Why did Meta change my utility template to marketing?
Updated 30 September 2026
Meta judged the wording to be marketing: a promo, a generic survey or unclear text is enough. Marketing also costs more: ₹0.8631 against ₹0.115 for a utility message in India.
- Utility must be free of promotion and about the customer's own order, account or transaction. Failing either test makes it marketing.
- Mixed content counts as marketing: an order update with a promo, or a feedback survey with an offer. So does text that is only “Congratulations!”.
- Since 9 April 2025, a template you submit as utility that Meta judges to be marketing is approved as marketing.
- Approved templates are re-checked. Meta gives one day's notice by email and webhook before moving one, unless you were warned for misuse.
- You can request a review up to 60 days after the change. Each send is charged at the category applied at that moment.
Keep order updates and offers separate
Menuthere sends automatic order-status updates on WhatsApp and submits their templates to Meta for you. Offers go out on their own as broadcasts and comeback messages.
Which category does Meta give?
| Message | Category |
|---|---|
| Order confirmed, on its way, or refunded | Utility |
| Feedback request about one specific order | Utility |
| Order update with a promo added | Marketing |
| Feedback request with an offer | Marketing |
| “You left items in your cart” reminder | Marketing |
| Only “Congratulations!” or a bare variable | Marketing |
Next questions
Sources (2)
- Template categorization, Meta for Developers, updated 15 September 2026
- Pricing on the WhatsApp Business Platform, Meta for Developers, updated 28 September 2026