Utility templates support the lifecycle of something the customer already did. A typical example is an order confirmation, a payment receipt, a delivery notification, or a subscription renewal notice.
Because they are expected and useful rather than promotional, utility templates are usually billed at a lower rate than marketing templates and tend to clear review more easily.
The line matters: a message that slips in a promotion or upsell can be reclassified as marketing. Keeping utility templates strictly transactional protects both pricing and approval.
