Text
You always need to have content in the main text field. Header/footer is optional.
Format body text with: Bold or Italics
To format your text, use asterisks for bold and underscores for italics — with no spaces between the symbol and the text.🟩 Bold text
✅ Correct:
*bold text*→ bold text
❌ Incorrect:* bold text *→ This won’t display properly🟦 Italic text
✅ Correct:
_italic text_→ italic text
❌ Incorrect:_ italic text _→ This won’t render correctly🚫 Don’t add emojis or extra spaces between the symbols and the text, it will break the formatting.
Header (optional) is always bold
Footer (optional) is grey
Text variables
You can personalize messages by using variables such as
{{preferred name}}, or custom properties.Variables can only be used in the body text of a template. They are not supported in the header or footer.
Always include a fallback value to make sure the message still makes sense, even if the data is missing.
CTA button
Use a CTA Button to link to a specific URL.
UTM parameters are added to any link automatically, so you can track performance. Read about our GA4 integration here.
You can’t use emojis in buttons.
Copy offer code
When tapped, the button copies the code to the customer’s clipboard. Use it in combination with a CTA button to make it easier to shop.
The coupon code is restricted to 15 characters
For coupon codes longer than 15 characters, add it to the body of the message or create a special UTM link for the button
If you use Shopify: Make sure you add the coupon code to “Track revenue using coupon code” and the button to correctly attribute the revenue in analytics.
Reply buttons
Add up-to 3 quick reply buttons
Emojis in reply buttons are only supported in Service templates.
If you're creating a Marketing or Utility template, make sure not to use emojis in the reply buttons, as they’re not supported.
Use a reply button to trigger a Journeys flow by adding it as the keyword trigger.
Image
For WhatsApp campaigns, please use images with a 16:9 ratio, a maximum file size of 5 MB, and in one of the following formats: .jpeg or .png.
Video
For WhatsApp, please use videos in .3gp or .mp4 format, with a maximum file size of 16 MB.
The audio codec for Video have to be mp4 format, video with an mp3 audio codec are not supported by Meta and will result in error when sending the Template.
For PDFs, the maximum file size is 100 MB.