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.
Category guidelines
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
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
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
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.
Managing templates in Conduit
Once your WhatsApp account is connected, everything to do with templates lives in one place.1
Open your WhatsApp settings
Go to Settings > WhatsApp under Channels. You will see Templates along the top.
2
Open the template manager
Click Manage templates. This lists every template on your account with its current status, so you can see at a glance which ones are approved and ready to send. Select Sync to pull in changes made at Meta.
3
Create a new template
Click Create and fill in your template. Templates created in Conduit are always submitted as Utility. If you need a Marketing or Authentication template, contact Conduit support.
4
Wait for approval
Meta reviews every new template. Once one is approved it shows as Approved in the list, and from that point your team can send it.
If there is no Create button, your number is connected directly to Meta. Create and edit templates in WhatsApp Manager, then select Sync in Conduit.
Messaging guests first
You can start a WhatsApp conversation without waiting for the guest to write in, as long as you send an approved template. Send one from the inbox message box, or from a workflow step to send it automatically (for example, a pre-arrival message a few days before check-in).- 24-hour window. After a guest messages you, you can reply freely for 24 hours. Outside that window, only templates can be sent.
- Daily limit. Meta caps how many new conversations you can start per rolling 24 hours. New numbers start at 250, and the limit rises after Meta Business Verification. See Meta’s messaging limits.
Only templates showing Approved can be sent. Anything still pending review, or rejected by Meta, cannot be used until that is resolved.
Frequently asked questions
When do I need a template, and when can I just write a normal reply?
When do I need a template, and when can I just write a normal reply?
It depends on how long it has been since the guest last messaged you.Within 24 hours of their message, you can reply freely in your own words, and your team can use saved replies too. No template is needed.Once more than 24 hours have passed, WhatsApp requires an approved template to reach that guest. This is a WhatsApp rule rather than a Conduit one, which is why it is worth having a few templates approved before you need them.
Where do I check whether a template is approved?
Where do I check whether a template is approved?
Go to Settings > WhatsApp > Templates and click Manage templates. Each template shows its status, and only those marked Approved can be sent.
How long does approval take?
How long does approval take?
Meta decides this, not Conduit, and the time varies. Submit templates well ahead of when you plan to use them rather than close to the moment you need them.
Why was my template rejected or moved to a different category?
Why was my template rejected or moved to a different category?
Usually because the category did not match the content. Meta may re-categorise a template it considers promotional, which can also mean a higher rate. Keeping transactional templates free of marketing language is the simplest way to avoid this.