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Meta requires every template to have a category. The category decides how Meta reviews the template and what each message costs. A wrong category is a common reason for rejection.

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The three categories

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Pick the right category

1

Does the message promote anything?

If it includes an offer, a discount, a product pitch, or brand promotion, it is Marketing, even when it is worded as a reminder.
2

Is it about a customer action?

If the customer placed an order, made a payment, or booked an appointment, and you are confirming or updating that, it is Utility.
3

Is it only a code?

If the whole message exists to deliver a code or verify identity, it is Authentication. Nothing else belongs in this category.
Do not submit promotional content as Utility to get an easier review. Meta checks the wording and can reject the template or move it to Marketing.

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Cost

Meta charges a different rate for each category. Marketing messages cost more than Utility messages, so keep post-purchase updates as Utility when they contain no promotion. Broadcasts and template sends also count toward your GreenTick plan’s monthly allowance. See Plans. To create and submit a template, see Templates. The full written guide is on greentick.ai.