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Documentation Index

Fetch the complete documentation index at: https://docs.conduit.ai/llms.txt

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WhatsApp message templates must be approved by Meta before use. Choosing the correct category ensures better deliverability and accurate pricing.

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Template categories

Meta requires every template to be assigned one of three categories:

Marketing

Promotions, offers, informational updates, or invitations to engage with your business.

Utility

Specific, agreed-upon transactions, account updates, or alerts (e.g., booking confirmations, order status).

Authentication

One-time passwords (OTPs) used for account verification or multi-factor authentication.

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Category guidelines

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Marketing

Use the Marketing category for messages that promote your business, products, or services, including:
  • Special offers, discounts, or promotions
  • Product announcements or launches
  • Newsletters or informational updates
  • Invitations to events or surveys

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Utility

Use the Utility category for transactional messages sent in response to a user action or an agreed-upon communication, including:
  • Booking or reservation confirmations
  • Order or delivery status updates
  • Account activity alerts (e.g., payment received, subscription renewal)
  • Appointment reminders

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Authentication

Use the Authentication category exclusively for sending one-time passwords or verification codes to users who have explicitly requested them, such as:
  • Login verification codes
  • Password reset OTPs
  • Two-factor authentication codes

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Best practices

  • Choose the right category. Meta may re-categorize templates that do not match the intended use. Mismatched templates may be rejected or charged at a higher rate.
  • Avoid marketing framing in transactional templates. If a template is purely transactional (e.g., a booking confirmation), do not include promotional language. Transactional templates (Utility) typically have lower costs and higher deliverability than Marketing templates.
  • Templates require Meta approval. New templates are reviewed by Meta before they can be used. Approval times vary. Plan ahead when introducing new templates.
  • Keep content compliant. Templates must comply with WhatsApp’s Business Messaging Policy. Content that violates this policy will be rejected.

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Managing templates in Conduit

Once your WhatsApp account is connected, you can sync and manage approved templates from Settings > WhatsApp. Approved templates are available for use in conversations and automated workflows.
Only templates with Approved status in Meta’s template manager are available for sending. Templates pending review or rejected by Meta cannot be used until resolved.