opened a new location near you! learn more here {{​1}} ” sales offer discounts or special promotions e g , “enjoy 20% off your next purchase with code save20 shop now {{​1}} ” retargeting re engage with customers who showed interest e g , “you left items in your cart! complete your purchase here {{​1}} ” app promotion encourage app installs or feature use e g , “download our app to get exclusive deals! click here {{​1}} ” build customer relationships personalized messages to strengthen ties e g , “happy birthday, {{​1}}! enjoy a special discount on us ” utility templates objective provide important updates or manage transactions examples order management confirm or update orders e g , “your order {{​1}} is confirmed track your delivery here {{​2}} ” account alerts notify about account updates or issues e g , “reminder your payment for subscription {{​1}} is due on {{​2}} ” feedback surveys collect feedback on services or products e g , “how was your recent purchase? share your feedback here {{​1}} ” authentication templates objective authenticate users with one time passcodes examples authentication code e g , “{{​1}} is your verification code please use it to complete your login ” important changes starting april 1, 2025 starting march 17, 2025, whatsapp is introducing stricter enforcement of their template categorization guidelines these changes will be rolled out globally by april 1, 2025 if whatsapp detects that your business is misusing the system (for example, categorizing marketing templates as utility templates), the following actions will be taken rejection of all approved utility templates temporary suspension (7 days) of category reviews for these templates temporary suspension (7 days) of the ability to create new utility templates in cases where misuse continues, these restrictions may be extended to up to 30 days how can you avoid these restrictions? to avoid any disruptions, please ensure that you are categorizing your templates correctly according to whatsapp’s guidelines if you have any approved utility templates that should be categorized as marketing, we recommend updating them before the effective change you may create new marketing templates as needed it’s important to note that these policy changes are being managed and enforced entirely by meta (whatsapp), and exotel will have no control over the enforcement or outcomes related to this policy we are here to assist with any questions you may have, but decision making lies with meta for your reference, whatsapp has updated its developer documentation to reflect these new changes, and we strongly encourage you to review these resources to ensure compliance template categorization guidelines updated to reflect the new restrictions marketing vs utility templates explained learn how whatsapp defines and categorizes templates if you believe there has been a mistake or wish to submit an appeal, you can do so through the meta business support portal important changes starting june 1, 2024 to ensure all templates are correctly categorized, a recurring process will be implemented automatic updates starting june 1, 2024, meta will automatically identify and update the categories of any marketing or utility templates that have been miscategorized according to the guidelines every month this will be a recurring activity status note this process does not apply to templates with a pending or pending deletion status, and templates with an approved status will remain approved even if their category changes what to expect monthly notifications on the first day of each month, you will be notified about any miscategorized templates that will be updated on the first day of the following month email notification an email will be sent to those with full control of the whatsapp business account (waba) containing a link to the whatsapp manager > message templates > manage templates panel templates due for an update will have an "information" icon showing the new category and update date make sure that you and your team are added as an admin to the waba to receive these notifications whatsapp manager banner a banner will display a link to a downloadable csv with details of the affected templates business support list a list will show the current and new categories of the templates on update day on the first day of the following month, the categories of these templates will be updated to align with our guidelines follow up email an email will highlight the number of updated templates, with links to the whatsapp manager and business support, listing the updated categories what to do when you receive a category change notice when you receive a notice that a template’s category is set to change, you can create new templates if needed, create new templates and submit them for approval request a review of the category you can request a review when you receive the notice, and even after that template’s category is updated if the review is approved, the template’s category will no longer be updated as previously notified if the review is rejected, template’s category will be updated as previously notified requesting a review if you believe the category we have determined is not consistent with our template category guidelines, you may request a review of the template via business support (it is not possible to do this via the api) request a review of the affected templates in the sidebar of whatsapp manager, select the message templates dropdown, and then message templates you should see a rejection banner with the template in question click go to business support click template category updates, select the templates you would like reviewed, and then click the request review button to begin the review process how to view templates submitted for review in the business support sidebar, click the template category updates, and then the in review tab how to view template category decisions if the template category change is not approved the template can be viewed in business support under the template category updates > unchanged tab the template’s category will change to the correct category during an automatic category update if the template category change is approved the template can be viewed in business support under the template category updates > reversed tab if the template category was already changed during the automatic category update, it will be reverted to its previous category there are a few more updates to the template policies from meta feel free to check them and read more about them new marketing message limits policy change pause templates based on read rates with exotel’s solutions, you can effectively manage these updates and continue to build meaningful connections with your audience