The parts of a WhatsApp template
A WhatsApp template is a message you get approved by Meta before you send it from the WhatsApp Business Platform. Every template has a body. The header, footer and buttons are optional. These are the limits from Meta's template components guide and its supported media page, which the tool checks as you type.
| Part | Limit | Notes |
|---|---|---|
| Header (text) | 60 characters | Optional. One variable at most. No formatting symbols. |
| Header (media) | Image, video, GIF or document | Optional. Images are JPEG or PNG up to 5 MB, videos MP4 or 3GP up to 16 MB, documents up to 100 MB. |
| Body | 1,024 characters | Required. Text with formatting and variables. |
| Footer | 60 characters | Optional. Plain text, shown in grey under the body. |
| Buttons | Up to 10 | Quick replies up to 10, website buttons up to 2, one call button, one copy code button. |
| Button text | 25 characters | Website addresses up to 2,000 characters, phone numbers up to 20. |
Buttons: what Meta allows
- Quick replies send a short answer back to you, such as "Yes, ship it". Up to 10.
- Visit website opens a link. Up to 2. The link can end in one variable, such as an order number.
- Call phone number starts a call. One per template.
- Copy code copies a coupon code. One per template, code up to 20 characters.
Keep quick replies together, either before or after the other buttons. Meta accepts quick reply, quick reply, website, call, but rejects quick reply, website, quick reply. With more than three buttons, people see two and the rest sit behind "See all options". A template with four or more buttons, or quick replies mixed with other buttons, can't be viewed on WhatsApp desktop.
Variables and sample values
Variables are placeholders such as {{1}} that you fill in for each customer, like their name or order number. Number them in order from {{1}} with no gaps. When you submit a template, Meta asks for a sample of each one so its reviewers can read the message as a customer would. Type samples into the tool and the preview shows them highlighted.
Marketing, Utility or Authentication?
Meta puts every template in one of three categories. Utility covers updates on something the customer started, such as an order or a booking. Marketing covers everything that promotes, including cart reminders and offers. Authentication is for one-time passwords. The category decides the price per message, so the tool gives you a hint as you write. It is a hint, not Meta's decision. For how review works and why templates get rejected, read WhatsApp template approval, and for the cost of each category, the WhatsApp pricing calculator.
Using the mockups
Download PNG saves the phone preview as an image, sized for slides and approval docs. Copy API JSON gives you the template in the shape of Meta's create-template call, with your samples filled in, ready for a developer or your BSP. Media headers need an asset handle from Meta's upload API, so that field is a placeholder.
Need the copy, not just the preview? The Message Museum has 120 WhatsApp, email and SMS templates for every D2C journey, and the WhatsApp text formatter is the quick version of this tool for everyday messages.
Questions about template preview
What is the character limit for a WhatsApp template?
The body can be up to 1,024 characters. A text header can be up to 60 characters and the footer up to 60. Button text is limited to 25 characters.
How many buttons can a WhatsApp template have?
Up to 10 in total: up to 10 quick replies, up to 2 website buttons, 1 call button and 1 copy code button. Quick replies must sit together, before or after the other buttons.
What image size does a WhatsApp template header accept?
JPEG or PNG up to 5 MB. Videos can be MP4 or 3GP up to 16 MB, and documents up to 100 MB. Meta lists file types and sizes, not pixel dimensions.
Can I use bold or italics in a WhatsApp template?
Yes, in the body. Meta does not allow formatting symbols in a text header.
How do variables work in WhatsApp templates?
Write {{1}}, {{2}} and so on where personal details go, numbered in order from 1. Meta asks for a sample value for each one when you submit the template.
Is a cart reminder a Marketing or Utility template?
Marketing. Utility is for updates on something the customer started, such as an order they placed. Reminders and offers count as Marketing.
Does the preview look exactly like WhatsApp?
Closely, but not exactly. WhatsApp renders messages slightly differently by phone, app version and dark mode. Use the preview to check content, length and layout, then send yourself a test before a campaign.
Is this WhatsApp template preview free?
Yes. There is no sign-up, and the text and images you add stay in your browser.
More free tools
Calculators, guides and tools for D2C brands, all free. See them all.