When you submit a template, Meta reads its content and checks it against the category you chose. If Meta disagrees, one of two things happens.
Rejected with INCORRECT_CATEGORY #
The template is refused because its content doesn’t match the category you picked, most often a utility template that reads as promotional. You can:
- Edit the content so it fits the category you want, and resubmit; or
- Resubmit under the category Meta expects; or
- Request a review in WhatsApp Manager if you believe your category was right.
Approved, but as Marketing #
Since 9 April 2025, Meta may assign the category itself. A utility template it judges to be marketing is approved as Marketing rather than rejected. The template works, but it costs marketing rates and needs marketing-grade opt-in, so check the Category column on your Template Messages page after approval rather than assuming your choice stuck.
If you disagree #
- You can request a review in WhatsApp Manager for utility or marketing templates that were rejected, and for marketing templates that were approved. If the review succeeds, the category changes; if not, it stays.
- Category changes can be reviewed and appealed in Meta’s Business Support Home within 60 days.
- You cannot edit the category of an approved template. Create a new one instead.
Getting utility templates to stay utility #
Remove every promotional line, discount, upsell and marketing call to action. State only the facts of the transaction the customer is already part of.
Source: Meta: Template categorization. Meta changes these rules from time to time, so check the source if something looks different in your account.