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Twilio content templates

Last updated on Aug 26, 2025

Twilio Content Templates allow you to send pre-approved WhatsApp message templates through your Twilio WhatsApp Business channels in Chatwoot. These templates enable you to initiate conversations and send structured messages that comply with WhatsApp's messaging policies.

Template Types Supported

Text Templates

  • Simple text messages with optional variables

  • Support for up to 100 variables per template using {{1}}, {{2}} format

  • Multi-language support

Media Templates

  • Image Templates: Text with image headers (JPEG/PNG, max 5MB)

  • Video Templates: Text with video headers (MP4/3GPP, max 16MB)

  • Document Templates: Text with document attachments (PDF/Office formats, max 100MB)

  • Support for dynamic media URLs with variables

Quick Reply Templates

  • Interactive button responses handled by WhatsApp

  • Simple button actions for common responses

  • Support for multiple language variants

Prerequisites

Before using Twilio Content Templates:

  1. Twilio Account: Active Twilio account with WhatsApp Business API access

  2. Approved Templates: Templates created and approved in Twilio Console

  3. Chatwoot Integration: Twilio WhatsApp channel configured in Chatwoot

  4. WhatsApp Business Account: Verified WhatsApp Business profile

Setting Up Templates

  1. Log into your Twilio Console

  2. Navigate to Messaging → Content Template Builder

  3. Click Create new template

  4. Choose your template type: Text: For simple text messages, Media: For images, videos, or documents, Quick Reply: For interactive buttons

  5. Configure the template based on the purpose.

  6. Submit template for WhatsApp approval

  7. Wait for approval (5 minutes to 24 hours)

  8. Approved templates receive a ContentSid

  9. Templates are now ready for use in Chatwoot

Syncing Templates to Chatwoot

Automatic Sync via API

Templates are automatically synced when you:

  1. Open the content templates modal in a conversation

  2. Create a new conversation with a Twilio WhatsApp channel

Manual Sync

For inbox administrators:

  1. Go to Settings → Inboxes

  2. Select your Twilio WhatsApp inbox

  3. Click Sync Templates button

  4. Wait for sync completion notification

Using Templates in Conversations

Step 1: Access template options

Open any conversation with a WhatsApp contact, Click on the template icon in the message composer, Select "WhatsApp Templates" from the dropdown menu

Step 2: Choose your template

Browse through your approved templates, Use the search bar to find specific templates quickly

Step 3: Customize your message

Depending on your template type, you may need to fill in:

Best Practices

Template Design

  • Keep messages concise and clear

  • Use variables for personalization

  • Ensure media files are optimized and accessible

  • Test templates before approval submission

Variable Usage

  • Use descriptive variable names in Twilio Console

  • Provide clear examples for approval

  • Keep variable count reasonable (under 10 for best UX)

Media Guidelines

  • Host media files on reliable, fast servers

  • Use HTTPS URLs for all media

  • Optimize file sizes for faster delivery

  • Include fallback text for media templates

Compliance

  • Follow WhatsApp Business Policy guidelines

  • Ensure templates serve legitimate business purposes

  • Respect user privacy and consent

  • Monitor template performance and approval status

Troubleshooting

Common Issues

Template Not Appearing

  • Cause: Template not approved by WhatsApp

  • Solution: Check approval status in Twilio Console

Template Sync Failed

  • Cause: API connection issues or invalid credentials

  • Solution: Verify Twilio credentials and retry sync

Media Not Loading

  • Cause: Media URL not accessible or wrong format

  • Solutions: Verify URL is publicly accessible, Check file format and size limits, Ensure HTTPS protocol

Variables Not Working

  • Cause: Incorrect variable format or missing values

  • Solutions: Use correct {{1}}, {{2}} format in Twilio, Fill all required variables in Chatwoot, Check variable count matches template

Error Messages

"Template not found"

  • Template not synced to Chatwoot

  • Run manual sync or check template approval

"Media file too large"

  • File exceeds WhatsApp limits

  • Compress file or use different format

"Invalid template parameters"

  • Missing or incorrect variable values

  • Review and complete all required fields

Template Examples

Basic Text Template


Name: welcome_message

Content: "Welcome to {{1}}! We're excited to help you with {{2}}."

Variables: Company name, Service type

Product Showcase (Media Template)


Name: product_launch

Media: Product image

Content: "🎉 New arrival! {{1}} is now available for {{2}}. Limited time offer!"

Variables: Product name, Price

Order Confirmation (Text Template)


Name: order_confirmed

Content: "Hi {{1}}! Your order {{2}} has been confirmed. Delivery expected: {{3}}."

Variables: Customer name, Order ID, Delivery date

Quick Reply Template


Name: support_options

Content: "How can we help you today?"

Buttons: "Technical Support", "Billing", "General Info"

Limitations

Current Limitations

  • Templates not supported in campaigns (coming in future updates)

  • List picker templates (Phase 2 feature)

  • Call-to-action templates (Phase 2 feature)

  • Catalog templates (Phase 2 feature)

  • Carousel templates (Phase 2 feature)

Template Limits

  • Maximum 100 variables per template

  • Media files must be publicly accessible

  • Templates require WhatsApp approval

  • Sequential parameter numbering required

Support

For additional help: