What is WhatsApp conversation categories?
WhatsApp has four conversation categories: Marketing, Utility, Authentication and Service. The category of a message sets both its price and the rules it must follow.
Why WhatsApp conversation categories matters
Picking the right category matters because Meta checks it and it affects your cost. Marketing is the priciest, Utility and Authentication are cheaper, and Service replies inside the 24-hour window are free.
Example
An order confirmation is a Utility message, a sale announcement is Marketing, a one-time passcode is Authentication, and your reply to a customer question is Service.
Related terms
- WhatsApp message template
- WhatsApp Business API pricing 2026
- WhatsApp message templates
- Full WhatsApp Business API glossary
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Which WhatsApp category is cheapest?
Service messages are free; Utility and Authentication are low cost; Marketing is the most expensive category.