Message templates: best practices & examples

Best practices

Improve the chance of your templates being approved by following the guidelines below.

Remember that someone outside of your business will be reviewing your templates. Providing more clarity gives reviewers context around how the template will be used.

When creating a new message template, please ensure you follow these best practices:

Template name

A unique name to identify the template use case for the business.

  • Must be in lowercase.

  • May not contain any spaces. Use an underscore to indicate a space.

  • Make your message template name clear. E.g., instead of using a name like “template_014” rather use “order_update”.

Template category & language

The type of information contained in the template (e.g., marketing, utility) and the language of the content. Select these from a predefined set of categories and languages during registration.

Template parameters

  • A template message must contain at least one parameter.

  • Parameters cannot have new line/tab characters.

  • Parameters may not have more than four consecutive spaces.

  • All parameters will be defined within curly open/close braces and listed in chronological order starting at {{1}} (use the + Variable button as a shortcut to easily add these).

For possible reasons why your message template was rejected, see here.

Template examples

Template nameTemplate TagTemplate messageParameter details



Dear {{1}}. You are now subscribed to receive account-related alerts for your account ending in {{2}}.

{{1}} – Name of the recipient, eg. John

{{2}} – Last 4 digits of the account, eg. 1234



Your funds transfer request of {{1}} from account ending in: {{2}} has been initiated.

{{1}} – Total amount, eg. $50

{{2}} – Last 4 digits of the account, eg. 1234

For more examples, see Meta's documentation here.


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