Template variables

Placeholders such as {{1}} in a WhatsApp template that are filled with each customer's own details when the message is sent.

Variables are the parts of a template that change from customer to customer: a name, an order number, a date, an amount. They are written as numbered placeholders like {{1}} and {{2}}, and Meta also supports named placeholders. When you send the template, you supply a value for each one.

Variables are what let one approved template serve thousands of different messages. They also affect approval. Meta asks for sample values when you submit, and rejects templates where variables sit side by side with no text between them, appear at the very start or end of the message, or make up most of the wording, because the real content can then not be judged.

Give each variable a clear sample, surround it with real words, and plan what happens if a value is missing. In Marichi Talks, campaign variables can be filled from contact attributes, so the name or account number stored on a contact goes straight into the message.