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.
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?
Meta prices template messages by category and country and has changed its pricing over time. Check Meta's current rates for utility messages in Bangladesh.
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.