On the WhatsApp Business API, not all messages are created equal.
Meta distinguishes between four categories, each with its own usage rules and billing method. Here’s what you need to know before building your scenarios on Botnation.
The Four Categories of WhatsApp Business Messages
Service Messages (Service)
These are messages sent in response to a request initiated by the user. As soon as a contact messages you first, a 24-hour conversation window opens. During this time, you can reply freely, without being required to use a template.
Examples: answering a product-related question, handling a complaint, providing real-time support.
GOOD TO KNOW
Once the 24-hour window has expired, you can no longer send a free-form message. You’ll need to use a Meta-approved template to resume the conversation.
Utility Messages (Utility)
These messages are sent at the company’s initiative as part of a transaction already in progress with the user. They must be based on a template approved by Meta.
Examples: order confirmation, shipping notification, appointment reminder, payment notice.
Marketing Messages (Marketing)
These are promotional or re-engagement messages sent to your contacts who have given their consent (opt-in). They also require a template approved by Meta.
Examples: promotional offers, back-in-stock alerts, abandoned cart reminders, new product announcements.
TIP
Meta charges a different rate for marketing messages than for utility messages. Visit our page on WhatsApp conversation pricing to learn more.
Authentication Messages (Authentication)
Used to send one-time verification codes (OTPs) as part of a login or identity verification process. They are based on a specific template provided by Meta.
Examples: two-factor authentication code, account creation verification.
Summary of possible WhatsApp messages:
| Type | Initiated by | Required template | Typical Use |
|---|---|---|---|
| Service | The user | No | Response to a Request |
| Utility | Company | Yes | Transactional Notifications |
| Marketing | Company | Yes | Promotions, Re-engagement |
| Authentication | Company | Yes | OTP Codes |
