WhatsApp Message Types Explained
On the WhatsApp Business Platform (Meta API), messages are classified into Service (free-form) and Template(business-initiated) messages. Template messages are further split into Marketing, Utility, and Authentication. Here's everything you need to know.
Quick Reference
| Message Type | Who Starts? | Template Needed? | Cost | Example |
|---|---|---|---|---|
| Service Message | Customer | ❌ No | Free (24-hr window) | "Hello, I need help." → You reply freely |
| Marketing Template | Business | ✅ Yes | Paid | Offers, discounts, festival wishes |
| Utility Template | Business | ✅ Yes | Paid | Order updates, invoices, payment reminders |
| Authentication Template | Business | ✅ Yes | Paid | OTP, verification code |
Service Messages
Customer-initiated · No template needed · Free within 24 hrs
When a customer sends you a WhatsApp message first, a 24-hour customer service window opens. During those 24 hours you can send unlimited text, images, PDFs, voice notes, and more without using any template.
Examples
Customer
Hi, I want to know today's menu.Business
Sure! Here is today's menu. 🍛Customer
Can I order biryani?Business
Yes, it's available. Shall I place the order?After 24 hours the window closes and you must use an approved template to re-engage.
Marketing Messages
Business-initiated · Approved template required · Paid
Used to promote products, services, or offers. These require a pre-approved Marketing Template and are charged per message sent.
Examples
Business
🎉 50% OFF this weekend only! Use code SAVE50 at checkout.Business
Happy Diwali! 🪔 Enjoy 20% off on all orders today.Business
New Menu Launch — Try our Butter Paneer Pizza! Order now.Utility Messages
Business-initiated · Approved template required · Paid
Transactional messages tied to an existing purchase or service action — confirmations, invoices, reminders. Sent outside the 24-hour service window.
Examples
Business
✅ Order #1548 confirmed! Expected delivery: 7 PM today.Business
Your bill for tonight is ₹1,250. Thank you for dining with us!Business
Reminder: Your subscription expires tomorrow. Renew now to stay connected.Authentication Messages
Business-initiated · Approved template required · Paid
Used exclusively for verification — one-time passwords, login codes, and password resets. Short, secure, and time-sensitive.
Examples
Business
Your OTP is 458921. Valid for 10 minutes. Do not share with anyone.Business
Use 739201 to verify your login. This code expires in 5 minutes.What Happens After 24 Hours?
Within 24 Hours ✅
Customer sends a message at 10:00 AM. You can freely reply with text, images, files, and more until 10:00 AM the next day — no templates needed.
After 24 Hours ❌
The service window closes. You cannot send a free-form message. You must use an approved template such as a Utility or Marketing template to re-engage.
Example Re-engagement Template
Business
We noticed you reached out earlier. Do you still need assistance? We're happy to help! 😊Meta WhatsApp Charges — India
Per-message pricing (effective 2025). Prices exclude taxes.