What is a utility message?
A utility message is a message template in the utility category. It tells a customer something about a transaction or account they already have. Typical examples:
- order confirmation with the order number and total,
- "your parcel has been handed to the courier",
- delivery or pickup reminders,
- payment received or refund processed,
- appointment reminders.
The rule of thumb: the customer would expect this message because of something they did. If a template adds a discount, a "shop now" link or a new product, Meta can treat it as a marketing message instead.
How are utility messages priced?
WhatsApp charges per delivered template message, by category and country. For utility templates:
| Period | Utility template inside an open service window | Utility template outside the window |
|---|---|---|
| 1 July 2025 to 30 September 2026 | Free | Charged |
| From 1 October 2026 | Charged | Charged |
Since 1 October 2026 Bangladesh is listed as its own market on Meta's rate card, no longer part of "Rest of Asia Pacific", with a lower utility rate. Check the current numbers on Meta's pricing page.
Why does it matter for sellers in Bangladesh?
Cash-on-delivery shops lose money on parcels that come back. A clear order confirmation and a delivery-day reminder on WhatsApp help the customer remember the order and keep the money ready. These updates often go out after the 24-hour window has closed, so they must be approved utility templates.
Example
Hi {{1}}, your order {{2}} is confirmed. Total ৳{{3}}, cash on delivery. Expected delivery: {{4}}. Reply here if anything needs to change.
The shop sends this when an order is confirmed and a second utility template when the courier picks it up. SaleMag's COD order confirmation setup is built around this kind of update.
Related terms
Marketing message, authentication message, cash on delivery, return to origin.
Frequently asked questions
What is the difference between utility and marketing?
Utility messages are about something the customer already did or asked for. Marketing messages try to sell something new. A utility template with a promotion added becomes marketing.
Do utility messages need opt-in?
Yes. Meta's opt-in rule covers all business-initiated messages, including order and delivery updates.
Are utility messages charged?
Yes. Since 1 October 2026 Meta charges utility templates per delivered message, including those sent inside an open customer service window, which were free from 1 July 2025 to 30 September 2026. Bangladesh has its own utility rate on Meta's rate card.
Can Meta change a utility template to marketing?
Yes. Since 9 April 2025, a template submitted as utility that Meta judges to be marketing is approved as marketing instead of rejected, and it is charged at the marketing rate.
About the author
WhatsApp & F-commerce automation, Dhaka
The Dhaka team that builds SaleMag, the AI sales inbox for WhatsApp, Messenger and Instagram used by online sellers in Bangladesh.