Content Types Overview

All template types will appear on the Content Templates. Template types that are supported on API only will display the following pop-up when opened in the console.

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Twilio supports the following content types, which we describe in the sections that follow.

Twilio supports the following content types, which we describe in the sections that follow.

• Images: JPG, JPEG, PNG
• Documents: PDF, DOC, DOCX, PPTX, XLSX
• Video: MP4 (with H.264 video codec and AAC audio)
• Audio: OGG

WhatsApp has channel-specific approval requirements and limitations. By default, to send outbound messages to WhatsApp users, template approval by WhatsApp is required. This is done as a separate API request via the Content API. However, if a WhatsApp subscriber initiates a 24-hour messaging session with an inbound message, then certain outbound rich content types can be sent without a template during the 24-hour session.

Templates can have the following statuses:

• Unsubmitted: Indicates that the template has not been submitted to Twilio or WhatsApp for any sort of approval. These templates may still be used in session for some channels and in some WA sessions subject to the WhatsApp approval requirements listed above.
• Received: Indicates that your template approval request has been received by Twilio. It is not yet in review by WhatsApp.
• Pending: Indicates that the template is now under review by WhatsApp. Review can take up to 24 hours.
• Approved: The template was approved by WhatsApp and can be used to notify customers.
• Rejected: The template has been rejected by WhatsApp during the review process.
• Paused: The template has been paused by WhatsApp due to recurring negative feedback from end users, typically resulting from "block" and "report spam" actions associated with the template. Message templates with this status cannot be sent to end users.
• Disabled: The template has been disabled by WhatsApp due to recurring negative feedback from end users or for violating one or more of WhatsApp's policies. Message templates with this status cannot be sent to end users.

The following parameters are used as an array in the "Actions" parameter of twilio/quick-reply, twilio/call-to-action, and twilio/card content types.

Parameter: type

• Type: string (enum)

• Required: yes

• Variable Support: no

• Description: The type of action.

  • Call to Action Values: URL, PHONE_NUMBER
  • Quick Reply Value: QUICK_REPLY
  • Card Values: URL, PHONE_NUMBER, QUICK_REPLY
  • whatsapp/authentication: COPY_CODE

Parameter: title

• Type: string

• Required:

  • no - whatsapp/authentication
  • yes - all others

• Variable Support: no - quick_reply buttons on templates for WA business initiated messages. yes - everywhere else

• Description: Display value for the action. For type QUICK_REPLY, this is the message that will be sent back when the user taps on the button.

  • Maximum 25 characters (WhatsApp)
  • Maximum 20 characters (Facebook)

Parameter: url

• Type: string

• Required:

  • yes - URL
  • no - others

• Variable Support: yes

• Description: URL to direct to when the recipient taps the button.

Parameter: phone

• Type: string (enum)

• Required:

  • yes - PHONE_NUMBER
  • no - others

• Variable Support: no

• Description: Phone number to call when the recipient taps the button.

  • E.164 formatted

Parameter: id

• Type: string (enum)

• Required: no

• Variable Support: yes

• Description: Postback payload. This field is not visible to the end user.

  • Maximum: 128 characters

    • For unapproved WA templates in session the max is 256 characters

Parameter: copy_code_text

• Type: string

• Required:

  • yes - whatsapp/authentication
  • no - all other templates

• Variable Support: no

• Description: Display value for the Copy Code button.