Every template carries a category, and Meta bills each category at a different rate. As of October 2026, reported India rates are about ₹0.86 for marketing and ₹0.115 for utility and authentication, before 18% GST. Check Meta's current rate card before you budget.
How Meta decides
Utility templates are about a transaction the customer already started: an order confirmation, a delivery update, an appointment reminder. Anything that promotes, even gently, is marketing. Meta can reclassify a template to marketing if its content reads as promotional.
Keep utility templates clean
Leave discounts, upsells and "shop again" lines out of order updates. Put them in a separate marketing template with an opt-out line.
baseNode's template check warns you when a utility template contains promotional wording, before you submit it.
Use the library
Our template library has ready-made utility and marketing templates for e-commerce, education, healthcare, real estate, restaurants and services, already written in the style Meta tends to approve.