Template category changed automatically

Jai

Hi Team,

I created a template and selected the Utility category while submitting.
But after approval, it’s showing as marketing.

I’m not sure why it got changed, I wanted to use it under Utility only. Could you please help?

snapshot

Hello Jai,

You’re definitely not the only one — this happens sometimes, and it’s a good thing you caught it early.

Just to confirm: was your template purely transactional, like an order confirmation, invoice, or service update?

Jai

Yes, exactly. It was a simple order confirmation with the order ID and delivery date. No offers or promotions.

snapshot

Got it. That does sound like it should ideally stay in Utility.

Sometimes, even if you select Utility, Meta reclassifies it to Marketing during their review — especially if the language feels even slightly promotional (like using words such as “exciting,” “enjoy,” or “thank you for your purchase”).

Jai

Let me share the content, that i have added

snapshot

Sure, that would be great

Jai

Hi {{1}}, thank you for shopping with us! 🎉 Your order {{2}} has been confirmed. We appreciate your business and hope you enjoy your purchase. Track your order here: {{3}}

I really wanted it to go under Utility, but it got marked as Marketing.

snapshot

Thanks for sharing that, this helps a lot!

So here's what likely triggered the change to Marketing:

The phrase “thank you for shopping with us” sounds promotional
The use of “🎉” (emoji) and “hope you enjoy your purchase” gives a marketing tone
Even “appreciate your business” is seen as customer engagement, not a utility update

Meta is quite strict — even a small phrase that feels like branding or delighting the customer can push the template into Marketing.

Jai

If you want to use this as a Utility template (for transactional messages like order confirmations), we can make it more neutral.

snapshot

Try something like this, it's just a reference:-

Hi {{1}}, your order {{2}} has been confirmed. You can track it here: {{3}}. Please contact us if you need help.

Jai

Sure, Thank You for your help