Mar 28, 2025 · 2 min read

WhatsApp Tightens Policies on Template Misuse

As per email received from a***n@meta.com on Mar 27, 2025.

Stricter measures against template misuse

Starting March 17, WhatsApp has introduced new measures to prevent misuse of our message template category guidelines. These will roll out globally by April 1. For businesses we detect as misusing our template categorization system to secure the utility category for templates that should be categorized as marketing, we will send written notice of this detection. If this misuse continues, we will apply the following restrictions:

  • Reject all approved utility templates
  • For 7 days – Disable category reviews for these templates
  • For 7 days – Disable creation of new utility templates
  • *We may extend these enforcements to 30 days if we find businesses continuing to misuse our categorization system.

Here is the email you might receive when WhatsApp determines there is a misuse of the template

This email is to notify you we have detected misuse of our template categorization guidelines from [WABA ID - WABA name]. To prevent these restrictions from being introduced, we strongly encourage you to stop using any approved utility template which should be categorized as marketing, per our guidelines. You can create new marketing templates if needed. Our developer documentation outlines our template category guidelines; how we categorize message templates; and has been updated to reference these new restrictions as well.

Please find external Docs for the same :

  • Template categorization (dev doc) - Updated March 12, 2025 to reflect new restrictions we are introducing. Will be linked in warning emails.
  • Template category guidelines (dev doc, explainer asset linked in dev docs) - Reflect how we categorize templates and how we define marketing vs. utility
  • Submitting an appeal - Clients can submit a new ticket via Business Support.

Conclusion

As highlighted above, WhatsApp has strengthened its policies on WhatsApp Business template misuse. As a key communication channel for reaching your target audience, WhatsApp’s utility is undeniable. However, while saving a few bucks by sending marketing content under a utility template might seem tempting, the risks tied to these stricter regulations far outweigh the short-term savings. Staying compliant is essential to maintaining trust and seamless communication with your audience.