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MESSAGING AND TEMPLATES
Marketing template
A marketing template is a WhatsApp message template whose purpose is promotional: offers, product launches, newsletters, re-engagement and any message that invites a purchase or an action the customer did not ask for. It is the most expensive category, requires prior opt-in, and is subject to Meta's per-user frequency cap and pacing.
utility templatefrequency cappingerror 131049template pacing
Why it matters
Marketing is where the money and the risk are. At Rs 0.8631 per delivered message in India it is seven times the utility rate, it is the category that Meta throttles (error 131049), paces on first send, pauses on poor engagement (132015) and bans entirely for United States numbers since April 2025. Marketing sends also drive most blocks and quality-rating drops.
In VGraple CRM
Broadcasts using marketing templates run through delivery protection: eligibility checks for opt-out and recent marketing frequency, pacing that starts low and ramps as Meta accepts, automatic hold on 131049 and 132015 with a one-click retry later, and a cost preview before sending. Marketing to United States numbers is skipped with the reason shown per recipient.
Related terms
Utility template, Frequency capping, Error 131049, Template pacing, Opt-in.