Templates

Overview

A Template in Sent is a reusable blueprint for messages that enables consistent, personalized communication at scale across multiple messaging channels. It represents a structured message format with dynamic variables, media support, and interactive elements that automatically adapts to each channel's requirements.

Every time you need to send repetitive messages with variable content, a Template provides:

• Consistency: Maintain uniform tone, branding, and structure across all communications.
• Personalization: Insert dynamic content like names, order numbers, and custom data at send time.
• Multi-Channel Support: Automatically adapt content for SMS, WhatsApp, and other channels with their specific formatting rules.
• Compliance Management: Handle channel-specific approval requirements (like WhatsApp template approval) automatically.
• Scalability: Send thousands of personalized messages without manual composition.

The Template Lifecycle

When you create a template, it progresses through several stages before becoming available for messaging. Understanding this lifecycle is essential for building reliable messaging workflows.

Template Creation and Approval Flow

Status Descriptions

• Draft: Template is being created or edited. Can be modified, tested, and deleted.
• Pending: Template has been submitted for review and approval by Meta. Cannot be edited until approved or rejected. You can still send SMS messages via Sent using this template.
• Approved: Template is ready for use in messaging. Content is locked to ensure consistency.
• Rejected: Template needs revision based on review feedback. Returns to draft status for editing.

Template Anatomy & Variables

The template content is composed of the following components, each thoroughly documented below:

The header is an optional component that can be used to add a title or introduction for your messages. It is only supported on WhatsApp.

It supports up to 60 characters and up to 1 dynamic variable.

The body is the main component of the template that contains the message content. It is supported on WhatsApp and SMS. It supports up to 1028 characters and as many dynamic variables and links as you need.

The footer is an optional component that can be used to add a footer to the template. It is supported on WhatsApp only.

It supports up to 60 characters and no dynamic variables or links.

The buttons are an optional component that can be used to add interactive buttons to the template.

Template Category & Language

The category and language are optional fields that can be used to categorize and language the template.

• The category is automatically detected based on the template content, but you can also manually choose it.
• The language is automatically detected based on the template content, but you can also manually choose it.

Template JSON Definition

The JSON definition is the JSON representation of the template. You can view the JSON definition by clicking on the View JSON button in the template builder.

This is the JSON that you need to send to the Sent API when you create a template.

{
  "category": "AUTO",
  "language": "AUTO",
  "creationSource": "from-scratch",
  "definition": {
    "header": {
      "type": "text",
      "template": "📦 Order {{0:variable}} — Delivery Update",
      "variables": [
        {
          "id": 0,
          "name": "orderNumber",
          "type": "variable",
          "props": {
            "variableType": "text",
            "sample": "12345"
          }
        }
      ]
    },
    "body": {
      "multiChannel": {
        "type": "body",
        "template": "Hi {{0:variable}},\nYour Acme order {{1:variable}} has been shipped and is expected to arrive {{2:variable}} between {{3:variable}}.\nYou can track your package or update your delivery preferences on this page: {{4:link}} .",
        "variables": [
          {
            "id": 0,
            "name": "customerName",
            "type": "variable",
            "props": {
              "variableType": "text",
              "sample": "Lucas"
            }
          },
          {
            "id": 1,
            "name": "orderNumber",
            "type": "variable",
            "props": {
              "variableType": "text",
              "sample": "#12345"
            }
          },
          {
            "id": 2,
            "name": "arrivalDate",
            "type": "variable",
            "props": {
              "variableType": "text",
              "sample": "tomorrow (Oct 11)"
            }
          },
          {
            "id": 3,
            "name": "arrivalTime",
            "type": "variable",
            "props": {
              "variableType": "text",
              "sample": "2 PM – 4 PM"
            }
          },
          {
            "id": 4,
            "name": "orderLink",
            "type": "link",
            "props": {
              "url": "https://example.com",
              "shortUrl": "",
              "alt": "Tracking Page"
            }
          }
        ]
      }
    },
    "footer": {
      "type": "text",
      "template": "Thank you for shopping with Acme.",
      "variables": []
    },
    "buttons": [
      {
        "id": 1,
        "type": "URL",
        "props": {
          "text": "Track your order",
          "urlType": "dynamic",
          "url": "https://www.example.com"
        }
      },
      {
        "id": 2,
        "type": "PHONE_NUMBER",
        "props": {
          "text": "Acme customer support",
          "countryCode": "US",
          "phoneNumber": "+112345678"
        }
      }
    ]
  }
}

Template Header Object

Template Body Object

Template Footer Object

Template Buttons Array

Template buttons are an array of button objects. Below is the definition of the button object.

Variable Object

Managing Templates

Templates can be managed either through the Sent Dashboard playground or programmatically via the API.

Best Practices

• Store the templateId: This is your primary key for referencing templates when sending messages. Log it in your local database for easy retrieval.
• Choose the Right Category: Select the most appropriate category (UTILITY, AUTHENTICATION, MARKETING) for your message type to ensure faster approval and optimal delivery rates.
• Use Descriptive Variable Names: Name variables clearly to indicate their purpose (e.g., customerName, orderNumber, orderLink).
• Provide Realistic Sample Data: Use production-like sample values that demonstrate actual use cases for better approval chances.
• Test Before Submission: Always test templates with submitForReview=false first, then submit for approval once verified.
• Leverage Multi-Channel Fallback: Define multiChannel body content as a safe fallback for all channels.
• Optimize for Character Limits: Keep body content concise and use variables for dynamic details to stay within channel limits.
• Order Buttons by Importance: Place the most critical action button first for better user engagement.
• Monitor Template Status: Implement webhook handlers to track template approval status and handle rejections gracefully.
• Create Language-Specific Templates: Build separate templates for each language rather than translating variables for better localization.

When to Use Templates:

• Transactional messages (order confirmations, shipping updates)
• Authentication flows (OTP codes, password resets)
• Appointment reminders with dynamic details
• Marketing campaigns with personalized content
• Status updates with variable information

Avoid Templates For:

• Conversational customer service interactions
• Real-time chat that requires back-and-forth
• One-off or highly contextual messages
• Content that needs frequent editing