How to request a Template Category Review
Meta has introduced an automated system to ensure messaging templates on WhatsApp are correctly categorized. Because Marketing and Utility templates have different policies, delivery rules, and use cases, it is common for templates to be automatically re-categorized from Utility to Marketing during compliance checks.
If you believe a template has been incorrectly categorized, Meta allows you to request a manual category review. Below is a detailed explanation of how to submit this review, how to track the outcome, and what new enforcement rules apply.
Understanding Category Changes on WhatsApp
Before jumping into the process, it’s helpful to understand how Meta thinks about categories:
Utility Templates
Intended for:
Transactional updates
Account or order notifications
OTP and security verification
Post-purchase confirmations
Scheduled reminders triggered by a customer action
Not permitted under Utility: Anything promotional, persuasive, or designed to encourage further business activity.
Marketing Templates
Intended for:
Promotional offers
CTWA campaigns
Retargeting
Newsletter or updates without a user-triggered event
Re-engagement campaigns
Broadcast announcements
Marketing templates may encourage:
New purchases
Upsells/cross-sells
Brand engagement
Why Category Changes Happen
Meta continuously monitors template usage. If the actual content or usage context resembles marketing (even if originally submitted as Utility), Meta may automatically update it to Marketing.
Step-by-Step Guide to Requesting a Review
Step 1: Accessing DoubleTick
Open DoubleTick in your browser.
Log in using your registered phone number.
Enter the OTP to authenticate.
After login, you will land on the Homepage, which contains key navigation items for managing your WhatsApp API integration.
Step 2: Open WhatsApp Manager
From the Homepage, find and click Go to FBM Account.
This button opens your Facebook Business Manager environment.
You will be redirected to Overview → WhatsApp Manager where Meta centralizes all template-level controls.
Why this matters: Template categorization, approvals, and review workflows are owned by Meta. Platforms like DoubleTick surface approved templates but cannot alter category decisions—these must be handled within WhatsApp Manager.
Step 3: Locate Templates With Category Changes
Once inside WhatsApp Manager:
In the left sidebar, expand Message Templates.
Click on Message Templates again.
Templates that recently faced category updates or rejections will show a banner notification at the top.
The banner typically states that the template was updated to another category (e.g., Utility → Marketing).
Click Go to Business Support from the banner to initiate further action.
Context: Meta uses the Business Support module to process escalation requests so decisions can be reviewed by their policy team.
Step 4: Submit Category Review Request
Inside Business Support:
Click Template Category Updates.
You will see a list of templates eligible for review.
Select one or multiple templates.
Click Request Review.
This action sends the template to Meta for human/manual review. Meta evaluates:
Content wording
Message intent
Usage context
Policy alignment
Templates that clearly serve transactional value may be restored to Utility.
Monitoring Template Review Status
After submitting for review, you can track status from the same Business Support interface.
View Templates Under Review
Open Business Support.
Click Template Category Updates.
Click the In review tab.
This tab shows all pending decisions. Review durations can vary depending on volume and clarity of use case.
Understanding Category Review Outcomes
Meta provides clear decision outcomes through separate tabs.
1. If NOT Approved (Category Remains Marketing)
Location:
Template Category Updates → Unchanged
This means Meta reviewed the use case and determined that the template contains promotional or persuasive elements.
Meta may also rely on how customers interact with the template:
High CTA initiation rates
High promotional click behavior
Broadcast usage patterns
Automatic classification may continue in the future.
2. If Approved (Category Restored to Utility)
Location:
Template Category Updates → Reversed
Outcome behavior:
If the template was already being used under Marketing due to auto-updates, Meta will revert it back to Utility.
Utility templates typically allow richer delivery for user-initiated flows and post-purchase reminders.
Meta’s Enforcement Rules to Prevent Category Misuse
With increased marketing adoption, Meta observed that some businesses repeatedly attempted to misclassify promotional messages as Utility to improve delivery and reduce marketing overhead. To address this, Meta introduced new enforcement mechanisms.
Key Principle
Correctness > Convenience
Meta aims to maintain clarity and trust across:
User experience
Business messaging expectations
Platform policy integrity
Enforcement Phases Explained
Phase 1: Warning
If misuse is detected, Meta sends a written warning explaining misuse behavior.
Why warnings exist: Meta wants to educate before enforcing restrictions, especially for new businesses adopting messaging automation.
Phase 2: Post-Warning (Effective April 16, 2025)
After a warning, stricter rules apply:
Category changes Utility → Marketing become instant
Meta eliminates the 24-hour grace notification
Businesses lose the window to request early corrections before automatic changes
This ensures no Utility messaging loopholes can be exploited for marketing campaigns.
Phase 3: Restriction Period (7 Days)
If misuse continues after a warning, Meta can impose:
✔ Recategorization of all approved Utility templates → Marketing ✔ Freeze on category reviews for 7 days ✔ Freeze on creation of new Utility templates for 7 days
Purpose: To prevent continuous pressure on the Utility channel for marketing purposes.
Phase 4: Repeat Misuse (30-Day Restriction)
For previously restricted businesses:
Meta may extend restrictions to 30 days
All new or existing Utility messaging will be tightly controlled
This phase is designed for chronic misuse behaviors.
Why This Matters for DoubleTick Users
Understanding proper categorization is crucial for maintaining:
✓ High-quality sender reputation ✓ Smooth template approvals ✓ Avoiding disruption to transactional messaging ✓ Consistent compliance with Meta policies
Misclassification not only triggers restrictions but can also affect conversion metrics, especially if Utility messaging is required for operational flows like:
Order updates
Appointment reminders
Account verification
Service confirmations
Final Notes & Best Practices
To reduce friction: ✔ Always categorize based on true message intent ✔ Avoid embedding promotional CTA or offers in transactional templates ✔ Review template usage vs. submission context ✔ Use Marketing templates for retargeting, promotions, sales boosts
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