WhatsApp Template Categories: Marketing, Utility, Auth

01 · Glossary

Marketing templates

Promotional content: offers, launches, and announcements. This is the highest-priced category and the most regulated.

• Requires opt-in before sending
• Must include a clear opt-out
• US rate: $0.025 per conversation
• Entry-point conversations from Click to WhatsApp ads bill as marketing by default

02 · Glossary

Utility templates

Transactional and account updates: order confirmations, delivery updates, appointment reminders, account changes.

• No opt-in required for the specific transaction
• Must include an opt-out path in most cases
• US rate: $0.004 per conversation
• The default choice for operational messages

03 · Glossary

Authentication templates

One-time passwords and login codes. The cheapest category.

• No opt-out needed: the user asked for the code
• US rate: $0.004 per conversation
• Use for every OTP and login flow
• Code details should be inside the template body or a secure link

04 · Glossary

Choosing the category correctly

Misclassification is the most common billing mistake.

• An offer is marketing, even if it mentions an order
• An order status update is utility, even if it reads nicely
• A code is authentication, even inside a reminder
• Wutt's template builder sets the category at creation, and the cost calculator shows what each one bills

Last updated 5 August 2026