Cost Optimization on WhatsApp Business: Choosing the Right Template Category (Marketing, Utility, Auth)

When you create a WhatsApp message template in Maxchat, you must choose one of three categories: Marketing, Utility, or Authentication. This choice affects the review and approval outcome, the conversation type that gets recorded, and ultimately the cost and reliability of your campaigns. This article explains how each category works, what is and is not allowed, and closes with a Maxchat workflow plus concise examples.

Why categories matter

Categories help WhatsApp’s review process and policies understand the intent of your message. If the content does not match the selected category, your template is likely to be rejected. Category choice also influences how the conversation is recorded once the message reaches customers. In short, it is not a mere administrative step. It determines whether your campaign runs on time, stays compliant, and remains cost-efficient.

The three categories and their boundaries

Marketing

Use this for promotions, retention, or announcements that drive commercial action. Discount offers, feature launches with a call to action, or subscription offers belong here. If a message contains operational information but includes any purchase invitation, it is still Marketing.

Brief example: a new feature announcement with a “Try now” link, or a promo code valid until a specific date.

Avoid inside Utility: adding an upsell line within an order status notification. Once there is a promotional element, it is no longer Utility.

Utility

Use this for specific, user-triggered notifications with no promotion. Typical content includes order confirmations, shipping updates, payment reminders, or account updates. The key is direct relevance to a transaction or user request, with specific details such as an order number or due date.

Brief example: “Order #12345 has shipped, ETA Nov 14. Track via the link below.”

Not suitable: adding an upsell like “Want to upgrade to premium?” If you need upsell, create a separate Marketing template.

Authentication

Use this exclusively for one-time passcodes (OTP) for login, signup, or account recovery. Keep messages concise and security-focused. Do not include links, media, or emoji. Codes are typically short (for example, 6 digits) and should include an expiration note.

Brief example: “123456 is your verification code. Do not share. Valid for 15 minutes.”

Consistent writing principles

Regardless of category, Maxchat templates share the same components: name and language, header (optional), body (required), footer (optional), and buttons (optional). Use placeholders like {{1}}, {{2}} for dynamic data. Keep them consistent and clear. If {{1}} is “order number,” ensure the whole team understands it to avoid population mistakes at broadcast time.

Choose components for function, not decoration. Use header text or media only when it improves comprehension. Add buttons when they genuinely help users act, for example “Track Order” (URL), “Need Help” (Quick Reply), or “Call” (Call). For Authentication, buttons are typically unnecessary; focus on the code and the security warning.

Examples of correct template structures

Marketing (feature announcement):

A text header “Feature Update.” The body explains the new feature and its main benefit, ending with a call to try it. A footer invites replies for questions. A URL button “Learn More” points to a relevant page. There are no transactional elements because the intent is clearly promotional.

Header: (Text) Feature Update
Body:
Hi {{1}}, we’ve released a new feature to simplify {{2}}.
Try it now and enjoy a faster experience.
Footer:
Need help? Reply to this message.
Button:
- URL: Learn More ({{3}})

Sample parameters:

{{1}} = Customer name, {{2}} = use case (e.g., order tracking), {{3}} = feature page URL

Utility (shipping status):

A text header “Order Shipped.” The body lists the order number, estimated arrival date, and tracking link. A footer thanks the customer. The URL button “Track Order” opens the tracking system. No discounts or upsell lines are included.

Header: (Text) Order Shipped
Body:
Your order {{1}} has been shipped. Estimated arrival {{2}}.
Track your package at {{3}}.
Footer:
Thank you for your purchase.
Button:
- URL: Track Order ({{3}})
- Quick Reply: Need Help

Sample parameters:

{{1}} = order number, {{2}} = estimated date, {{3}} = tracking URL

Authentication (OTP):

A text header “Verification Code.” The body contains the code, its validity window, and a do-not-share warning. No URLs, emoji, or media. Single purpose: verification.

Header: (Text) Verification Code
Body:
{{1}} is your verification code. Do not share it with anyone.
The code is valid until {{2}}.
Footer:
Your security is our priority.
(Buttons/URLs/emoji not recommended)

Sample parameters:

{{1}} = 6-digit OTP, {{2}} = “15 minutes”

Common mistakes and how to avoid them

The most frequent cause of rejection is a mismatch between category and content. In Utility templates, promotional lines are the usual culprit. The fix is to separate operational and promotional content into different templates. For Authentication, rejections often involve links or overly long formats. Keep it to the code and a brief warning. Vague placeholders, such as {{1}} with no context, also hinder review. Ensure the body provides minimal context such as “Order {{1}}…” so reviewers understand each variable.

Maxchat workflow

In Maxchat, create templates via Broadcast → Template Message → New Template. First, set a descriptive name and language. Second, choose the category that matches your goal. Third, structure components and placeholders clearly. Before submission, preview the template and inject dummy data to check character length, wrapping, and button behavior. Once approved, you can use the template in broadcasts. Start with a small audience segment for test sends, then monitor delivered, read, click, and reply metrics. If performance is weak, revisit message clarity, button placement, and, if necessary, split complex ideas into separate, more focused templates.

Operational recommendations

1. Separate intents: promotions in Marketing, pure operations in Utility, verification in Authentication.
2. Keep language clean: concise, single topic, with easy-to-understand placeholders.
3. Make internal preview and test sends mandatory before large campaigns.
4. Document the meaning of each placeholder so data population stays consistent across the team.

Conclusion

A category is more than a label. It determines whether your template passes review, stays compliant, and performs effectively in campaigns. By respecting each category’s boundaries, writing focused messages, and following Maxchat’s workflow and testing steps, your team can run reliable broadcasts that are easy to maintain over time.

If you require further assistance, please contact the Maxchat support team via WhatsApp.

Need other guides?Visit the Maxchat documentation for comprehensive information on features and usage.