Text and media templates (image, video, document)

🎯 Goal

Create templates that look polished: bold headlines, product photos, videos and PDF invoices or brochures.

🧰 What you need

• The basics from Templates explained
• For media: the image, video or PDF you want to send

The parts of a template

Part	Limit	Notes
Header	Text up to 60 characters (one variable max), or an image, video or document	Optional
Body	Up to 1,024 characters	Required. Supports formatting and variables
Footer	Up to 60 characters	Optional. No variables. Good for “Reply STOP to unsubscribe”
Buttons	Up to 10	Optional. See Buttons

Formatting

Use the formatting buttons above the body, or type the symbols yourself:

• *bold* → bold
• _italic_ → italic
• ~strikethrough~ → strikethrough
• ```monospace``` → monospace

Emojis are fine. Use them to support the text, not replace it.

Media headers

Type	Formats	Max size	Good for
Image	JPG, PNG	5 MB	Products, offers, greetings
Video	MP4 (H.264, AAC)	16 MB	Demos, launches
Document	PDF	100 MB	Invoices, brochures, tickets, menus

1. In the builder, choose the Header type Image, Video or Document.
2. Upload a sample file. Meta reviews the actual file, so use a real, representative one.
3. Write the body and submit.
4. When you send (a campaign, a flow step, Shopify), you can use the same file or a different one each time: a new offer image, or each customer’s invoice by URL.

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Message

An image-header Marketing template with a footer and one button.

Text header with a variable

A text header can hold one variable, for example Order {{1}} confirmed. Give it an example value. Use it to make the first line scannable in the chat list.

Document file names

For documents, the file name shown to the customer comes from the send. Name invoice files clearly, such as Invoice-1042.pdf, not file_8823.pdf.

Common mistakes

• Blurry or text-heavy images. They get rejected or ignored. Use a clear photo with little text.
• The wrong video codec. Re-export as MP4 H.264 if the upload fails.
• A generic stock sample that doesn’t match the message. Meta compares the file to the text.
• Variables in the footer. They’re not allowed. Put them in the body.

What’s next

Buttons →Make templates interactive.Carousel templates →Up to 10 swipeable cards.