WhatsApp has implemented new enforcement actions to prevent the misclassification of message templates—especially cases where Marketing content is incorrectly submitted as Utility.

Key Changes:

WhatsApp has introduced new enforcement measures to uphold the correct use of template categories.
Businesses identified as misclassifying marketing content as utility will receive an email warning and may face restrictions if non-compliance persists.

Enforcement process:

If a business is detected misusing the Utility category, WhatsApp will follow a two-step enforcement process:

Warning
- For businesses using Embedded Signup, WhatsApp will send an email warning if marketing templates are submitted under the utility category.
- If your WABA is onboarded using OBO/Manual model, you will not get this warning email however you can evaluate your templates for category change in template management section. If templates previously marked as 'Utility' are now categorized as 'Marketing', ensure future templates adhere to the guidelines.
Restriction: If misuse is detected again after the warning:
- If misuse continues post-warning, all approved utility templates will be reclassified by WhatsApp as marketing.
- A 7-day restriction will be imposed, during which no new utility templates can be created, and no category reviews can be conducted via WhatsApp manager or Direct Support (by your Support Contact).
- Persistent misuse may lead to an extended 30-day restriction.

These measures from WhatsApp are aimed to maintain message quality and improve user experience by ensuring that recipients experience is in line with the categorisation of the message content.

What You Should Do:

Review all existing templates and make sure and future templates are correctly categorized according to WhatsApp’s Template Category Guidelines.
Refrain from categorizing promotional content (such as discounts, offers, or brand awareness messages) as 'Utility', even if they include informational elements. When uncertain, opt for conservative classification.

For assistance with template category review or queries regarding category classification, please contact your support representative.