01
Utility or marketing: the choice that drives your bill
To message a lead first on WhatsApp Business you need a Meta-approved template, and each template has a category that sets its price. In Spain, a utility message costs €0.0166 and a marketing one €0.0585: 3.5 times more.
- Utility: messages tied to something the lead asked for or is doing: the information they requested, their interview or their enrolment. No offers or promotional language.
- Marketing: anything meant to sell or reactivate: new intakes, scholarships, discounts or events.
Meta reviews every template and can change its category. If a utility template includes an offer or an invitation, it will be moved to marketing. Full pricing is in WhatsApp Business API pricing in Spain.
02
The templates
Text in blue is a variable: in the template it's written as {{1}}, {{2}}… and filled in with each lead's details. The button copies the text exactly as you paste it into Meta.
01First contact
Reply to an information request
Utility· €0.0166 per messageWhen to use it: right after the lead fills in the form, if they don't pick up the call.
Hi Emma, this is Example School getting back to you about your request for information on the Master's in Digital Marketing. We called to answer your questions but couldn't reach you. Would you rather we call you at another time, or shall we continue here?
Programme brochure
Utility· €0.0166 per messageWhen to use it: when the lead asks for the curriculum, prices or dates.
Hi Emma, as requested, here's the brochure for the Master's in Digital Marketing with the curriculum, dates and fees. If you have any questions, just reply to this message and we'll help.
02Interviews and visits
Interview confirmation
Utility· €0.0166 per messageWhen to use it: as soon as the admissions interview is booked.
Hi Emma, your admissions interview for the Master's in Digital Marketing is confirmed for Thursday 23 October at 5pm. It will be on video call and we'll send you the link on the day. Can you confirm you'll be able to attend?
Reminder the day before
Utility· €0.0166 per messageWhen to use it: 24 hours before the interview.
Hi Emma, just a reminder that your interview for the Master's in Digital Marketing is tomorrow at 5pm. If you can't make it, let us know and we'll find another slot.
Reminder an hour before, with link
Utility· €0.0166 per messageWhen to use it: one hour before a video interview.
Hi Emma, your interview starts in one hour, at 5pm. You can join using the button below. See you soon!
The lead didn't show up
Utility· €0.0166 per messageWhen to use it: the same day, if the lead doesn't join the interview.
Hi Emma, we were expecting you today at 5pm for your Master's in Digital Marketing interview but we didn't manage to connect. Shall we find another time this week?
03Enrolment
Missing documents
Utility· €0.0166 per messageWhen to use it: when a document is still needed to complete enrolment.
Hi Emma, to complete your enrolment in the Master's in Digital Marketing we still need: a copy of your degree certificate. You can send it by replying to this message with a photo or PDF. The deadline is 31 October, so let us know if you need help.
Reserved place awaiting confirmation
Utility· €0.0166 per messageWhen to use it: when the lead has been admitted but hasn't completed enrolment.
Hi Emma, your place on the Master's in Digital Marketing is reserved until 31 October. To complete your enrolment, all that's left is the reservation payment. Would you like us to help you finish it?
04Reactivation
New intake
Marketing· €0.0585 per messageWhen to use it: for leads from previous intakes who didn't enrol.
Hi Emma, a while ago you were interested in the Master's in Digital Marketing. We've opened a new intake starting on 12 January and there are still places available. Would you like to hear what's new?
Reply STOP if you don't want more messages.
Scholarships available
Marketing· €0.0585 per messageWhen to use it: when scholarship or funding applications open.
Hi Emma, this year we're offering scholarships of up to 30% for the Master's in Digital Marketing. Applications close on 15 November. Shall we send you the requirements?
Reply STOP if you don't want more messages.
Open day
Marketing· €0.0585 per messageWhen to use it: two or three weeks before an open day or information session.
Hi Emma, on Saturday 8 November we're holding an open day at our London campus: you'll see the facilities and meet lecturers and current students. Shall we save you a place?
Reply STOP if you don't want more messages.
03
How to submit them to Meta
- 01
Open the template manager
In WhatsApp Manager, inside your Meta Business account, go to Message templates and click Create template.
- 02
Choose the category and name
Use the category shown on each template and its name, in lowercase with underscores. Set the language to English.
- 03
Paste the text and add samples
Copy the body with each template's button. Meta will ask for a sample for each variable: use the ones listed under each template.
- 04
Add the buttons and submit for review
Quick replies allow up to 25 characters. Meta usually responds within minutes, and within 24 hours at most.
04
Rules to get them approved
- Don't start or end the text with a variable, and don't put two variables next to each other.
- Use realistic samples for variables; Meta reviews them.
- No promotion in utility templates: no discounts, no “limited places”, no invitations.
- Always offer a way to opt out in marketing templates.
- Don't ask for sensitive data such as card numbers or full ID documents.
- Only message people who have consented to receive WhatsApp messages.
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