Utility vs Marketing Messages
Meta classifies WhatsApp templates as utility or marketing. Level uses both — and the category affects delivery rules.
Level message types
Utility (transactional)
Not subject to marketing frequency caps. Sent in response to customer actions.
| Flow | Purpose |
|---|---|
| COD verification | Confirm/cancel buttons on new order |
| COD reminder | Follow-up for pending orders |
| Thank you | After customer confirms |
| Cancel | After customer declines |
Marketing
Subject to Meta marketing limits and opt-in requirements.
| Flow | Purpose |
|---|---|
| Abandoned cart (reminder, nudge, offer, final) | Recover checkouts |
| Campaign broadcast | Segment-based promotions |
What this means for you
- COD messages deliver reliably as utility messages — no marketing cap
- Abandoned cart and campaigns may be deferred if Meta’s frequency limits are hit → Deferred sends
- Marketing messages require proper opt-in → WhatsApp opt-in
Related
Last updated on