Utility Templates

Meta’s category guidelines for WhatsApp utility message templates: the non-promotional requirement, allowed objectives, and essential-or-critical use cases.

Utility templates must be non-promotional, not containing any promotional or persuasive intent. They must also be either:

• specific to or requested by the user — about their order, account, services or transactions — or
• essential or critical to the user (for example, to ensure user safety).

Businesses can only send template messages to users who have subscribed to receive messages from them on WhatsApp.

Message objectives

Opt-in management on WhatsApp

Business goal: confirm opt-in to receive messages on WhatsApp as a follow up to opt-in collected via other channels (e.g. website, email), or confirm opt-out.

Example utility templates:

• Thanks for confirming opt-in! You'll now receive notifications via WhatsApp.
• Thank you for confirming your opt-out preference. You will no longer receive messages from us on WhatsApp.

Order management

Business goal: confirm, update or cancel an order or transaction with a customer, using specific order or transaction details in the body of your message.

These messages should not promote, recommend, upsell or cross-sell products; include offers; or attempt to secure renewals.

Example utility templates:

• Thank you! Your order {{order_number}} is confirmed. We will let you know once your package is on its way.
• Hooray! Your package from order {{order_number}} is on its way. Your tracking number is {{tracking_ID}} and expected delivery date is {{date}}.
• Unfortunately, one item from your order {{number}} is backordered. We will follow up with an estimated ship date. If you wish to cancel and receive a refund, please click below.
• We have received your item from order {{order_number}}. Your refund for ${{amount}} has been processed. Thank you for your business.

Account alerts or updates

Business goal: send important or time-sensitive updates or alerts or other information specific to purchased or subscribed products/services.

These messages should not promote, recommend, upsell or cross-sell products; include offers; or attempt to secure renewals.

Example utility templates:

• Daily update for account ending in {{four_digit_number}}: Your available balance is {{amount}}.
• Reminder: Your monthly payment for {{service}} will be billed on {{date}} to the {{card}} you have saved on file.
• You only have {{number}} minutes remaining in your plan. Remember to top up your account by {{date}} to avoid disruptions.
• To finish setting up your {{new_profile}}, you need to upload a {{photo}}. Please click below to upload.
• Please note, we have updated our {{customer_service}} phone number to {{number}}. Please save this and call if we can be of support.

Feedback surveys

Business goal: collect feedback on previous orders, transactions or engagements with customers.

Specificity of the order or interaction to which these relate is necessary. A general/generic survey or request for feedback will not be approved as utility.

Example utility templates:

• We have delivered your order {{order_number}}! Please let us know if there was any issue by reaching out below.
• Your feedback ensures we continually {{improve}}. Please click below to share your thoughts on your {{recent_visit}} at our {{store}} location. Thank you in advance!
• You chatted with us {{online}} recently about order {{order_number}}. How was your experience? Click below to fill out a short survey.

Continue a conversation on WhatsApp

Business goal: send a message to begin an interaction on WhatsApp that began in another channel.

These messages should not be initiated without a user having requested the conversation to be moved to WhatsApp.

Example utility templates:

• Hi! I see you requested support via our {{online_chat}}. I am the virtual assistant on WhatsApp. How can I help?
• Hi {{name}}, we are following up on your call with customer service on {{issue}}. Your case has progressed to the next step. Please log into your account to continue.

Essential or critical to the user

For a utility template to be deemed essential or critical to the user, it must reflect one of the use cases below and must also be non-promotional (not containing any promotional or persuasive intent).

Public safety

Use case	Example template
Severe weather	There is a {{tornado}} alert in your area. We recommend you remain indoors until {{time}} today.
Crisis response	We activated support services for the {{crisis}} in the {{zip code}} area. Live updates on our site, available below.

Public service

Use case	Example template
Health emergency	The {{city}} has just declared a health emergency due to {{issue}}. We will follow up with more details once available.
Health awareness	Stay up-to-date with your health. Stop by {{location}} by {{time}} to get your free COVID-19 {{vaccine}}. Bring your {{vaccination_card}} and identification document.
Voting registration	To vote on {{date}}, please ensure your voter {{registration card}} is active. Please click the URL below to understand steps required to renew, if needed. Please disregard this message if your {{registration card}} will be active.
Disbursements	Your {{welfare}} disbursement balance is {{amount}}. Kindly note it will expire on {{date}}.

Public disruption

Use case	Example template
System outages	We have detected a system outage that impacts zip code {{code}}. We expect to restore service by {{time_and_date}}. We apologize for the inconvenience.
Operation disruption	This is to notify you that {{trains}} at our {{location}} station are halted due to {{issue}}. Please avoid the area as we work to rectify.

Account or product protection

Use case	Example template
Fraud awareness	We have detected an increase in {{ATM fraud}}. To protect your card ending in {{1234}}, please consider updating your PIN. Click below to see the step-by-step.
Product recalls	The {{product}} you ordered on {{date}} has been recalled. Please click below to let us know how you would like to proceed.
Warranty alerts	Thank you for your purchase of {{product}}. Your warranty is active as of {{date}}. Our {{product manuals}} are below, for your reference.

Legal / regulatory compliance

Use case	Example template
Identity compliance	This is to notify you that you need to upgrade to a {{updated_identification_card}} by {{date}}. To avoid any inconveniences when travelling, please ensure you make an appointment at your local {{office}}.
Privacy disclosures	We updated our privacy policy on {{date}}. Please click the button below to learn more.

Template Library

Effective June 1, 2024, businesses on Cloud API can use approved utility templates from the Template Library.

Examples are illustrative only; templates containing similar content or content including this example text may be categorized differently based on their exact content. Templates that mix utility content with promotional content are categorized as marketing — see Marketing templates.