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Galantis supports three campaign types. The type of a campaign is determined by the template you select — specifically, the template’s Meta-approved category (MARKETING or UTILITY) and its message format (standard, single product, multi-product, or whole catalog). Choosing the right type for the right use case keeps your messaging compliant and protects your phone number’s quality rating.

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What this covers

  • The three campaign types and their intended use cases
  • How campaign type is determined
  • Why matching type to content matters for compliance

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Campaign types

Promotional campaigns use templates in the MARKETING category. They are designed for messages that offer value, drive action, or announce something to the customer.Common use cases:
  • Discount offers and sale announcements
  • New product launches
  • Seasonal or event-based promotions
  • Re-engagement messages for lapsed customers
  • Flash sales with time-limited offers
Promotional campaigns typically have the highest engagement potential — customers who have opted in are often receptive to well-timed, relevant offers. They also carry the highest per-message cost on Meta’s pricing model, which varies by country.
Promotional content must be submitted under the MARKETING template category. Using a UTILITY template to send promotional content is a Meta policy violation and a common cause of template rejection or phone number quality downgrade.

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How campaign type is determined

Campaign type is not a setting you select explicitly. It is derived automatically from the template you assign to the campaign:
Template categoryTemplate formatResulting campaign type
MARKETINGStandard (text, image, video)Promotional
UTILITYStandardInformational
MARKETINGSINGLE_PRODUCT_MESSAGE, MULTI_PRODUCT_MESSAGE, WHOLE_CATALOGCatalog

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Why type accuracy matters

Meta enforces category compliance at the template level — both during the approval review and after a template is live through quality monitoring. Mismatched category and content is one of the most common causes of template rejection. Beyond rejection, sending promotional content through Utility templates to benefit from lower pricing is a policy violation that can result in your template being paused and your phone number receiving a quality downgrade. We recommend reviewing the Quality & Deliverability guide before configuring your first campaign template category.