Utility Messages

Learn what utility messages are, and how they can be used to enhance user experiences

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.

See Free vs Billed Messages for details on utility messages' cost benefits over marketing messages.

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).

Any template that has a mix of utility and marketing content will be classified as a marketing template.

Examples

Below are common and valid utility template examples.

Message Objective	Business Goal	Example Templates
Opt-In Management on WhatsApp	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.	"Thanks for confirming opt-in! You’re in. You’ll now receive notifications via WhatsApp." "Thank you for confirming your opt-out preference. You will no longer receive messages from us on WhatsApp.'"
Order Management	Confirm, update, or cancel an order or transaction with a customer using specific order or transaction details in the body of your message.	"Thank you! Your order {{1}} is confirmed. We will let you know once your package is on its way." "Hooray! Your package from order {{1}} is on its way. Your tracking number is {{2}} and expected delivery date is {{3}}." "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}}" "We have received your item from order {{1}}. Your refund for {{2}} has been processed. Thank you for your business."
Account Alerts or Updates	Send important account updates, including time-sensitive alerts, safety information, payment reminders, and other information relevant to already-purchased or subscribed products and services. These messages should not intend to upsell or cross-sell new products or services.	"Daily update for account ending in {{1}}: Your balance is {{2}}." "Reminder: Your monthly payment for your subscription to {{1}} will be billed on {{2}} to the card you have saved on file." "To finish setting up your profile, you need to upload a photo. Please click here to upload: {{1}}." "The product you ordered {{1}} on {{2}} has been recalled. Please click here {{3}} to learn more." "There is a tornado alert in your area. We recommend you remain indoors until {{1}} o'clock today."
Feedback Surveys	Collect feedback on previous orders, interactions or ongoing relationships with customers. These messages should not be about requesting feedback related to potential upsell or cross-sell opportunities.	"We have delivered your order {{1}}! Please let us know if there was any issue by reaching out here: {{2}}." "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!" "You chatted with us online recently about order {{1}}. How was your experience? Click to fill out a short survey: {{2}}."
Continue a Conversation on WhatsApp	Send a message to start an interaction on WhatsApp that began in another channel. These messages should not be initiated without a user having requested the conversation to be moved to WhatsApp.	"Hi! I see you requested support via our online chat. I am the virtual assistant on WhatsApp. How can I help?" "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}}."

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.