Rich messages

Build a message with buttons, media, cards, or a carousel once and send it over RCS, WhatsApp, LINE, and Facebook Messenger. Pushwoosh checks the content against each channel while you edit and turns it into a preset for each channel, so you don’t build the same message four times.

注意

Rich messages are turned on per account. If you don’t see the Rich messages tab, contact your Pushwoosh account manager.

Before you start

Pushwoosh creates a copy of the message only for channels set up in the project. A channel that isn’t set up gets the Has errors status, and nothing is sent there.

• RCS: connect Twilio with your own account credentials and a Messaging Service. A Twilio number without a Messaging Service can’t send RCS. See RCS messages through Twilio.
• WhatsApp: connect your WhatsApp Business account for the project.
• LINE: configure the LINE platform for the project.
• Facebook Messenger: connect your Facebook Page.

Create a rich message

1. Go to Content > Messenger presets.
2. Open the Rich messages tab.
3. Click Create rich message. On an empty tab, the button is Create content.
4. Click Untitled next to Rich message at the top and enter a name for the message.

Add languages

The message starts with the Default language, which is sent to users with no matching language. To add translations:

1. Click the plus (+) icon next to the language dropdown.
2. Select the languages you want to add.
3. Switch between languages in the dropdown and fill in the content for each one.

Every language has its own content type and fields. The channel status is the worst one across all languages: if one language has errors in a channel, the whole message has errors there.

Choose the content type

On the Details tab, select a Type. The type decides which fields the form shows:

Type	What you fill in	Shown as designed in
Text	Body	RCS, WhatsApp, LINE, Messenger
Media	Body, Media URL, Media type	RCS, WhatsApp, LINE, Messenger
Quick reply	Body and reply buttons	RCS, WhatsApp, LINE, Messenger
Call to action	Body and buttons that open a URL or call a phone number	RCS, WhatsApp, LINE, Messenger
List picker	Body, List button text, and list items	WhatsApp, inside the 24-hour window only. Other channels send the fallback text
Card	One card with media, a title, a body, a footer, and buttons	RCS, WhatsApp, LINE, Messenger
Carousel	Two to ten cards	RCS, WhatsApp, LINE, Messenger
Custom LINE Flex	Flex JSON: a LINE bubble or carousel container	LINE only. Other channels send the fallback text

Quick reply, Call to action, and List picker also show Header text, Header media URL, and Footer. Only WhatsApp displays them. RCS, LINE, and Messenger leave them out.

Write the body

Type the message text in Body. You can insert emoji and personalization placeholders. In RCS and WhatsApp templates, the text goes into a provider template, so Liquid control tags such as {% if %} or {% for %} aren’t allowed: a message with them gets Has errors for RCS and can’t be submitted as a WhatsApp template.

Add media

1. Paste the file link into Media URL. Use an https:// link.
2. Select the Media type: Image, Video, Document, or Audio.
3. For a video, enter a Video poster URL. LINE needs this image to show the video, and the LINE status shows an error without it.

LINE doesn’t send audio or documents: for these media types, LINE sends the fallback text. In the Media type, LINE doesn’t show the Body, and Messenger sends the file without a caption.

Add buttons

1. Click Add button.
2. In Call to action, select the Type of action: Open URL or Call phone.
3. Enter the button Title.
4. For Open URL, enter the URL. For Call phone, enter the Phone number in international format, for example +1234567890.

Pushwoosh gives every button an ID when you save. Journeys branch on that ID, so renaming a button later keeps its branch in journeys that already use it.

Build a list

For List picker, enter the List button text, then click Add item and fill in Item name and, optionally, Item description for each item.

Only WhatsApp shows a list, and only inside the 24-hour window, because a list can’t be a WhatsApp template. RCS, LINE, and Messenger send the fallback text instead. Use a list picker only when the fallback text works on its own.

Build cards

For Card, fill in the card. For Carousel, click Add card for each card, up to ten. Each card has:

• Media URL and Media type
• Card title
• Card body (optional)
• Footer (optional)
• Buttons: Quick reply, Open URL, or Call phone

Under RCS card layout, set Orientation, Height, and Thumbnail alignment to change how the card looks in RCS. Leave them at Default to use the RCS default layout.

The channels accept different cards:

• RCS carousel: every card needs an image or a video, a Card body, and one or two buttons. The buttons must be of the same types in the same order on every card. RCS doesn’t show the card Footer in a carousel. In a single card, the footer is shown under the body and can’t contain placeholders.
• Messenger: every card needs a Card title, and card media must be an image. Messenger doesn’t show the card Footer.
• LINE: card media must be an image.

Paste a LINE Flex message

For Custom LINE Flex, paste a Flex container into Flex JSON. The container type must be bubble or carousel. LINE sends it as is, and RCS and Messenger send the fallback text.

Set the fallback text

Enter Fallback text at the bottom of the Details tab. Pushwoosh sends it:

• in channels that can’t show the content type, for example a list picker in RCS
• as an SMS to phones without RCS
• as the LINE notification and chat-list text for cards, carousels, calls to action, and Flex messages.

A channel that can’t show the content type needs Fallback text: without it, the channel gets Has errors. For the SMS to phones without RCS and for the LINE notification text, Pushwoosh uses the Body when Fallback text is empty. With both empty, RCS gets Has errors, and so does LINE for cards, carousels, calls to action, and Flex messages.

