Template formats

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The common steps

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Guides by format

Custom message

Available in Marketing and Utility. It’s the most flexible format and the recommended starting point.

What it’s for

• Marketing: promo announcements, product launches, discount coupons, event invitations, win-back campaigns for inactive customers.
• Utility: purchase confirmations, shipping notices, appointment reminders, invoice due dates, ticket status changes.

Step by step

1. In step 2, pick the category (Marketing or Utility) and then Custom message.
2. In step 3, pick the message type: Text, Image, Video, or Document.
   • With Text you can add a text header (optional, up to 60 characters, supports 1 parameter).
   • With Image, Video, or Document you have to upload the file. That asset is what the customer sees as the header.
3. Write the message body (required). Use Add parameter to insert values that change per contact (name, order number, amount). For each parameter, fill in its label and an example.
4. Optionally write a footer (up to 60 characters). Useful for short notices like “Reply STOP to opt out”.
5. In step 4, add the buttons you need.
6. Check the preview and confirm.

Type	Maximum	What it’s for
Route to workflow	10	The customer replies with one tap and you can route them to a workflow.
URL	2	Opens a web page. Can be fixed or have a variable portion per contact.
Contact	1	Calls one of the business’s phone numbers. Can’t be combined with the call button.
Call	1	Can’t be combined with the contact button.

Carousel

Marketing category. A text message followed by a set of swipeable cards, each with its own image or video and its own buttons.

What it’s for

• Showing several promotions at once (by category, by store, by size).
• Featuring the week’s best sellers.
• Showing several plans or bundles so the customer can compare and choose.
• A visual catalog when you don’t have a catalog connected to Meta.

Step by step

1. In step 2, pick Marketing and then Carousel.
2. In step 3, write the message body: the text that appears above the cards (required, up to 900 characters, supports up to 9 parameters). It’s the hook of the message.
3. Pick the card header type: Image or Video. Every card shares the same type; you can’t mix them.
4. Press Add card for each card you need. You can create 1 to 10; the button is disabled once you reach 10.
5. In each card, write its content (required, up to 120 characters). Line breaks aren’t allowed inside a card; if you need to separate ideas, use another card.
6. If a card needs variable values, give it its own parameters with a label and example. Each card handles its own, independent from the body.
7. Use the X in the corner of a card to delete it.
8. In step 4, set up the buttons: the buttons you add apply to every card in the carousel, and each card must have at least one and at most two. Only the destination changes per card (for example, each product’s URL); the type and the name are shared.
9. Check the preview by swiping through the cards and confirm.

Each card’s image or video shows a placeholder asset while you create the template. The real file for each card is defined when you create the campaign.

Limited-time offer

Marketing category. Shows an offer title with a countdown timer and, optionally, a promo code the customer copies with one tap.

What it’s for

• Flash sales and offers lasting a few hours.
• Coupons with an expiration date.
• Urgency campaigns: “final hours”, “today only”.

Step by step

1. In step 2, pick Marketing and then Limited-time offer.
2. In step 3, pick the message type: Image or Video. This format doesn’t accept text-only or documents.
3. Write the offer title (required, maximum 16 characters). It’s the text next to the timer — for example 50% OFF today.
4. Check Add an expiration period to this offer if you want to show the countdown. The preview shows a sample date: the real date is set when you create the campaign.
5. Write the message body (required, up to 600 characters in this format).
6. In step 4, set up the buttons:
   • URL button: required. Takes the customer to the store or the offer page. Can be fixed or have a variable portion per contact — in that case you have to provide a full example URL.
   • Copy code: optional. Adds a promo code the customer copies with one tap; you have to enter a sample code.
7. Confirm.

The URL button’s name can’t be the same as the copy-code button’s name.

WhatsApp Flow

Available in Marketing and Utility. Adds a button that opens a WhatsApp flow — a form or guided process inside the chat. Only available on WhatsApp Cloud channels.

What it’s for

• Marketing: event registration, interest surveys, quote requests.
• Utility: appointment scheduling, data updates, post-sale satisfaction surveys.

Step by step

1. In step 2, pick Marketing or Utility and then WhatsApp Flow.
2. In step 3, pick the message type: Text, Image, Video, or Document. With Text you can add a header; with the others you have to upload the file.
3. Write the message body (required) and, if you want, the footer.
4. In step 4, set up the flow button:
   • Write the button name (between 2 and 24 characters).
   • Pick the flow from the channel’s list of flows.
   • Pick the screen the flow will open on. The list loads after you pick the flow.
5. Confirm.

Authentication

Authentication category. Sends a one-time code. It’s the only format whose content you don’t write: it’s generated automatically.

What it’s for

• Login verification.
• Confirming a transaction or a change to sensitive data.
• Password recovery.

Requirement: the account’s portfolio must be verified in Meta.Step by step

1. In step 2, pick Authentication. There are no subformats to select.
2. In step 3 you’ll see the notice that the content isn’t editable. The body is built from the language you picked in step 1:
   • Spanish: Tu código de verificación es {{1}}.
   • English: {{1}} is your verification code.
   • Portuguese: Seu código de verificação é {{1}}.
3. Check any additional options you want:
   • Add security recommendation: appends “For your security, do not share it.”
   • Add an expiration time for the code: appends “This code expires in N minutes” to the footer. The value must be between 1 and 90; outside that range you’ll see “Enter a value between 1 and 90”.
4. In step 4 you’ll see the Copy code button, created automatically. You can change its text.
5. Confirm.

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Changing the format

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Notes

• Parameters can’t sit at the very start or end of the text, and consecutive line breaks aren’t allowed.
• Button names can’t repeat within the same template.
• Only approved templates can be used in campaigns.