Template Categories

The WhatsApp Business API supports several message categories, each designed for specific business communication needs. The main categories relevant to your query are marketing, utility, and authentication.

1. Marketing Templates

Marketing templates are used to promote products, services, campaigns, and customer engagement activities. These templates help businesses reach customers with offers, announcements, and promotional content.

Custom

Custom marketing templates allow businesses to send personalized promotional messages using text, media, variables, and CTA buttons. These are commonly used for discounts, campaigns, and customer outreach.

Carousel

Carousel templates display multiple products or offers in a single swipeable message. Each card can contain its own image, description, and action button for a more interactive experience.

Flows

Flow templates help businesses create guided customer journeys directly inside WhatsApp. They are useful for lead collection, appointment booking, surveys, and interactive forms.

Catalogues

Catalogue templates allow businesses to share products directly from their WhatsApp catalogue. Customers can browse products and explore offerings without leaving the chat.

2. Utility Templates

Utility templates are used for transactional and service-related communication. These messages are typically sent after a customer action, purchase, or service request.

Custom

Custom utility templates are commonly used for order confirmations, payment reminders, shipping updates, and appointment notifications. They provide important information related to customer activity.

Flows

Flow utility templates combine updates with interactive actions inside WhatsApp. Customers can complete tasks like rescheduling appointments, submitting feedback, or confirming requests directly from the chat.

3. Authentication Templates

Authentication templates are designed for secure user verification and login processes. These templates are strictly used for authentication-related communication.

OTP

OTP templates are used to send one-time passwords for account verification and secure login. These messages are time-sensitive and follow WhatsApp authentication guidelines.