# Marketing Template Guidelines
Marketing templates are the most flexible of the three WhatsApp template categories. They are designed for businesses that want to reach out to customers proactively — to promote a product, announce an offer, re-engage a lapsed customer, or build a stronger long-term relationship with their audience.
If your message is promotional in any way, or if its purpose is not immediately clear to Meta, it will be classified as a marketing template. This also includes messages that contain a mix of utility and marketing content — for example, an order update that also includes a promotional offer.
#### **When Should You Use a Marketing Template?**
Use a marketing template when your message is intended to:
* Promote a product, service, or offer
* Announce an event, launch, or update
* Re-engage customers who have previously interacted with your brand
* Encourage customers to take an action such as shopping, downloading an app, or renewing a subscription
* Build a personal connection with your audience
***
#### **Objectives and Example Templates**
Marketing templates are further organised by business objective. Here is a breakdown of all five objectives, along with example templates for each:
| Message Objective | Business Goal | Example Templates |
| -------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Awareness** | Generate awareness of your business, products, or services among customers who have subscribed to receive messages from your business on WhatsApp. | - Did you know? We installed a {{new\_tower}} in your area so you can enjoy a better network experience. To learn more, visit our site. - {{Diwali}} is around the corner! Join us at {{location}} on {{date}} to celebrate with friends and family. For more details about our event, click below. |
| **Sales** | Send promotional offers to customers related to sales events, coupons, or other content intended to drive sales or renewals. | - As a thank you for your last order, please enjoy {{15}}% off your next order. Use code {{loyal15}} at checkout. Visit our site here below. - You have been {{pre\_approved}} for our {{credit\_card}}! Enjoy an introductory {{apr\_rate}} if you apply via your personalized link below. |
| **Retargeting** | Promote or recommend offers, products or services; attempt to renew subscriptions; or other calls to action to users who might have visited your website, used your app or engaged with you. | - Your subscription will expire on {{date}}! Renew today to save {{discount}}. - You left {{items}} in your cart! Don't worry, we saved them. Checkout now below. |
| **App Promotion** | Request customers to install or take a specific action with your app. | - Did you know? You can now {{checkout}} in our app. Download it below to use our streamlined experience. - In-app only: {{20}}% off this week! Use code {{summer\_promo}} to save on select styles. |
| **Build Customer Relationships** | Strengthen customer relationships through personalized messages or by prompting new conversations. | - {{Name}}, did you think we'd forget? No way! {{Happy\_birthday}}! We wish you the best in the year ahead. - As we approach the end of the year, we reflect on what drives us: {{Name}}. Thank you for being a {{valued\_customer}}. |
#### **A Note on Mixed and Unclear Content**
Meta automatically classifies the following as marketing templates, regardless of the category you select:
* **Mixed content templates** — for example, an order update that also includes a promotional offer or discount code.
* **Templates with unclear content** — for example, a template where the body contains only a variable like {{1}} or a vague phrase like "Congratulations!" with no additional context.
If your template falls into either of these situations, plan for it to be categorised and priced as a marketing template.
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