Template Elements

Template structure: headers, body, footer, buttons, variables, and practical limits.

Core Components

Template structures are built from:

  • HEADER (optional) — text, image, video, document, or location
  • BODY (required for most categories) — the main message text with variables
  • FOOTER (optional) — small text below the body
  • BUTTONS (optional) — quick reply, URL, phone, or copy-code actions

Header Formats

Supported header formats:

  • TEXT — plain text, supports one variable
  • IMAGE — JPEG or PNG image
  • VIDEO — MP4 video
  • DOCUMENT — PDF or other document types
  • LOCATION — when supported by your account/version

For media handling, see Media Messages and Upload, Retrieve & Delete Media.

Variable Rules

Use numbered placeholders: {{1}}, {{2}}, {{3}}, etc.

Best practices:

  • Keep variable ordering stable.
  • Provide clear example values for review.
  • Avoid consecutive placeholders without context text between them.

Practical Limits

ElementTypical limit
Header textUp to 60 characters
Body textUp to 1024 characters
Footer textUp to 60 characters
Quick reply buttonsUp to 3
CTA buttonsTypically up to 2 URL + 1 phone

Limits can evolve by Graph API version and account capability — validate in your current environment.

For sending templates with variables, media headers, and buttons, see Sending Template Messages.

Related

  • TemplatesTemplate lifecycle, categories, and management through Dualhook and Meta Graph API.
  • Sending Template MessagesHow to send template messages via Cloud API with variables, media headers, and URL buttons.
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