In this article6
This guide covers what each category distinguishes, how a reviewer reads your template, why a template can be recategorised after approval, and how to write one so it reads in the category you intend — without tricks and without working around anything.
The three categories, and what each distinguishes
| Category | For whom and when | Prior permission |
|---|---|---|
| Utility | Tied to a transaction the customer already has: a confirmation, an update, an appointment reminder, a shipping notice | Not required — the transaction is the context |
| Marketing | Anything that promotes: an offer, a product launch, an invitation to buy, a discount | Required explicitly, before sending |
| Authentication | Verification codes and one-time passwords, and nothing else | Not required — but the use is narrow |
How a reviewer reads your template
The reviewer does not know your intention and cannot see your console. In front of them is the text alone, with its empty variables, its buttons and its header if it has one. So they ask one question: is this message a continuation of something the customer did, or an invitation to something new?
That is the entire dividing line. "Your order is out for delivery" is a continuation. "You have a discount on your next order" is an invitation. And the second sentence inside the first message turns the whole thing into the second.
Why a template is recategorised after approval
Approval is not final. Meta recategorises templates periodically, and what most often drives it is:
- An explicit purchase verb — buy, book now, take advantage — inside a utility template.
- A button leading to an offer page or a basket rather than to the order or the tracking.
- A variable that in practice gets filled with promotional content, even where the text around it is neutral.
- Complaints from recipients about one particular template — a stronger signal than the text itself.
And what is rejected before a category is even reached — wording, variables, links — is gathered in the guide to message templates and why they are rejected.
How to write a template that reads in its category
- 1.Open with what the customer didThe order, the booking, the appointment. Context in the first line settles the reading before anything else.
- 2.Make every variable understandable from its surroundingsThe reviewer sees the gap, not the value, so the text around it should say what fills it.
- 3.Take the offer out of the templateIf an offer is needed, it is a separate marketing template with its own permission — or a free message after the customer replies.
- 4.Point buttons at the order, not at the shopA tracking button supports the category; a "shop now" button contradicts it.
- 5.Review your template categories periodicallyRecategorisation happens after approval, and a periodic check is cheaper than a surprise on the invoice.
Categories and fees
Meta’s fees are counted per template message according to its category, and they are entirely separate from the platform subscription — Meta bills them directly. The full detail of the categories and the messaging windows is in the guide to Meta’s pricing and message categories, and an estimate of your own cost in riyals is in the pricing calculator.
Frequently asked questions
I selected utility and the template was rejected. Why?
Because the text read as promotional. Look for a purchase verb, an offer, or a button leading to a sales page — one of those is enough to shift the whole reading.
Can I appeal a recategorisation?
In practice it is more effective to edit the text so it reads in the category you want than to appeal. An appeal on text carrying a purchase verb rarely succeeds.
Do the categories differ by country?
The definitions are the same, but prices differ from market to market. The pricing calculator shows whichever market you select.
A confirmation message containing the word "offer" — is it classified as marketing?
The word alone is not the rule; the context is. But a real offer inside a confirmation message is exactly what recategorisations are made on, so keeping them separate is safer.
Is authentication always cheaper?
Prices differ by category and by market, and generalising is unsafe. More importantly, authentication is confined to codes — it is not an option you pick to save money.
How long does template approval take?
Review takes its own time and there is no published period; it is often quick. A template written in its correct category passes faster because it raises no question.
