Utility message
A template about something the customer already has with you: a reminder, confirmation or receipt. Meta charges for it per message.
Utility is one of Meta's template categories. It covers transactional messages: appointment reminders, booking confirmations, order updates, payment receipts, fee due notices.
Meta charges for a utility message per message plus GST, even while the 24-hour window is open. If a message's wording is promotional, Meta reclassifies it as marketing, which usually costs more.
Why it matters
Most of the messages a small business starts are utility messages, so they make up much of the monthly Meta bill.
Related terms
- Marketing messageA template that promotes something: an offer, a new batch, a recall. Charged per message, and sent only with the customer's consent.
- Message templateA message whose wording Meta has approved in advance, used when the business starts a conversation.
- Service messageA reply to a customer who messaged you, sent inside the 24-hour window. The first 1,000 a month are free per number.
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