Use cases
Order notification emails are ignored; the same message on WhatsApp gets opened. Because order confirmations and dispatch alerts relate to a transaction the customer initiated, they qualify as utility templates — priced well below marketing messages, with rates that step down further as your monthly volume grows.
Each message hangs off a real event in the system.
Sending these as marketing templates is a common and expensive mistake. Utility categorisation is both cheaper and less likely to be reported by recipients, which protects your quality rating.
| Event | Message |
|---|---|
| Order created | Confirmation with items and total |
| Payment received | Receipt plus GST invoice |
| Ready or dispatched | Collection details or tracking link |
| Delivered | Confirmation and review request |
Yes. Meta prices utility templates well below marketing ones, and utility rates step down further as monthly volume rises.
No. They fire off order and fulfilment events in the system, so the message follows the order state automatically.
Connect your number through Meta Embedded Signup, keep ownership of your WhatsApp Business Account, and pay Meta directly for messages — we never add a markup.