Tips & Ideas for Marketing and Utility Messages on WhatsApp

admin
May 14, 2025
12:56 pm

Introduction

WhatsApp has evolved far beyond a personal messaging app — it’s now a strategic business tool used by brands to connect, convert, and retain customers at scale. With over 2 billion active users globally, the WhatsApp Business API allows companies to automate outreach, personalize communication, and deliver timely updates with ease. That’s where SAMWAD comes in. As a smart WhatsApp API solution provider, SAMWAD simplifies everything — from message creation to campaign automation. Whether you’re running a marketing campaign or sending essential transaction alerts, SAMWAD ensures your messaging stays compliant, efficient, and impactful.

And as Meta continues to enhance the WhatsApp Business ecosystem, staying updated with its guidelines is crucial — especially when it comes to template categorization.

🗓️ Meta’s April 9, 2025 Update: Important Change to Template Categorization

On April 9, 2025, Meta announced that it will no longer support the allow_category_change property during template creation. This property previously gave Meta the flexibility to automatically reassign a template’s category — for example, changing a utility template to “marketing” if the content was promotional.

Now, this behavior is the default.

This means you must accurately categorize your templates during submission. Meta will review and reclassify them as needed, but you no longer have control over opting into that behavior via the allow_category_change field.

This update emphasizes the importance of understanding the differences between marketing and utility messages, so your templates don’t get delayed or rejected.

Let’s now explore how you can craft effective and compliant marketing and utility messages on WhatsApp — and how SAMWAD can help you do it right.

Why Proactive Messaging on WhatsApp Matters

While WhatsApp is well-known for quick, real-time customer support, businesses can do much more when they take the initiative. With proactive messaging, companies can:

Spark interest with time-sensitive offers

Reduce support load by sharing updates before questions arise

Stay top-of-mind with customers through meaningful touchpoints

And when done via the WhatsApp Business API, it becomes scalable, trackable, and highly personalized — especially when powered by tools like SAMWAD, which makes proactive messaging simple and compliant.

Let’s explore how to use both marketing and utility message templates strategically.

🔥 Marketing Messages: Drive Sales & Engagement

Marketing messages are used to promote your brand, products, or services. They’re designed to start a new conversation — unlike utility messages, which follow a user-initiated action.

Here are some proven strategies and examples:

🎟️ 1. Send Time-Sensitive Offers

Trigger urgency with limited-time discounts:

“Get 20% off your first order! Offer valid till midnight. Tap to shop now 👉 [link]”

📌 Tip: Combine urgency with an incentive (like free shipping) to increase click-throughs.

🛒 2. Recover Abandoned Carts

Nudge users to complete purchases they left behind:

“Hey [Name], you left something in your cart! Complete your order now and enjoy an extra 10% off.”

📌 Tip: Automate these reminders to send 1–3 hours after abandonment for best results.

🤝 3. Assist High-Consideration Buyers

Guide users in choosing the right product:

“Still comparing? Chat with our team now to find your perfect skincare routine!”

📌 Tip: This works great for real estate, electronics, or luxury brands.

📊 Marketing Message Best Practices:

Use clear CTAs (e.g., “Shop now”, “Claim offer”)

Personalize with names or product references

Avoid generic sales language — be specific

Always ensure opt-in before messaging

🛠️ Utility Messages: Automate and Inform

Utility messages are triggered after a user action, like making a purchase or booking a service. They must be informative and non-promotional in tone.

Here’s how to use utility messages effectively:

✅ 1. Confirm Transactions

Give instant confirmation after payment:

“Thanks for your payment of ₹1,200. Your order #48329 is confirmed and will ship in 2 days.”

📌 Tip: Include tracking links or expected delivery times.

💳 2. Friendly Payment Reminders

Reduce missed payments with gentle nudges:

“Hi [Name], your subscription payment of ₹499 is due tomorrow. Pay now to avoid interruption.”

📌 Tip: Use automation to send these reminders 24 hours before due dates.

📝 3. Request Feedback

Ask for reviews or ratings post-purchase:

“How did we do? Tap below to rate your recent delivery experience and help us improve!”

📌 Tip: Keep it one-tap and don’t include offers here — that would shift the message to marketing.

🧩 Categorization Guide: Utility vs. Marketing

Understanding what qualifies as a utility or marketing message is critical, especially with Meta now automatically assigning categories based on content.

📌 Pro Tip: Don’t try to pass marketing content as utility — Meta may reject or reclassify it.

🚀 How SAMWAD Makes Messaging Easy & Compliant

SAMWAD streamlines your entire WhatsApp messaging workflow. Here’s how it helps with both utility and marketing messages:

✅ No-Code Template Builder – Create templates with dynamic variables and submit for approval easily.

📩 Category Guidance – Clearly tag your template as Utility or Marketing — SAMWAD checks for compliance.

🕒 Automated Campaign Scheduling – Send messages at the right time, to the right users, without manual effort.

📊 Integrated Performance Dashboard – Track message delivery, clicks, responses, and more.

📥 Easy Opt-In Tools – Capture user consent with QR codes, widgets, and forms to stay compliant with WhatsApp policies.

Whether you’re launching festive discounts, sending payment reminders, or requesting feedback, SAMWAD helps you do it quickly, correctly, and at scale.