Message categories
WhatsApp Conversation Categories
WhatsApp Business Platform bills outbound conversations in four categories: Marketing (promos), Utility (order and account updates), Authentication (OTP), and Service (replies inside a customer-initiated window). Ominiflow submits templates, tracks quality, and passes Meta fees at cost.
Pick the right category for every send so customers get useful messages, templates get approved, and you do not overpay on promotional rates for transactional traffic.
Official message categories
Typical utility read rates
BSP markup on Meta fees
What are WhatsApp conversation categories?
WhatsApp Business Platform bills outbound conversations in four categories: Marketing (promos), Utility (order and account updates), Authentication (OTP), and Service (replies inside a customer-initiated window). Ominiflow submits templates, tracks quality, and passes Meta fees at cost.
Pick marketing for opted-in promotions, utility for order and account updates, authentication for OTPs, and service for replies after the customer writes in. Mixing categories — for example stuffing a discount into an “order shipped” template — is how approvals fail and quality rating drops. Ominiflow submits the right template type, maps Shopify and CRM events, and passes Meta fees at cost.
Last updated: August 2026
Explore message categories
Message categories
Marketing messages
Nurture relationships from first opt-in to repeat purchase. Drive interest, conversion, and re-engagement with promotional WhatsApp marketing messages that customers actually open.
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Message categories
Utility messages
During and after purchase, utility messages keep customers informed with time-sensitive updates. Fewer “where is my order?” calls, fewer missed deliveries, and a thread they already trust.
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Message categories
Authentication messages
Authenticate customers quickly and safely with one-time passcodes on WhatsApp — a convenient, highly visible channel with native copy-code and one-tap buttons.
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Message categories
Customer service messages
Respond promptly to user-initiated queries with your own chatbot and managed live chat. Personalized service on WhatsApp builds relationships and cuts the cost of phone and email queues.
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How to choose a category
Customer started the chat? Reply in the service window. No marketing template needed until the window closes.
They already ordered or booked? Utility — status, tracking, reminders tied to that event.
You need a one-time code? Authentication — OTP templates only, then use the WhatsApp OTP API.
You want to sell or win back? Marketing — documented opt-in, approved Marketing template, watch quality rating.
Frequently Asked Questions
What are WhatsApp conversation categories?
WhatsApp Business Platform bills outbound conversations in four categories: Marketing (promos), Utility (order and account updates), Authentication (OTP), and Service (replies inside a customer-initiated window). Ominiflow submits templates, tracks quality, and passes Meta fees at cost.
Which category should I use for order updates?
Utility — confirmations, shipping, delays, and cancellations tied to an order the customer already placed. Do not put discount codes in utility templates.
Which category should I use for offers and launches?
Marketing — only to customers with documented marketing opt-in. Use approved Marketing templates.
Are service messages free?
Replies inside a customer-initiated window are typically the service category and often have no Meta per-conversation charge. After the window, you need a template in the right category to write first again.
How does Ominiflow bill these categories?
Meta conversation fees are passed at published rates with no BSP markup. You also pay an Ominiflow platform plan. See pricing for current plans.
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