Messaggi utility vs marketing
Meta classifies WhatsApp templates as utility or marketing. Level uses both — and the category affects delivery rules.
Level message types
Utility (transactional)
Not subject to marketing frequency caps. Sent in response to customer actions.
| Flow | Purpose |
|---|---|
| Verifica COD | Conferma/cancel buttons on new order |
| COD reminder | Follow-up for pending orders |
| Thank you | After customer confirms |
| Annulla | After customer declines |
Marketing
Subject to Meta marketing limits and opt-in requirements.
| Flow | Purpose |
|---|---|
| Carrello abbandonato (reminder, nudge, offer, final) | Recover checkouts |
| Campaign broadcast | Segment-based promotions |
What this means for you
- COD messages deliver reliably as utility messages — no marketing cap
- Carrello abbandonato and campaigns may be deferred if Meta’s frequency limits are hit → Deferred sends
- Marketing messages require proper opt-in → WhatsApp opt-in
Correlati
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