Understanding the Restrictions on Misuse of Template Categorization
WhatsApp has introduced stricter enforcement measures for businesses that incorrectly categorize message templates. This update is important for all DoubleTick users who create and send WhatsApp templates through the WhatsApp Business Platform.
This article explains what misuse means, how the warning process works, and what restrictions may apply.
Why Template Categorization Matters
When creating a WhatsApp template, you must choose the correct category:
Utility – Transactional or service-related messages (order confirmations, payment reminders, appointment updates, account notifications).
Marketing – Promotional messages, offers, product promotions, discounts, or re-engagement campaigns.
Selecting the correct category ensures compliance with WhatsApp policies and accurate billing.
Misusing the system typically happens when a business categorizes a promotional message as “Utility” to reduce costs or bypass marketing rules.
How the Enforcement Process Works
1. Written Warning
If WhatsApp detects that a business is misusing the template categorization system:
A written warning will be issued.
The business will be notified before any restriction is applied.
This is an opportunity to correct your template practices and ensure all future submissions follow proper guidelines.
2. What Happens After a Warning (Effective April 16, 2025)
Once you receive a warning:
A 24-hour notice will NOT be provided before changing template categories from Utility to Marketing.
Category changes will happen instantly if misuse is detected.
This means templates incorrectly marked as Utility may immediately be reclassified as Marketing without additional advance notice.
Restrictions After Continued Misuse
If misuse continues after a warning, WhatsApp will introduce the following restrictions for 7 days:
Effective April 16, 2025:
Previously approved Utility templates will not be rejected. Instead, they will be automatically re-categorized as Marketing.
Category reviews will be disabled for those templates for 7 days.
Creation of new Utility templates will be disabled for 7 days.
During this restriction period, your WhatsApp Business Account will not be able to use the platform for Utility messaging.
Repeat Violations
If your business has been restricted before and continued misuse is detected again:
Restrictions may be extended to 30 days.
This can significantly impact transactional messaging such as order updates, payment confirmations, or service notifications.
How to Stay Compliant
To avoid warnings and restrictions:
Carefully review the purpose of each template before selecting a category.
Ensure Utility templates are strictly non-promotional and service-related.
Avoid adding promotional language, offers, discounts, or upselling content in Utility messages.
When in doubt, choose Marketing.
Regularly audit previously approved templates to ensure compliance.
Important Note for DoubleTick Customers
DoubleTick does not control category decisions made by WhatsApp. Template approvals, re-categorizations, and restrictions are enforced directly by WhatsApp based on their policies.
It is essential to follow correct categorization guidelines to avoid disruption in your messaging operations.
If you are unsure whether a template should be categorized as Utility or Marketing, review WhatsApp’s category definitions carefully before submission. Proper categorization protects your account, maintains uninterrupted messaging, and ensures long-term compliance with WhatsApp policies.
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