A surprising number of template rejections and ugly messages come down to formatting. WhatsApp supports less styling than most marketers expect, and templates have real character limits that silently truncate your copy. Here is what you can and cannot do, and how to write within the constraints.
The formatting WhatsApp supports
Styling is deliberately minimal, applied with simple wrapper characters.
- Bold by wrapping text in asterisks.
- Italics by wrapping text in underscores.
- Strikethrough using tildes.
- Monospace using triple backticks.
What it does not support
There is no HTML, no custom fonts, no colours and no clickable text labels inside the message body. Links render as raw URLs, which is why buttons matter so much for calls to action.
Character limits that matter
Limits differ by component, and the body is the one that usually bites.
- Template body copy is capped well below a typical email paragraph set.
- Headers and footers are much shorter still.
- Button labels are very short, so be terse.
- Variables count toward the total once filled in.
Write for the constraint
That last point catches people out: a template that fits in preview can overflow once a long customer name or product title is substituted. Test with your longest realistic values. Keep one idea per message, lead with the value, and push detail to a link, which also helps avoid rejections.
Frequently asked questions
How do I make text bold in WhatsApp?
Wrap the text in asterisks. Italics use underscores, strikethrough uses tildes, and monospace uses triple backticks. WhatsApp supports no HTML, custom fonts or colours, so formatting is deliberately minimal.
What is the character limit for WhatsApp templates?
Limits vary by component: the body allows the most but is still well short of a typical email, while headers, footers and especially button labels are much shorter. Crucially, filled-in variable values count toward the total.
Why does my message get truncated?
Usually because variable substitution pushed it past the limit. A template that looks fine in preview can overflow once a long customer name or product title is inserted, so always test with your longest realistic values.
Can I add clickable links or styled buttons in the message body?
Links appear as raw URLs rather than styled text labels, and you cannot style text as a button inside the body. Use WhatsApp's interactive buttons for calls to action, which are clearer and perform far better.
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