# Utility Messages

Utility messages are typically sent in response to a user action or request, such as an order confirmation or update. They must include specificity about the active or ongoing transaction, account, subscription, or interaction to which they relate. For example, an order confirmation must contain an order number.

In order to send a utility message, you must:

1. Create a utility template,
2. Have Meta approve the template,
3. Send a message POST request to 360Dialog API, with the JSON body specifying the name of the utility template.

Utility templates support the following components:

* 1 header (optional; all types supported)
* 1 body
* 1 footer (optional)
* Up to 10 buttons (optional). Supported types:
  * Call request
  * Copy code
  * Phone number
  * Quick-reply
  * URL

## Benefits

Utility messages are preferred over marketing messages for:

* Lower costs. Utility messages cost less to send than marketing messages.
* Being free to send during an active Customer Service Window. If the customer's last message was within 24 hours, any utility templates the business sends to the customer are free of charge.

For more, see [Free vs Billed Messages](https://app.gitbook.com/o/-M4UA2Des2wa1sGak_JB/s/-M4sMxKjL6eJRvZn6jeG-887967055/~/edit/~/changes/2393/get-started/pricing/free-vs-billed-messaging) 

## Guidelines

Guidelines below should be followed when attempting to create a utility template. For a utility template to be deemed essential or critical to the user, it must reflect one of the use cases below and must also be non-promotional (not containing any promotional or persuasive intent).

{% hint style="danger" %}
Any template that has a mix of utility and marketing content will be classified as a marketing template.
{% endhint %}

### Examples

Below are common and valid utility template examples.

<table><thead><tr><th width="210.33333333333331">Message Objective</th><th>Business Goal</th><th>Example Templates</th></tr></thead><tbody><tr><td><strong>Opt-In Management on WhatsApp</strong></td><td>Confirm opt-in for receiving messages on WhatsApp as a follow-up to opt-in collected via other channels (e.g., website, email). Also confirm opt-out.</td><td><ul><li>"Thanks for confirming opt-in! You’re in. You’ll now receive notifications via WhatsApp."</li><li>"Thank you for confirming your opt-out preference. You will no longer receive messages from us on WhatsApp.'"</li></ul></td></tr><tr><td><strong>Order Management</strong></td><td>Confirm, update, or cancel an order or transaction with a customer using specific order or transaction details in the body of your message.</td><td><ul><li>"Thank you! Your order {{1}} is confirmed. We will let you know once your package is on its way."</li><li>"Hooray! Your package from order {{1}} is on its way. Your tracking number is {{2}} and expected delivery date is {{3}}."</li><li>"Unfortunately, one item from your order {{1}} is backordered. We will follow up with an estimated ship date. If you wish to cancel and receive a refund, please click here: {{2}}"</li><li>"We have received your item from order {{1}}. Your refund for {{2}} has been processed. Thank you for your business."</li></ul></td></tr><tr><td><strong>Account Alerts or Updates</strong></td><td><p>Send important account updates, including time-sensitive alerts, safety information, payment reminders, and other information relevant to already-purchased or subscribed products and services.</p><p>These messages should not intend to upsell or cross-sell new products or services.</p></td><td><ul><li>"Daily update for account ending in {{1}}: Your balance is {{2}}."</li><li>"Reminder: Your monthly payment for your subscription to {{1}} will be billed on {{2}} to the card you have saved on file."</li><li>"To finish setting up your profile, you need to upload a photo. Please click here to upload: {{1}}."</li><li>"The product you ordered {{1}} on {{2}} has been recalled. Please click here {{3}} to learn more."</li><li>"There is a tornado alert in your area. We recommend you remain indoors until {{1}} o'clock today."</li></ul></td></tr><tr><td><strong>Feedback Surveys</strong></td><td><p>Collect feedback on previous orders, interactions or ongoing relationships with customers.</p><p>These messages should not be about requesting feedback related to potential upsell or cross-sell opportunities.</p></td><td><ul><li>"We have delivered your order {{1}}! Please let us know if there was any issue by reaching out here: {{2}}."</li><li>"Your feedback ensures we continually improve. Please click here {{1}} to share your thoughts on your recent visit at our {{2}} location. Thank you in advance!"</li><li>"You chatted with us online recently about order {{1}}. How was your experience? Click to fill out a short survey: {{2}}."</li></ul></td></tr><tr><td><strong>Continue a Conversation on WhatsApp</strong></td><td><p>Send a message to start an interaction on WhatsApp that began in another channel.</p><p>These messages should not be initiated without a user having requested the conversation to be moved to WhatsApp.</p></td><td><ul><li>"Hi! I see you requested support via our online chat. I am the virtual assistant on WhatsApp. How can I help?"</li><li>"Hi {{1}}, we are following up on your call with customer service on {{2}}. Your case has progressed to the next step. Please log into your account to continue: {{3}}."</li></ul></td></tr></tbody></table>

