Utility message templates allow you to send transactional or account-related messages to customers through the WhatsApp Business Platform.
Unlike Marketing templates, Utility templates are intended to help customers complete or stay informed about an existing transaction, service, or account activity. They are not designed to promote products or encourage purchases.
This article explains:
- When to use Utility message templates
- Common use cases
- Meta’s recommendations for Utility templates
- Best practices for improving approval and customer experience
Note: This article focuses on when and how to use Utility message templates. For instructions on creating and managing templates in SleekFlow, see Creating and managing WhatsApp message templates in WhatsApp Template Manager.
What is a Utility message template?
Use a Utility message template when the primary purpose of your message is to help customers complete, confirm, or stay informed about an existing transaction, service, or account.
Utility templates provide information that customers expect to receive as part of an ongoing interaction with your business.
Common use cases include:
- Order confirmations
- Shipping and delivery updates
- Appointment reminders
- Booking confirmations
- Payment confirmations
- Invoice or receipt notifications
- Subscription renewal reminders
- Account or service updates
If the primary purpose of your message is to advertise products, services, or special offers, use a Marketing message template instead.
When should I use a Utility message template?
Use a Utility template when your message:
- Confirms an action initiated by the customer
- Provides updates about an existing order or booking
- Shares account or billing information
- Reminds customers about an upcoming appointment or renewal
- Supports an ongoing customer request or service
The message should provide useful information related to an existing customer interaction rather than encouraging new purchases.
Example Utility message templates
Use case |
Example |
Order confirmation |
Thanks for your order! Your order #12345 has been confirmed and is being prepared. |
Shipping update |
Your order #12345 has been shipped. Track your delivery using the link below. |
Appointment reminder |
This is a reminder that you have an appointment with us on 15 July at 2:00 PM. |
Payment confirmation |
We’ve received your payment of $120.00. Thank you for your purchase. |
Subscription renewal |
Your subscription will renew on 1 August. No action is required unless you’d like to make changes. |
Create a Utility template
To create a Utility template:
- Open WhatsApp Template Manager.
- Create a new template.
- Select Utility as the template category.
- Configure the template content based on the transactional or account-related message you want to send.
- Submit the template for Meta’s review.
For detailed instructions on creating and submitting templates, see Creating and managing WhatsApp message templates in WhatsApp Template Manager.
Tip: Use the Utility category only for transactional or account-related messages, such as order confirmations, shipping updates, appointment reminders, or payment notifications. If your message primarily promotes products, services, or special offers, use the Marketing category instead.
Best practices for Utility message templates
Following Meta’s recommendations helps improve customer experience and increases the likelihood of your template being approved.
Choose the correct template category
Select Utility only when the message provides transactional or service-related information.
Examples include:
- Order and shipping updates
- Appointment confirmations
- Billing notifications
- Service status updates
If your primary goal is to promote a product, campaign, or special offer, choose the Marketing category instead.
Tip: Using the wrong template category may delay approval or result in Meta rejecting or reclassifying your template.
Keep the message focused on the transaction
Utility messages should clearly explain:
- What happened
- Which transaction or service the message relates to
- Whether the customer needs to take any action
Avoid adding promotional content that isn’t directly related to the transaction.
For example:
✅ Good: Your order #12345 has been shipped and is expected to arrive on 15 July.
❌ Avoid: Your order has shipped! While you’re here, enjoy 30% off your next purchase this weekend!
Personalize messages with variables
Use variables to include customer-specific information, such as:
- Customer name
- Order number
- Tracking number
- Appointment date and time
- Invoice number
Provide realistic sample values when submitting your template so Meta can understand how each variable will be used.
Include relevant call-to-action buttons
Only include buttons that help customers complete the related task.
Examples include:
- Track order
- View invoice
- Manage booking
- Contact support
Avoid adding promotional buttons that encourage unrelated purchases.
Improve your chances of approval
Before submitting your template, check that:
- The selected template category matches the purpose of the message.
- The message focuses on a specific transaction, service, or account update.
- Variables are used appropriately and include sample values.
- Sample media and URLs are valid, if required.
- The message complies with Meta’s WhatsApp Business Messaging Policy.
Common reasons Utility templates are rejected
Meta may reject a Utility template if:
- The selected category doesn’t match the purpose of the message.
- The message contains promotional content unrelated to the transaction or service.
- Variables are formatted incorrectly or placed at the beginning or end of the message.
- Sample values, media, or URLs are missing or invalid.
- The message violates WhatsApp Business Messaging Policy.
If your template is rejected, review the rejection reason in WhatsApp Template Manager, update the template as needed, and submit a new version for review.