You probably have a JPEG, TIFF or PSD file selected. These files have the white balance already 'baked in', so the only extra options you get are 'Auto' and 'Custom'. You only get more options with a RAW file.
I think you are referring to the white balance settings. If the image is a camera raw image you will see a number of white balance preset options. If the image is already pixels, like a jpeg, you only get three options.