WhatsApp Business API Template Message Character Limit Guidelines

Overview

This document outlines the character limits applied to WhatsApp Business API template messages. These limits are defined by Meta and must be followed to ensure successful template submission and approval.

Description

Each component of a WhatsApp template message (Header, Body, and Footer) has a specific maximum character limit. If any section exceeds the allowed limit, the template may fail submission or be rejected during Meta’s review process.

Scope and Applicability

Character limits should be reviewed:

• When creating a new template

• When editing an existing template

• When adding variables (e.g., {{1}})

• When including emojis or additional formatting

• If a template is rejected without a clear formatting issue

Character Limit Specifications

Please ensure your template complies with the following limits:

Header (Text)

• Maximum: 60 characters

• Media headers (image, video, document) are not subject to this text limit.

Body

• Maximum: 1,024 characters

• Includes:

  • Text

  • Emojis

  • Line breaks

  • Variables/placeholders (e.g., {{1}}, {{2}})

Footer

• Maximum: 60 characters