According to WhatsApp Business API usage policies, brands can initiate conversations with end-users only through pre-approved message templates. You need at least one approved message template to create a WhatsApp campaign.
You cannot change the phone number after you create the message template.
The following are the elements of WhatsApp message templates, also known as the required parts: header, body, and buttons:
Name
The name input area is to name the message template. Use only lowercase letters, numbers, and underscores.
The message template name field is limited to 512 characters, while the message template content field is limited to 1024 characters.
Language
The language element must be the same as the language you use in the message. It will be used to match the language of the receiver base in the Segments step. For the English language, please select English (US).
Header
The header input area is optional. It can be None, Text, or Media, including images, videos, and documents.
Body
The body input area is to create the body of your message. It can only include 1024 characters, including the template variables. You can use emojis and dynamic variables by including {{1}}, {{2}}, etc., in the body.
The number of variables in a template is not limited.
User attributes will replace variables to personalize the message.
It supports Markdown options such as italics and bold for only one line. It breaks when you add a line. Use separate Markdown for each line.
The message body can contain up to 2 line breaks, creating a maximum of three text lines. More than two line breaks trigger the following validation error: Enter a Message Text of up to 2 line breaks to continue.
Remove extra line breaks before submitting the template. This limit applies separately to the main message body and each carousel card body.
Text Formatting
You can use the symbols in the table below to format the text in your WhatsApp messages:
Format | Application |
|---|---|
Bulleted list | Add an asterisk (*) or hyphen (-) followed by a space before your text. For example, * text or - text |
Numbered list | Start each line with a number, a period, and a space. For example, |
| Block quote | Place an angle bracket (>) followed by a space before the text. For example, > text |
Inline code | Enclose the text with backticks (`). For example, `text` |
Bold | Enclose the text with asterisks (*). For example, *text* |
Italic | Enclose the text with underscores (_). For example, _text_ |
| Enclose the text with tildes (~). For example, ~text~ |
Monospace | Enclose the text with three backticks (```). For example, ```text``` |
Footer
The footer input area is for providing additional information to the receivers. It is also an optional input field that can remain blank.
Buttons
Two types of buttons are available, and a single message template can carry both:
Quick Reply Buttons: They allow receivers to reply quickly to the message that you send.
You can find the templates with Quick Reply buttons under the Conversational message type in the Design step.
When you add quick reply buttons to your template, you can add the "Response" within the new campaign.
Call-to-Action (CTA) Buttons: You can use CTA buttons to increase engagement and drive users to take action, using the following CTA types:
Visit Website: Redirects users to a web page.
Call Phone Number: Allows users to call a phone number directly.
Copy Offer Code: Allows users to copy a promo or discount code.
Combining Call to Action and Quick Reply buttons
A message template holds up to 10 buttons in total, and one template can mix Call to Action and Quick Reply buttons.
Three rules shape how the buttons sit in the template:
Each family stays together. Place all Call to Action buttons in one group and all Quick Reply buttons in another. The two groups cannot be interleaved. Either group comes first; the choice is yours.
Your order is the recipient's order. The sequence you set in the template is the sequence shown in the preview and in the delivered message.
Marketing and Utility templates only. Authentication templates follow Meta's own button rules and don’t offer the combined set.
A Share Contact Info button cannot be combined with any other button. It must be the only button in the template.
When a template includes Quick Reply buttons, the campaign's Design step offers a response message for each one (up to ten), and campaign analytics report a row per reply button.