Utility vs Marketing Templates — When to Use Which
Category rules for 2026 — pricing difference, compliance requirements, and misclassification risks.
Misclassified Marketing as Utility risks account flag. Utility templates cost less per message in India but must be genuinely transactional.
How It Works
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Utility = transaction-relatedOrder updates, appointment reminders, payment dues, account alerts.
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Marketing = promotionalSales, offers, re-engagement, product launches — opt-in required.
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Authentication = OTP onlyLogin codes — strictest format, no cross-sell.
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Check 24-hour windowFree-form replies inside session; outside requires approved template.
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Audit monthlyRecategorize templates if Meta updates policy — Q1 2026 enforcement tightened.