Template Components

Templates are made up of four primary components which you define when you create a template: header, body, footer, and buttons. The components you choose for each of your templates should be based on your business needs. The only required component is the body component.

Some components support variables, whose values you can supply when using the Cloud API or On-Premises API to send the template in a template message. If your templates use variables, you must include sample variable values upon template creation.

Headers

Headers are optional components that appear at the top of template messages. Headers support text, media (images, videos, documents), and locations. Templates are limited to one header component.

Text Headers

Syntax

{
  "type": "HEADER",
  "format": "TEXT",
  "text": "<TEXT>",

  # Required if <TEXT> string contains variables
  "example": {
    "header_text": [
      "<HEADER_TEXT>"
    ]
  }
}

Properties

Example

{
  "type": "HEADER",
  "format": "TEXT",
  "text": "Our {{1}} is on!",
  "example": {
    "header_text": [
      "Summer Sale"
    ]
  }
}

Media Headers

Media headers can be an image, video, or a document such as a PDF. All media must be uploaded with the Resumable Upload API. The syntax for defining a media header is the same for all media types.

Syntax

{
  "type": "HEADER",
  "format": "<FORMAT>",
  "example": {
    "header_handle": [
      "<HEADER_HANDLE>"
    ]
  }
}

Properties

Example

{
  "type": "HEADER",
  "format": "IMAGE",
  "example": {
    "header_handle": [
      "4::aW..."
    ]
  }
}

Location Headers

Location headers appear as generic maps at the top of the template and are useful for order tracking, delivery updates, ride hailing pickup/dropoff, locating physical stores, etc. When tapped, the app user's default map app will open and load the specified location. Locations are specified when you send the template using the Cloud API or On-Premises API.

Location headers can only be used in templates categorized as UTILITY or MARKETING. Real-time locations are not supported.

Syntax

{
  "type": "HEADER",
  "format": "LOCATION"
}

Properties

Property values cannot be customized.

Example

{
  "type": "HEADER",
  "format": "LOCATION"
}

Body

Body components are text-only components and are required by all templates. Templates are limited to one body component.

Syntax

{
  "type": "BODY",
  "text": "<TEXT>",
  
  # Required if <TEXT> string contains variables
  "example": {
    "body_text": [
      [
        <BODY_TEXT>
      ]
    ]
  }
}

Properties

Example

{
  "type": "BODY",
  "text": "Shop now through {{1}} and use code {{2}} to get {{3}} off of all merchandise.",
    "example": {
      "body_text": [
        [
          "the end of August","25OFF","25%"
        ]
      ]
    }
}

Footer

Footers are optional text-only components that appear immediately after the body component. Templates are limited to one footer component.

Syntax

{
  "type": "FOOTER",
  "text": "<TEXT>"
}

Properties

Example

{
  "type": "FOOTER",
  "text": "Use the buttons below to manage your marketing subscriptions"
}

Buttons

Buttons are optional interactive components that perform specific actions when tapped. Templates can have a mixture of up to 10 button components total, although there are limits to individual buttons of the same type as well as combination limits. These limits are described below.

Buttons are defined within a single buttons component object, packed into a single buttons array. For example, this template uses a phone number button and a URL button:

{
  "type": "BUTTONS",
  "buttons": [
    {
      "type": "PHONE_NUMBER",
      "text": "Call",
      "phone_number": "15550051310"
    },
    {
      "type": "URL",
      "text": "Shop Now",
      "url": "https://www.luckyshrub.com/shop/"
    }
  ]
}

If a template has more than three buttons, two buttons will appear in the delivered message and the remaining buttons will be replaced with a See all options button. Tapping the See all options button reveals the remaining buttons.

Copy Code Buttons

Copy code buttons copy a text string (defined when the template is sent in a template message) to the device's clipboard when tapped by the app user. Templates are limited to one copy code button.

Syntax

{
  "type": "COPY_CODE",
  "example": "<EXAMPLE>"
}

Properties

Example

{
  "type": "COPY_CODE",
  "example": "250FF"
}

Flows Buttons

Flows buttons are for sending Flows Messages as templates. Templates are limited to one Flows button.

Flows can quickly be built in the playground and attached as JSON, or an existing Flow ID can be specified.

Syntax

{
  "type": "FLOW",
  "text": "<TEXT>",
  "flow_id": "<FLOW_ID>",
  "flow_json": "<FLOW_JSON>", 
  "flow_action": "<FLOW_ACTION>",
  "navigate_screen": "<NAVIGATE_SCREEN>"
}

Properties

Example

{
  "type": "FLOW",
  "text": "Sign up",
  "flow_action": "navigate",
  "navigate_screen": "WELCOME_SCREEN"
  "flow_json" : {
    "version": "3.1",
    "screens": [
        {
            "id": "WELCOME_SCREEN",
            "layout": {
                "type": "SingleColumnLayout",
                "children": [
                    {
                        "type": "TextHeading",
                        "text": "Hello World"
                    },
                    {
                        "type": "TextBody",
                        "text": "Let's start building things!"
                    },
                    {
                        "type": "Footer",
                        "label": "Complete",
                        "on-click-action": {
                            "name": "complete",
                            "payload": {}
                        }
                    }
                ]
            },
            "title": "Welcome",
            "terminal": true,
            "success": true,
            "data": {}
        }
    ]
  }
}

MPM Buttons

Multi-product message (MPM) buttons are special, non-customizable buttons that, when tapped, display up to 30 products from your ecommerce catalog, organized in up to 10 sections, in a single message. See Multi-Product Message Templates.

OTP Buttons

One-time password (OTP) buttons are a special type of URL button component used with authentication templates. See Authentication Templates.

Phone Number Buttons

Phone number buttons call the specified business phone number when tapped by the app user. Templates are limited to one phone number button.

Syntax

{
  "type": "PHONE_NUMBER",
  "text": "<TEXT>",
  "phone_number": "<PHONE_NUMBER>"
}

Properties

Example

{
  "type": "PHONE_NUMBER",
  "text": "Call",
  "phone_number": "15550051310"
}

Quick Reply Buttons

Quick reply buttons are custom text-only buttons that immediately message you with the specified text string when tapped by the app user. A common use case-case is a button that allows your customer to easily opt-out of any marketing messages.

Templates are limited to 10 quick reply buttons. If using quick reply buttons with other buttons, buttons must be organized into two groups: quick reply buttons and non-quick reply buttons. If grouped incorrectly, the API will return an error indicating an invalid combination.

Examples of valid groupings:

• Quick Reply, Quick Reply
• Quick Reply, Quick Reply, URL, Phone
• URL, Phone, Quick Reply, Quick Reply

Examples of invalid groupings:

• Quick Reply, URL, Quick Reply
• URL, Quick Reply, URL

When using the Cloud API or On-Premises API to send a template that has multiple quick reply buttons, you can use the index property to designate the order in which buttons appear in the template message.

Syntax

{
  "type": "QUICK_REPLY",
  "text": "<TEXT>"
}

Properties

Example

{
  "type": "QUICK_REPLY",
  "text": "Unsubscribe from Promos"
}

SPM Buttons

Single-product message (SPM) buttons are special, non-customizable buttons that can be mapped to a product in your product catalog. When tapped, they load details about the product, which it pulls from your catalog. Users can then add the product to their cart and place an order. See Single-Product Message Templates and Product Card Carousel Templates.

URL Buttons

URL buttons load the specified URL in the device's default web browser when tapped by the app user. Templates are limited to two URL buttons.

Syntax

{
  "type": "URL",
  "text": "<TEXT>",
  "url": "<URL>",

  # Required if <URL> contains a variable
  "example": [
    "<EXAMPLE>"
  ]
}

Properties

Example

{
  "type": "URL",
  "text": "Shop Now",
  "url": "https://www.luckyshrub.com/shop?promo={{1}}",
  "example": [
    "summer2023"
  ]
}

Limited-Time Offer

Limited-Time Offer components are special components used to create limited-time offer templates.

