Template categories: marketing, utility, and authentication

Meta requires every template to be classified into one of three categories. The category affects pricing, approval criteria, and delivery behavior.

Marketing

Promotions, product announcements, and re-engagement messages. These have the highest per-conversation cost but allow the widest content flexibility.

Utility

Transactional updates: order confirmations, shipping notifications, appointment reminders. Lower cost than marketing. Content must be directly related to a prior customer action.

Authentication

OTP and verification codes only. Lowest cost. Strict format with no custom body text allowed.