# Updated WhatsApp Message Template Categories & Pricing

{% hint style="info" %}
Available on all packages.
{% endhint %}

## Changes to Template Categories

WhatsApp recently simplified its [template categories](https://developers.facebook.com/docs/whatsapp/updates-to-pricing/new-template-guidelines). Previously, when adding new WhatsApp message templates, you could select from a great variety of categories. Now, all message templates fall into one of only three categories:

* **Utility** – Facilitate a specific, agreed-upon request or transaction or update to a customer about an ongoing transaction, including post-purchase notifications and recurring billing statements.
* **Marketing** – Include promotions or offers, informational updates, or invitations for customers to respond/take action. Any conversation that does not qualify as utility or authentication is a marketing conversation.
* **Authentication** – Enable businesses to authenticate users with one-time passcodes (e.g., account verification, account recovery, etc.).

{% hint style="warning" %}
Authentication template categories are **not** currently supported by Clickatell. 

Marketing and Utility template categories **are** supported. 
{% endhint %}

The Clickatell Portal now reflects these new category changes implemented by WhatsApp. Going forward, when [adding a new open 2-way conversation template](https://clickatell.gitbook.io/whatsapp-user-guide/channel-capabilities/whatsapp-message-templates/add-message-templates#add-an-open-2-way-conversation-template), you can select either the Marketing or Utility category only. 

<figure><img src="/files/Fcow2bEa6A3pA6TuP44J" alt=""><figcaption><p>WhatsApp reduced the number of their template categories.</p></figcaption></figure>

## Pricing Changes

Meta also introduced a new pricing strategy. The category of the template message used also defines the **conversation category.** Businesses are charged per 24-hour conversation, with different rates by conversation category.

There are three business-initiated conversation categories (all of which require customer opt-in):

* **Utility conversations** – Facilitate a specific, agreed-upon request, transaction, or update to a customer about an ongoing transaction, including post-purchase notifications and recurring billing statements.
* **Authentication conversations** – Enable businesses to authenticate users with one-time passcodes, potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges) *(Not supported by Clickatell currently.)*
* **Marketing conversations** – Include promotions or offers, informational updates, or invitations for customers to respond/take action. Any conversation that does not qualify as utility or authentication is a marketing conversation.

The fourth category is **service conversations** – all user-initiated conversations will be categorized as service conversations, which help customers resolve queries.

{% hint style="info" %}
For more information, see Meta's documentation [here](https://developers.facebook.com/docs/whatsapp/pricing).
{% endhint %}

Rates for business-initiated and user-initiated conversations vary by country or region. See [here ](https://developers.facebook.com/docs/whatsapp/updates-to-pricing)for rate cards.

In general, prices were impacted as follows:

* **User-initiated:** Service messaging rates will remain the same.
* **Marketing:** Generally increasing from today's business-initiated rate.
* **Utility:** Generally decreasing from today's business-initiated rate.

{% hint style="info" %}
See examples in Meta's [pricing explainer document](https://l.facebook.com/l.php?u=https://go.facebookinc.com/rs/267-PVB-941/images/WhatsApp-Business-Platform-Pricing-Explainer.pdf?fbclid%3DIwAR0r7bN3RufL5TGXbfMtyzIYyhLLO06GX2MdMT7vAqWgRRoPAMewovm4aLo\&h=AT1IEs90jZb0pi9VWRpFq1x920PA2F4nEoietSoWtqa73CmLzkratufXJ5jjXEblZUnzyX3VZ6EbTwS-U85Qn1E1MQPdhoy78bxbKFoOqEUKodDdiKrCw4r6ZeKd3xe_9rk) for more details.
{% endhint %}


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