Example Requests

Seasonal Promotion

An example request to create a marketing template with the following components:

• a text header with a variable and sample value
• a text body with variables and sample values
• a text footer
• two quick-reply buttons

curl -L 'https://graph.facebook.com/v21.0/102290129340398/message_templates' \
-H 'Authorization: Bearer EAAJB...' \
-H 'Content-Type: application/json' \
-d '
{
  "name": "seasonal_promotion",
  "language": "en_US",
  "category": "MARKETING",
  "components": [
    {
      "type": "HEADER",
      "format": "TEXT",
      "text": "Our {{1}} is on!",
      "example": {
        "header_text": [
          "Summer Sale"
        ]
      }
    },
    {
      "type": "BODY",
      "text": "Shop now through {{1}} and use code {{2}} to get {{3}} off of all merchandise.",
      "example": {
        "body_text": [
          [
            "the end of August","25OFF","25%"
          ]
        ]
      }
    },
    {
      "type": "FOOTER",
      "text": "Use the buttons below to manage your marketing subscriptions"
    },
    {
      "type":"BUTTONS",
      "buttons": [
        {
          "type": "QUICK_REPLY",
          "text": "Unsubscribe from Promos"
        },
        {
          "type":"QUICK_REPLY",
          "text": "Unsubscribe from All"
        }
      ]
    }
  ]
}'

Order Confirmation

An example request to create a utility template with the following components:

• a document header with a sample value
• a text body with variables and sample values
• a phone number button
• a URL button

curl -L 'https://graph.facebook.com/v16.0/102290129340398/message_templates' \
-H 'Authorization: Bearer EAAJB...' \
-H 'Content-Type: application/json' \
-d '
{
  "name": "order_confirmation",
  "language": "en_US",
  "category": "UTILITY",
  "components": [
    {
      "type": "HEADER",
      "format": "DOCUMENT",
      "example": {
        "header_handle": [
          "4::YX..."
        ]
      }
    },
    {
      "type": "BODY",
      "text": "Thank you for your order, {{1}}! Your order number is {{2}}. Tap the PDF linked above to view your receipt. If you have any questions, please use the buttons below to contact support. Thank you for being a customer!",
      "example": {
        "body_text": [
          [
            "Pablo","860198-230332"
          ]
        ]
      }
    },
    {
      "type": "BUTTONS",
      "buttons": [
        {
          "type": "PHONE_NUMBER",
          "text": "Call",
          "phone_number": "15550051310"
        },
        {
          "type": "URL",
          "text": "Contact Support",
          "url": "https://www.luckyshrub.com/support"
        }
      ]
    }
  ]
}'

Order Delivery Update

An example request to create a utility template with the following components:

• a location header
• a text body with variables and sample values
• a footer
• a quick reply button

curl 'https://graph.facebook.com/v21.0/102290129340398/message_templates' \
-H 'Content-Type: application/json' \
-H 'Authorization: Bearer EAAJB...' \
-d '
{
  "name": "order_delivery_update",
  "language": "en_US",
  "category": "UTILITY",
  "components": [
    {
      "type": "HEADER",
      "format": "LOCATION"
    },
    {
      "type": "BODY",
      "text": "Good news {{1}}! Your order #{{2}} is on its way to the location above. Thank you for your order!",
      "example": {
        "body_text": [
          [
            "Mark",
            "566701"
          ]
        ]
      }
    },
    {
      "type": "FOOTER",
      "text": "To stop receiving delivery updates, tap the button below."
    },
    {
      "type":"BUTTONS",
      "buttons": [
        {
          "type": "QUICK_REPLY",
          "text": "Stop Delivery Updates"
        }
      ]
    }
  ]
}'

Component Update Webhook

Subscribe to the message_template_components_update webhook field to receive notification of changes to a template's components, like a change in title or body, or an addition of a button.

Webhook Response Shape

"message_template_id": <id>,
"message_template_name": <string>,
"message_template_language": <string>,
"message_template_title": <string>,
"message_template_element": <string>,
"message_template_footer": <string>,
"message_template_buttons": [
  {
    "message_template_button_type": <string>,
    "message_template_button_text": <string>,
    "message_template_button_url": <string>,
    "message_template_button_phone_number": <string>
  }
]

Example Webhook Response

"message_template_id": 1234567890,
"message_template_name": “promo_summer_sale_11_en”,
"message_template_language": “en_US”,
"message_template_title": “header”,
"message_template_element": “body”,
"message_template_footer": “footer”,
"message_template_buttons": [
  {
    "message_template_button_type": URL,
    "message_template_button_text": “click me”,
    "message_template_button_url": “https://www.example.com”,
    "message_template_button_phone_number": “+1(123)4565678”
  }
]

Webhook Response Fields