### Use Cases

Below is a full list of utility template use cases. A utility template must meet one of the use cases to be considered a valid utility template.

| Use Case Category                 | Use Case               |                                                                                                                                                                                                                                         |
| --------------------------------- | ---------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Public Safety**                 | Severe weather         | There is a {{tornado}} alert in your area. We recommend you remain indoors until {{time}} today.                                                                                                                                        |
| **Public Safety**                 | Crisis response        | We activated support services for the {{crisis}} in the {{zip code}} area. Live updates on our site, available below.                                                                                                                   |
| **Public Service**                | Health awareness       | Stay up-to-date with your health. Stop by {{location}} by {{time}} to get your free COVID-19 {{vaccine}}. Bring your {{vaccination\_card}} and identification document.                                                                 |
| **Public Service**                | Health emergency       | The {{city}} has just declared a health emergency because of {{issue}}. We will follow up with more details once available.                                                                                                             |
| **Public Service**                | Voting registration    | To vote on {{date}}, please ensure your voter {{registration card}} is active. Please click the URL below to understand steps required to renew, if needed. Please disregard this message if your {{registration card}} will be active. |
| **Public Service**                | Disbursements          | Your {{welfare}} disbursement balance is {{amount}}. Kindly note it will expire on {{date}}.                                                                                                                                            |
| **Public Disruption**             | System outages         | We have detected a system outage that impacts zip code {{code}}. We expect to restore service by {{time\_and\_date}}. We apologize for the inconvenience.                                                                               |
| **Public Disruption**             | Operational disruption | This is to notify you that {{trains}} at our {{location}} station are halted because of {{issue}}. Please avoid the area as we work to rectify.                                                                                         |
| **Account or Product Protection** | Fraud awareness        | We have detected an increase in {{ATM fraud}}. To protect your card ending in {{1234}}, please consider updating your PIN. Click below to see the step-by-step.                                                                         |
| **Account or Product Protection** | Product recalls        | The {{product}} you ordered on {{date}} has been recalled. Please click below to let us know how you would like to proceed.                                                                                                             |
| **Account or Product Protection** | Warranty alerts        | Thank you for your purchase of {{product}}. Your warranty is active as of {{date}}. Our {{product manuals}} are below, for your reference                                                                                               |
| **Legal/Regulatory Compliance**   | Identity compliance    | This is to notify you that you need to upgrade to a {{updated\_identification\_card}} by {{date}}. To avoid any inconveniences when traveling, please ensure you make an appointment at your local {{office}}.                          |
| **Legal/Regulatory Compliance**   | Privacy disclosures    | We updated our privacy policy on {{date}}. Please click the button below to learn more.                                                                                                                                                 |
| **Legal/Regulatory Compliance**   | Warranty alerts        | Thank you for your purchase of {{product}}. Your warranty is active as of {{date}}. Our {{product manuals}} are below, for your reference                                                                                               |

## Appeal Re-Categorization

Utility templates have strict content requirements, particularly around marketing material. If you attempt to create or update a utility template with marketing material, the template will automatically be re-categorized as a marketing template. However, Meta's decision to re-categorize the template may be appealed through [Business Support Home](https://business.facebook.com/business-support-home).


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