# WhatsApp Template Categories

> Marketing, Utility, and Authentication templates - what each is for, the template types Avox offers in each, and how Meta applies categories.

Source: https://docs.theavoxai.com/whatsapp/template-categories

Every WhatsApp [template](https://docs.theavoxai.com/templates) belongs to one of three categories that Meta defines. The
category tells Meta what the message is for, and it decides how Meta charges for it (see
[Pricing](https://docs.theavoxai.com/whatsapp-platform)).

## The three categories

| Category | For | Template types in Avox |
| --- | --- | --- |
| **Marketing** | Promotions, offers, product news, newsletters, and re-engagement. | Custom message, Catalogue |
| **Utility** | Order updates, receipts, alerts, account notices, and reminders tied to something the customer did. | Custom message, Calling permission request, templates from Meta's library |
| **Authentication** | One-time passcodes for login or verification. | One-time passcode |

### Marketing

Use Marketing for anything promotional. A Marketing custom message can use every header, body,
footer, and button option. A **Catalogue** template shares your product catalogue with a fixed
**View catalog** button.

### Utility

Use Utility for updates about something the customer already did or asked for - an order, a
booking, an account change. Utility is also where you'll find:

- **Calling permission request** - asks a customer's permission before a WhatsApp voice call.
- **Meta's template library** - ready-written Utility templates Meta has already verified, which
  start working with no review wait. See [Library](https://docs.theavoxai.com/templates/library).

### Authentication

Authentication templates send a one-time passcode. Meta writes the message itself; you choose how
the code is delivered (zero-tap, one-tap, or copy code) and whether to add a security
recommendation and an expiry time. See
[One-time passcode](https://docs.theavoxai.com/templates/create#one-time-passcode).

## How Meta applies categories

You choose a category when you create a template, and Meta reviews it along with the content. Meta
can assign a different category from the one you chose when the content fits another category
better.

Avox always shows the category Meta reports:

- When you submit, Avox records the category Meta returns, which can differ from the one you
  picked.
- **Refresh from Meta** on the Templates page brings in Meta's current category for every
  template, along with its status.
- The **Category** column on the Templates page and the **Category** row on each template's page
  show that category.

To change a Custom message template's category yourself, use **Edit template** - the edit goes
back to Meta for review. See [Editing a template](https://docs.theavoxai.com/templates/approval#editing-a-template).

## Choosing the right category

- Promoting something, or reaching out without a specific customer action behind it? Use
  **Marketing**.
- Confirming or updating something the customer did? Use **Utility**.
- Sending a login or verification code? Use **Authentication**.

What happens after you submit is covered on [Approval](https://docs.theavoxai.com/templates/approval).