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WhatsApp Template Rules

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Every part of a template — the name, header, body, footer, and buttons, has a character limit. And a few simple rules decide whether Meta approves your template or rejects it. Follow these, and you should be fine on your first try.

How Much You Can Type

Field Limit Details
Template Name Lowercase letters, numbers, and underscores only. No spaces, uppercase letters, or special characters.
Text Header Up to 60 characters with 1 variable allowed. Supports plain text only.
Body Text Up to 1,024 characters with multiple variables. Main content of the message.
Footer Text Up to 60 characters. Variables are not supported.
Buttons (Total) Up to 10 buttons per template. Can include a combination of supported button types.
Quick Reply Buttons Up to 10 buttons. Lets customers respond with a single tap.
URL Buttons Up to 2 buttons. Directs customers to a website or landing page.
Phone Buttons Up to 1 button. Allows customers to call a phone number directly.
Button Label Text Up to 25 characters. Applies to all button types.

Using Variables the Right Way

A variable is the part of your message that changes for each customer, like their name or order number. A few simple rules keep them from causing a rejection.

  • Don't start or end your message with a variable. Always open and close with real words.
  • Don't place two variables right next to each other. Put a word or two between them.
  • Number them in order, with no gaps — {{1}}, {{2}}, {{3}}, and so on.
  • Use enough real text around your variables. A message that's mostly variables and very little wording is more likely to get rejected.

A Few More Rules

  • Keep headers and footers plain — no emojis, no asterisks, no line breaks.
  • Don't use more than two line breaks in a row in your body text.
  • Don't copy the exact wording from a template you've already submitted. Meta treats matching body and footer text as a duplicate and rejects it.
Still Have Questions? Visit Our FAQ Page
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