Definition
A utility template is a non-promotional WhatsApp message template that follows up on a specific user action or request, such as an order confirmation, shipping update, appointment reminder or account alert.
Meta's rule is that a utility template must be non-promotional and either specific to, or requested by, the user, or essential and critical to them (for example, a safety alert). Feedback surveys qualify only when they relate to a specific earlier order or interaction.
If a utility template contains any promotion or upsell, Meta classes it as marketing. Meta re-checks approved utility templates and moves misclassified ones to marketing, and businesses that repeatedly mislabel templates can have utility messaging rate-limited or suspended.
Pricing: utility messages are charged per delivery, typically at a lower rate than marketing, with volume tiers. Meta made utility templates sent inside an open customer service window free from July 2025. According to its pricing documentation, utility messages sent inside the window have been chargeable again since 1 October 2026, so confirm the current rule in Meta's rate card.
Good utility templates are short, specific and use variables for the order number, date or amount, with buttons such as Track order or Manage booking.
Example
"Your appointment at {{1}} is confirmed for {{2}} at {{3}}. Reply 1 to confirm or 2 to reschedule."