> ## Documentation Index
> Fetch the complete documentation index at: https://help.treble.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Utility Templates

> Learn what utility templates are and how to use them

## 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.

### Practical Examples

### 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?"

### 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."

### 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?"

### 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

### 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..."

### 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.

***

## 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.