Template categories
Every template belongs to one of three categories. Meta uses the category to decide how to review the template and how much each delivered message costs. You choose it in the Category box when you create a template.
| Category in KiliChat | Use it for | Examples |
|---|---|---|
| Utility: updates people expect | Messages about something the customer already did or asked for | Order received, order shipped, appointment confirmed, fee reminder, report ready |
| Marketing: offers and promotions | Anything that promotes, sells or invites | Festival sale, new product, coupon code, "we miss you", feedback requests |
| Authentication: login codes | One-time passwords (OTPs) for signing in | "Your login code is 482913" |
How do I choose between utility and marketing?
Ask: "Did the customer do something that this message is about?"
- Yes, and there's no selling in it → Utility. For example, "Your order #1042 has shipped."
- No, or it mentions an offer, discount or new product → Marketing. For example, "Your order shipped! Use code NEXT10 for 10% off your next order." The offer makes it marketing.
WARNING
Meta checks the category. If a "utility" template looks promotional, Meta may reject it with INCORRECT_CATEGORY, or approve it but change its category to marketing. Choosing the right category from the start saves time.
Why does the category matter?
- Cost. Meta charges different rates per delivered message for each category. Marketing usually costs the most. See What do broadcasts cost?.
- Delivery. Meta limits how many marketing messages a person receives from all businesses. Some marketing messages may not be delivered for this reason (error 131049). Utility messages aren't affected the same way. See Meta error codes.
- Opt-outs. People are much more likely to block or report you over marketing they didn't want. That lowers your quality rating.
Why can't I change the category?
The Category box is greyed out when you pick Carousel or Limited-time offer at the top of the editor. Meta only allows those as Marketing templates, so KiliChat sets it for you. Switch back to Standard to choose another category.
Can I make authentication (OTP) templates?
You can pick Authentication: login codes, but be aware that Meta has a fixed format for authentication templates: Meta writes the wording and adds its own copy-code or one-tap button. KiliChat's editor builds free-form templates, so Meta may refuse an authentication template made here.
If you need to send login codes on WhatsApp, talk to the KiliChat team on WhatsApp first and we'll help you set it up.
Which category do the ready-made templates use?
Each card in Ready-made shows "Marketing" or "Utility" under its title. You can change the category in the editor before saving, but only do so if your wording really fits the other category. See Ready-made templates.