Marketing: Marketing messages can help businesses achieve a wide range of goals across the funnel, from generating awareness to driving sales to retargeting customers. These messages can include offers and promos, related product suggestions, abandoned cart reminders, and more
Utility: Utility messages are typically triggered by a user action, like placing an order or submitting a payment. These messages are not promotional, and are either specific to or requested by a user (like a package delivery update) or critical to a user (like a health appointment message)
Authentication: Authentication messages enable businesses to use one-time passwords (OTPs) for identity verification, potentially at multiple stages of the user journey. Ensure successful login or transactions with OTPs on WhatsApp
Authentication International: Authentication International messages, on the other hand, apply when an OTP is sent across borders, for example, from a Nigerian WhatsApp Business number to a user in South Africa. In this case, the message is classified differently for billing purposes and is charged at the international authentication rate, rather than the standard local authentication cost.
Service: These messages enable businesses to manage incoming customer inquiries, whether that is via an agent or a conversational AI-powered bot. When users message a business, this opens a 24-hour customer service window during which businesses can respond with service messages, at no charge. This window resets with each user message