Utility messages
Utility messages are the WhatsApp template category reserved for transactional communications tied to an existing action or agreement with the user: order confirmations, shipping updates, appointment reminders, payment notices. They must contain no promotional content. They are priced lower than marketing templates, and from July 1, 2025 to September 30, 2026 Meta did not charge for them when sent within an open customer service window; from October 1, 2026 they are charged there too.
The utility category covers the life cycle of a transaction: order received, payment confirmed, shipment on its way, appointment scheduled, document available. The template must stay strictly informational: a single promotional line, such as a discount or a purchase prompt, is enough for Meta to reclassify it as marketing with the corresponding rate. Variables let you insert order numbers, dates, amounts and personalized tracking links for each recipient.
On the cost side, utility is among the cheapest categories in Meta's price list and costs little: €0.0248 per message in Italy under Meta's rate card of July 1, 2026. Until September 30, 2026, utility templates sent while the 24-hour window was open were not billed; from October 1, 2026 they are charged there too. For an e-commerce business, post-purchase notifications still travel on WhatsApp for a few cents each, with far higher visibility than email.
SendApp sends utility messages via SendApp Agent at Meta rates with no markups and builds them into automations, such as appointment reminders and order notifications.
Frequently asked questions
From theory to practice
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