Meta uses an automated system to scan and categorize message templates. While this process is designed to ensure policy compliance, it can occasionally misclassify templates.

Common reasons include:

• Promotional interpretation of wording – Even neutral phrases may be flagged as promotional.

• Calls-to-action (CTAs) – Phrases like “Shop now,” “Check here,” or similar action-based wording may trigger a Marketing tag.

• Unfamiliar phrasing or formatting – Variations in structure can affect classification.

• Strict compliance safeguards – Meta’s system is designed to err on the side of caution to prevent potential policy violations.

⚠️ Always review the assigned category after submitting a template.

How to Request a Review for Template Misclassification

If a Utility template is incorrectly categorized as Marketing, follow the steps below to request a review.

Step 1: Log in to Meta Business Manager

1. Go to Meta Business Manager.

2. Log in with your credentials.

3. Click the menu (☰) and select WhatsApp Manager.

4. Choose your WhatsApp Business Account.

5. Navigate to the Message Templates section.

Step 2: Identify the Affected Template

• Locate the template that was intended to be Utility but is marked as Marketing.

• Check the assigned category displayed next to the template name.

Step 3: Request a Review

1. Click on the affected template.

2. Look for options such as:

   • Request Review

   • Appeal Category

   • Dispute Categorization

3. Click on the available review option.

If the option is not visible immediately, check inside the template details panel.

Step 4: Submit Justification

A form will appear asking for an explanation. Provide a clear and structured justification including:

1. Purpose of the Template

Explain the transactional intent clearly.

Example:

“This template is used exclusively to confirm order shipments to customers. It does not contain any promotional or advertising content.”

2. Content Details

Clarify that:

• The message is strictly transactional.

• It contains no marketing offers.

• It is triggered only after a user action (e.g., purchase, order confirmation).

3. Reference Meta Guidelines

You may reference Meta’s definition of Utility messages:

“Meta guidelines define Utility messages as those containing important, expected information such as confirmations and updates.”

4. Attach Supporting Evidence (Optional)

• Workflow screenshots

• Trigger logic explanation

• Order confirmation journey details

Step 5: Submit the Request

• Click Submit.

• You should receive confirmation that Meta has received your appeal.

Step 6: Await Meta’s Response

• Review time is typically 1–3 business days.

• Updates will appear in:

  • Meta Business Manager

  • Registered email notifications

Step 7: Next Steps After Review

If Approved

• The template will be recategorized as Utility.

• You can proceed to use it as intended.

If Denied

1. Review Meta’s feedback carefully.

2. Edit the template to remove any language that may appear promotional.

3. Resubmit it as a new template.

4. Repeat the review process if necessary.

What If There Is No Review Option Available?

If you do not see a “Request Review” option:

1. Go to Meta Business Support.

2. Raise a support ticket.

3. Include:

   • Template name/ID

   • Explanation of the issue

   • Justification for Utility categorization

   • Supporting screenshots (if available)

Best Practices to Avoid Future Misclassification

• Avoid promotional tone in transactional templates.

• Remove sales-driven CTAs.

• Keep language clear, neutral, and event-based.

• Ensure the template is triggered only after a user action.

Conclusion

Template misclassification is a common occurrence due to Meta’s automated review safeguards. However, by providing a clear justification and following the appeal process, most Utility templates can be successfully recategorized.