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Introduction

Message templates in the WhatsApp Business API have different categories, and pricing varies according to classification. Marketing messages are more expensive than utility messages, so it’s essential to optimize wording to ensure templates are approved as utility. According to Meta, utility messages must be linked to previous user interactions and have a transactional character. This guide provides strategies, keywords, and examples for structuring messages that meet these criteria, reducing costs without compromising communication with customers.

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General Guidelines for Utility Classification

  1. Based on a previous user action:
    • Reference a past event, such as a purchase, scheduled appointment, or support request.
    • Avoid generic or promotional messages without previous context.
  2. Maintain an informative and transactional tone:
    • Prioritize the purpose of updates, notifications, or follow-ups.
    • Avoid messages with a strong commercial or persuasive focus.
  3. Avoid promotional terms and direct offers:
    • Words like “discount”, “promotion”, “special offer” or “win” indicate marketing.
    • Opt for neutral expressions like “follow-up”, “update” and “continuation”.
  4. Use questions to encourage interaction:
    • Instead of buttons, end the message with an open question to generate interaction without seeming like a promotional campaign.

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Ideal Structure of a Utility Message

  • Contextualized opening: Reference to the user’s previous action.
  • Relevant information: Objective explanation about the status of the action.
  • Subtle call to action: Invitation to continue with the process without a promotional tone.

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Practical Examples

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1. Lead Re-engagement

Marketing (more expensive): “We have a special offer for you! Get 10% off your next purchase. Access the link and take advantage of it.” Utility (cheaper): “Hello! We noticed you recently completed our form. Can we help you continue with your request?“

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2. Abandoned Cart

Marketing (more expensive): “Your cart is still waiting for you! Complete your purchase now and get free shipping.” Utility (cheaper): “We noticed your purchase attempt wasn’t completed. If you need help finalizing your order, we’re at your disposal.”

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3. Post-sale and Recommendations

Marketing (more expensive): “Did you like your last purchase? Discover our related products and take advantage of exclusive discounts.” Utility (cheaper): “Based on your last purchase, we can recommend a complementary product. Would you like more details?“

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4. Reminders and Appointments

Marketing (more expensive): “Don’t miss it! Last spots for our special event. Register now and secure your place.” Utility (cheaper): “We remind you that you have an event scheduled for [date]. If you need more information, we’re here to help.”

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Keywords for Utility Messages

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Positive Words for Utility Classification

  • ✅ “According to your last action…”
  • ✅ “We noticed you started…”
  • ✅ “We saw that your attempt to…”
  • ✅ “Following up on your request…”
  • ✅ “Here’s the update on…”
  • ✅ “Your order/appointment has been received…”
  • ✅ “If you need assistance, we’re available…”

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Words to Avoid (Marketing Indicators)

  • 🚫 “Exclusive offer”
  • 🚫 “Unmissable discount”
  • 🚫 “Limited time promotion”
  • 🚫 “Win now”
  • 🚫 “Last chance to buy”
  • 🚫 “Discover our launches”

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Advanced Strategies

  • Divide communication into stages: First send a utility message and, after customer interaction, introduce promotional information.
  • Test and adjust: Present different template versions and monitor Meta approvals to identify effective patterns.

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Conclusion

Reducing costs in the WhatsApp API requires a refined understanding of message categorization by Meta. Adopting a neutral tone, referencing past actions, and avoiding promotional triggers are key strategies to ensure approval as a utility message. By following these guidelines, your company can save significantly while maintaining effective communication with customers.