Check channel compatibility

The Channels strip under the header shows one badge per channel. Pushwoosh rechecks the message when you leave a field or change a dropdown.

Badge color	Status	What it means
Green	Compatible	The channel sends the message as designed.
Orange	Partially compatible	The channel can’t show some of the content and sends the fallback text instead.
Red	Has errors	Nothing is sent to this channel until you fix the errors.
Gray	Not checked	The message hasn’t been checked yet, or the check failed. Edit a field to check again.

Click a badge to see the issues for that channel under the strip and to preview the message in that channel on the right. Each issue names the field and the rule it breaks.

In this example, RCS has errors because the project has no Twilio Messaging Service:

Channel limits

The editor checks these limits and marks a channel red when the content goes over one of them.

WhatsApp limits differ between the template and the 24-hour message. The WhatsApp badge lists the issues for both.

Limit	RCS	LINE	Messenger
Body of Text and Media	1,600 characters	5,000 characters (Text)	2,000 characters
Quick reply buttons	1–4	1–13	1–13
Quick reply button title	25 characters	20 characters	20 characters
Call to action buttons	1–4	1 or more	1–3
Call to action button title	25 characters	40 characters	20 characters
Body of Call to action	1,600 characters	No editor check	640 characters
Cards in a carousel	2–10	2–10	2–10
Card title	200 characters	No editor check	80 characters
Card body	1,600 characters (single card), 160 characters for title and body together (carousel)	No editor check	80 characters
Buttons on a card	0–4 (single card), 1–2 (carousel)	No editor check	0–3
Fallback text	1,600 characters	5,000 characters, 400 for cards, carousels, calls to action, and Flex	2,000 characters

Get the WhatsApp template approved

Outside the 24-hour window that a user’s last message opens, WhatsApp delivers only templates approved by Meta. Until the rich message has an approved template, Pushwoosh sends it on WhatsApp only to users who wrote to you in the last 24 hours, and the WhatsApp badge stays orange.

1. On the General info tab, select the WhatsApp category: Marketing or Utility. Meta prices and reviews templates by category.
2. Save the rich message.
3. Click Save and submit for WhatsApp approval. Pushwoosh saves the message and sends a template for every language to Meta.

The line under the Channels strip shows the review state after WhatsApp template:. Before you submit, it reads not submitted:

Review states:

State	What it means
not submitted	The template hasn’t been sent to Meta. WhatsApp gets the message only inside the 24-hour window.
pending review	Meta is reviewing the template. Until it’s approved, WhatsApp gets the message only inside the 24-hour window.
approved	WhatsApp sends the template to any user.
the latest change is pending review, the approved version is sent	You edited and resubmitted an approved message. Outside the 24-hour window, users get the previously approved version.
rejected	Meta rejected the template, and the reason follows the state. Fix the content and submit it again.

Pushwoosh checks the review state with Meta every few minutes. To check right away, click Refresh status. With several languages, the state shown is the one furthest from approval.

Save and submit for WhatsApp approval is unavailable when:

• WhatsApp isn’t set up in the project.
• the type is Carousel: a carousel goes out on WhatsApp only inside the 24-hour window.
• WhatsApp can’t build a template from the type, for example List picker or Custom LINE Flex.

Editing an approved message doesn’t stop it: outside the 24-hour window, the approved version keeps going out until Meta approves the new one. Submit the message again after each edit.

Save the rich message

Click Save. Pushwoosh saves the message and, for every channel that isn’t red, creates or updates its copy:

• RCS: an SMS preset with the same name. Pushwoosh creates an RCS template in your Twilio account and attaches it to the preset. Phones without RCS get the fallback text as an SMS.
• WhatsApp: a WhatsApp preset with the same name, available in the WhatsApp journey element and in one-time WhatsApp messages.
• LINE: a LINE preset with the same name.
• Messenger: a Messenger preset with the same name, available in the Facebook Messenger journey element.

A red channel keeps its last copy as it was. If a journey already sends that copy, it keeps sending the old content until you fix the errors and save again.

Copies are read-only

The SMS and LINE copies appear on the SMS and LINE tabs with a Rich message badge:

To change a copy, edit the rich message:

• Click the copy or its Edit action: the rich message opens in the editor.
• You can’t delete a copy. Delete the rich message instead.

Send a rich message in a journey

Select the copy in the element of its channel:

• SMS: select the SMS copy as the preset. See Branch on RCS reply buttons.
• LINE: select the LINE copy as the preset. See Branch on reply buttons.
• WhatsApp: select the rich message in the template dropdown, where it has a Rich message badge. See Use a rich message.
• Facebook Messenger: select Preset, then the Messenger copy. See Branch on reply buttons.

When the message has quick reply buttons, the element gets a branch for each button plus Not match.

Send a rich message as a one-time WhatsApp message

In a one-time WhatsApp message, select the rich message in the template dropdown on the Content step. An approved rich message goes to any audience. Without an approved template, it goes only to contacts with an open 24-hour window, and the audience and sending time are fixed. See Send a rich message.

Manage rich messages

Rich messages are listed on the Rich messages tab with a badge for each channel. Hover over a badge to see its issues.

Open the ⋮ menu of a message to:

• Edit it.
• Duplicate it. The duplicate gets its own copies in every channel that isn’t red.
• Delete it. Pushwoosh deletes its copies too. You can’t delete a rich message while a journey sends one of its copies: remove it from the journey first.