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 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 review is approved, the template’s category will no longer be updated as previously notified.
If 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 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:
With Exotel’s solutions, you can effectively manage these updates and continue to build meaningful connections with your audience.