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Types of templates
| Template type | Channel | Approval required |
|---|---|---|
| Text snippet | SMS, Instagram, Facebook, GMB | No |
| Email snippet | No | |
| WhatsApp template | Yes (Meta approval) |
Text snippets (SMS and social channels)
Text snippets are short-form templates for SMS, Instagram DMs, Facebook Messenger, and Google My Business messages. They support plain text, emoji, custom values, trigger links, and file attachments.Creating a text snippet
Name the snippet
Enter a descriptive name. Your team sees this name in the snippet selector during conversations, so make it easy to find quickly. For example: “Follow-up after missed call” or “Appointment confirmation.”
Write the body
Type the message text. Enhance it with:
- Custom values (tag icon) — insert merge fields like
{{contact.first_name}}or{{appointment.date}} - Trigger links (lightning bolt icon) — add trackable links that fire automations when clicked
- Attachments — click Add Attachment to include an image or document
Test the snippet
Enter a phone number in the Test SMS field and click Send Test to preview exactly how the snippet appears when received on a mobile device.
Using a text snippet in a conversation
Open the conversation and select your channel
Navigate to the contact’s conversation and choose SMS, Instagram, Facebook, or another text channel.
Open the snippets panel
Click the paper icon in the message toolbar. The snippet library slides open.
Choose a snippet
Browse by folder or search by name. Click the snippet you want — it populates the message box instantly.
Customize if needed
Make any final edits. Custom value fields are resolved automatically — for example,
{{contact.first_name}} becomes the contact’s actual first name. Review the populated text before sending.Email snippets
Email snippets work identically to text snippets but include a subject line and support rich text formatting — ideal for confirmation emails, follow-ups, and templated responses that do not warrant a full email campaign.Creating an email snippet
Click New Snippet → Add Email Snippet
From Conversations → Snippets, click + New Snippet and choose Add Email Snippet.
Add a name and subject
- Name — internal identifier for your team.
- Subject — the email subject line the contact sees.
Write and format the body
Use the rich text editor to format the message body. Apply bold, italics, bullet lists, links, and custom merge fields. The tag icon inserts custom values; the thunderbolt icon inserts trigger links.
Send a test email
Fill in a From and To address, then click Send Test to see how the email renders in an actual inbox.
Using an email snippet in a conversation
In the email composer, click the paper icon to open the snippet selector. Templates are organized in folders. Click a template to apply both the subject and body to the current email. Edit the populated content before sending if any personalization is needed.WhatsApp templates
WhatsApp templates are pre-approved message formats required by Meta for:- Initiating any outbound WhatsApp conversation (when your business messages a contact first)
- Re-opening a conversation after the 24-hour session window has closed
Template categories
| Category | Use |
|---|---|
| Marketing | Promotions, special offers, announcements |
| Utility | Appointment reminders, order updates, receipts, confirmations |
| Authentication | One-time passcodes, login verification |
Creating and submitting a WhatsApp template
Go to WhatsApp template settings
Navigate to Settings → Integrations → WhatsApp and select the Templates tab.
Fill in template details
- Name — lowercase letters, numbers, and underscores only; no spaces.
- Category — Marketing, Utility, or Authentication.
- Language — select the language the template is written in.
Write the template body
Write the message text. Use double curly braces for dynamic variables:
{{1}}, {{2}}, etc. These are filled in at send time.Example: Hi {{1}}, your appointment is confirmed for {{2}} at {{3}}. Reply STOP to opt out.Add header and footer (optional)
- Header — text, image, document, or video displayed above the message body.
- Footer — small text displayed below the body; often used for opt-out instructions.
Add buttons (optional)
Choose from:
- Quick reply buttons — up to 3 one-tap reply options.
- Call-to-action buttons — link to a URL or trigger a phone call.
Rejected templates display a reason for rejection. Common reasons include missing opt-out language in marketing templates or variable usage that does not match the declared category. Edit and resubmit after addressing the feedback.
Using a WhatsApp template in a conversation
Open the WhatsApp channel in a conversation
Navigate to the contact’s conversation and select the WhatsApp tab.
Choose a template
Click the template. Variable fields (e.g.,
{{1}}, {{2}}) appear as editable inputs.Fill in the variables
Enter the values for each dynamic field — contact name, appointment details, offer text, etc.
Organizing templates with folders
Both text and email snippets can be organized into folders for easier navigation.Move a snippet into a folder
Click the three-dot icon next to a snippet, select Move to Folder, choose the folder, and confirm.