WhatsApp Marketing vs Utility messages

When creating a new WhatsApp message design, you'll be asked to choose a message type: Marketing or Utility. Choosing the right one is important as it affects how Meta reviews your design, how much it costs per conversation, and whether it gets approved at all. 

What is a Marketing Message? 

Marketing templates are designed for promotional use. Their content includes offers, announcements, and other messages intended to encourage users to take action. The tone is persuasive, focused on driving engagement. 

For government organisations, marketing messages are best used for awareness and engagement campaigns, situations where you're proactively reaching out to inform or encourage citizens to act, rather than responding to something they've already done. 

Examples for government clients: 

• Announcing a new public consultation or community engagement event 

• Publicising a new local service or initiative 

• Promoting an upcoming local event 

What is a Utility Message? 

Utility templates are designed for essential business communications, providing users with important updates. They are used for transactional or informational purposes, and the tone is neutral, informative, and straightforward with no promotional intent. 

Utility templates are used to send transactional or service-related messages that customers expect as part of an ongoing interaction. These messages support an existing process and provide important information relevant to a pre-existing purchase or task. 

For government organisations, utility messages are best used for operational and service-related communications, where a citizen has already initiated or is expecting contact from you. 

Examples for government clients: 

• Confirming receipt of a planning application or form submission 

• Sending appointment reminders for housing, benefits, or licensing appointments 

• Notifying a resident that their case status has been updated 

• Alerting someone that a document or payment is required 

• Informing a resident their request has been approved or declined 

• Alerting a resident their garden waste bin subscription is up for renewal 

Key differences at a glance 

Purpose 

Marketing: Awareness, campaigns, engagement 

Utility: Transactional, operational updates 

Tone 

Marketing: Persuasive, action-oriented 

Utility: Neutral, informative 

Triggered by 

Marketing: Your organisation proactively reaching out 

Utility: A citizen action or existing process 

Cost 

Marketing: Higher credit cost (5.0p per conversation) 

Utility: Lower credit cost (2.0p per conversation) 

Examples 

Marketing: Event announcements, scheme promotions 

Utility: Appointment reminders, case updates 

How to choose the right type 

A good rule of thumb: if the message is in response to something a citizen has done, it's likely a utility message. If you're proactively reaching out to inform or engage, it's likely a marketing message. 

Important: Templates containing any promotional language, such as discounts, special offers, or sales-focused calls to action, will typically be classified as Marketing by Meta, even if the message also includes transactional or service-related information. Keep utility templates strictly to operational information. 

Each template must have one clear, singular purpose. Mixing two intents in a single message risks rejection. 

Where to select your design type 

When creating a new design in e-shot, under the "Select design type" section, you'll see two tabs, Marketing and Utility. Choose the one that best matches your intended communication before building your design. 

For details on how to create a WhatsApp design, see our dedicated article here.