how-to-request-meta-when-whatsapp-template-changed-from-utility-to-marketing

Michael William / Reading Time : 2 min read

LAST UPDATED :
August 26, 2025

Are you trying to create a utility template but it automatically changing to marketing template.

Refer the step by step guide :

Step 1 : Login to your Facebook account and open the URL https://business.facebook.com/

Step 2 : Click on the Business Settings

Step 3 : Click on the WhatsApp Accounts & go to WhatsApp Manager

Step 4 : Click on the Manage Templates and here, you can see a notification from Meta about template recategorisation.

Now, Click on the “Review category updates in Business Support Home”

Step 5 : Select the template that you want to review, and click on “Request Review” button

Great, there will be a notification of “Successfully submitted appeal!”.

Simply, wait for few minutes and sync template list on your getgabs dashboard to check the current category of the template.

Best Practices to Create Utility Messages

Utility template guidelines

Utility templates are typically triggered by a user action or request. For a template to be categorized as utility, it needs to meet both criteria below:

Must be non-promotional, not containing any promotional or persuasive intent.
Must ALSO be either specific to or requested by the user (clearly related to their order, account, services or transactions) OR essential or critical to the user (for example, to ensure user safety).

Utility Guidelines

Message Objective: Opt-In Management on WhatsApp

Business Goal	Example Templates
Confirm opt-in to receive messages on WhatsApp as a follow up to opt-in collected via other channels (e.g., website, email) or confirm opt-out.	Thanks for confirming opt-in! You’ll now receive notifications via WhatsApp. Thank you for confirming your opt-out preference. You will no longer receive messages from us on WhatsApp.

Message Objective: Order Management

Business Goal

Example Templates

Confirm, update or cancel an order or transaction with a customer, using specific order or transaction details in the body of your message.

These messages should not promote, recommend, upsell or cross-sell products; include offers; or attempt to secure renewals.

Thank you! Your order {{order_number}} is confirmed. We will let you know once your package is on its way.
Hooray! Your package from order {{order_number}} is on its way. Your tracking number is {{tracking_ID}} and expected delivery date is {{date}}.
Unfortunately, one item from your order {{number}} is backordered. We will follow up with an estimated ship date. If you wish to cancel and receive a refund, please click below.
We have received your item from order {{order_number}}. Your refund for ${{amount}} has been processed. Thank you for your business.

Message Objective: Account Alerts or Updates

Business Goal

Example Templates

Send important or time-sensitive updates or alerts or other information specific to purchased or subscribed products/services.

These messages should not promote, recommend, upsell or cross-sell products; include offers; or attempt to secure renewals.

Daily update for account ending in {{four_digit_number}}: Your available balance is {{amount}}.
Reminder: Your monthly payment for {{service}} will be billed on {{date}} to the {{card}} you have saved on file.
You only have {{number}} minutes remaining in your plan. Remember to top up your account by {{date}} to avoid disruptions.
To finish setting up your {{new_profile}}, you need to upload a {{photo}}. Please click below to upload.
Please note, we have updated our {{Customer_service}} phone number to {{number}}. Please save this and call if we can be of support.

Message Objective: Feedback Surveys

Business Goal

Example Templates

Collect feedback on previous orders, transactions or engagements with customers.

Specificity of the order or interaction to which these relate is necessary. A general/generic survey or request for feedback will not be approved as utility.

We have delivered your order {{order_number}}! Please let us know if there was any issue by reaching out below.
Your feedback ensures we continually {{improve}}. Please click below to share your thoughts on your {{recent visit}} at our {{store}} location. Thank you in advance!
You chatted with us {{online}} recently about order {{order_number}}. How was your experience? Click below to fill out a short survey.

Message Objective: Continue a Conversation on WhatsApp

Business Goal

Example Templates

Send a message to begin an interaction on WhatsApp that began in another channel.

These messages should not be initiated without a user having requested the conversation to be moved to WhatsApp.

Hi! I see you requested support via our {{online_chat}}. I am the virtual assistant on WhatsApp. How can I help
Hi {{name}}, we are following up on your call with customer service on {{issue}}. Your case has progressed to the next step. Please log into your account to continue.

For a utility template to be deemed essential or critical to the user, it must reflect one of the use cases below and must also be non-promotional (not containing any promotional or persuasive intent).

Utility use case		Example utility template that meets definition of ‘essential or critical to the user’
Public safety	Severe weather	There is a {{tornado}} alert in your area. We recommend you remain indoors until {{time}} today.
Public safety	Crisis response	We activated support services for the {{crisis}} in the {{zip code}} area. Live updates on our site, available below.
Public service	Health emergency	The {{city}} has just declared a health emergency due to {{issue}}. We will follow up with more details once available.
	Health awareness	Stay up-to-date with your health. Stop by {{location}} by {{time}} to get your free COVID-19 {{vaccine}}. Bring your {{vaccination_card}} and identification document.
	Voting registration	To vote on {{date}}, please ensure your voter {{registration card}} is active. Please click the URL below to understand steps required to renew, if needed. Please disregard this message if your {{registration card}} will be active.
	Disbursements	Your {{welfare}} disbursement balance is {{amount}}. Kindly note it will expire on {{date}}.
Public disruption	System outages	We have detected a system outage that impacts zip code {{code}}. We expect to restore service by {{time_and_date}}. We apologize for the inconvenience.
Public disruption	Operational disruption	This is to notify you that {{trains}} at our {{location}} station are halted due to {{issue}}. Please avoid the area as we work to rectify.
Account or product protection	Fraud awareness	We have detected an increase in {{ATM fraud}}. To protect your card ending in {{1234}}, please consider updating your PIN. Click below to see the step-by-step.
	Product recalls	The {{product}} you ordered on {{date}} has been recalled. Please click below to let us know how you would like to proceed.
	Warranty alerts	Thank you for your purchase of {{product}}. Your warranty is active as of {{date}}. Our {{product manuals}} are below, for your reference.
Legal/regulatory compliance	Identity compliance	This is to notify you that you need to upgrade to a {{updated_identification_card}} by {{date}}. To avoid any inconveniences when travelling, please ensure you make an appointment at your local {{office}}.
Legal/regulatory compliance	Privacy disclosures	We updated our privacy policy on {{date}}. Please click the button below to learn more.