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MESSAGING AND TEMPLATES
Template recategorisation
Template recategorisation is Meta changing the category of an already approved template, most often from utility to marketing, after an automated or manual review finds the content or the way it is being used to be promotional. The change takes effect on a stated date and the template is billed at the new rate from then on.
template categoryutility templatemarketing templatetemplates
Why it matters
A utility template recategorised to marketing costs seven times as much in India and becomes subject to caps, pacing and the US pause. Common triggers: offers or upsells in transactional wording, sending "order updates" to people with no order, and cart or wishlist reminders that read as promotion. Meta emails the WABA admin, which many teams miss.
In VGraple CRM
The template list flags recategorisation notices from Meta's webhook the moment they arrive, shows the effective date, and updates broadcast cost previews so a campaign is never priced on a stale category. The builder's wording checks catch the usual causes before submission.