Meta describes marketing templates as the most flexible category: anything meant to generate awareness, drive sales or retarget customers. A template with mixed content, for example an order update with a promotion, is also treated as marketing.
Three delivery rules are specific to this category (as of October 8, 2026). WhatsApp limits how many marketing templates a person receives across all businesses, so some messages are not delivered. It does not currently deliver marketing templates to United States phone numbers. And only marketing templates can use the carousel format.
To protect deliverability, marketing templates should only go to engaged, opted-in contacts. Recipients who block or report a campaign lower the quality rating of the template, and a template with a low rating can be paused.
Kanal sends marketing templates as WhatsApp campaigns to segments of opted-in Shopify customers, and in automations such as abandoned cart recovery.
