Utility vs Marketing Templates: Key Differences

Here’s a simple explanation of the difference between utility templates and marketing templates, followed by a summary table.

1. Utility Templates

• These are used to send important, transactional, or service-related messages to customers.
  
  

• Examples: OTPs, payment confirmations, order updates, account alerts, appointment reminders.
  
  

• Goal: Provide information or facilitate a service rather than promote a product.
  
  

• Usually expected by customers and have higher trust and open rates.
  
  

2. Marketing Templates

• These are used to promote products, services, offers, or campaigns.
  
  

• Examples: Discounts, new product launches, event invitations, promotional messages.
  
  

• Goal: Drive sales or engagement rather than deliver critical information.
  
  

• Needs to follow WhatsApp/Meta guidelines strictly to avoid being flagged as spam.
  
  

Summary Table