Always utilize the channel’s native UI and rich content
- Leverage buttons, structured content, quick replies, and other Rich UI elements that are available. These vary by channel.
- Pay attention to limitations for different UI Elements. For example, Quick Replies for Web must be 25 characters max. Quick Replies for Apple Messages for Business must be maximum of 5 or a List Picker should be used instead.
- It's not recommended to employ a “lowest common denominator” UI approach to all channels
- This is especially important when designing for Apple Messages for Business. Do not reuse your SMS design for Apple Messages for Business. Take advantage of rich links and other UI elements.
- In general, use the best UI for the job to make the experience as frictionless as possible within the channel you’re designing for.
Web Messaging
Extending Web experiences to SMS
When extending this to SMS where no buttons exist, decide if you will rely only on NLU or also leverage menu options with 1,2,3 or a,b,c to make selection easier.
WhatsApp Business Messages
- Buttons: Up to 2 buttons for call-to-action templates (one for call phone number, one for visit website). Up to 3 buttons for quick reply templates (max 20 characters each).
- Text Message Length: Maximum of 4096 characters.
- Quick Replies: Up to 3 buttons for quick replies, each with a maximum of 20 characters.
- Product Messages: see the template here
Facebook Messenger
- Button Templates:
- Use buttons to prompt for follow-up or further interaction.
- Start with a verb for clarity.
- Use URL buttons for tasks completed on your website.
- Avoid relying on URLs for every button; build interactions within Messenger.
- Limit button text to 1-3 words, max 20 characters.
- Generic Templates:
- Support up to 3 buttons with link, publish text, or navigation actions.
- Include text title, subtitle, and image.
- Carousel Templates:
- Support up to 10 generic or button cards.
- Quick Replies:
- Support up to 11 quick replies, each up to 20 characters.
- Best Practices:
- Facebook limits button text to 20 characters and text elements to 640 characters.
- Navigation action links Google Maps; in-app/web messaging renders maps inline.
- Facebook Carousels support up to 10 cards.
Apple Messages for Business
- Quick Replies: Use 2-5 replies/options; more than 5 should be displayed as a List Picker.
- List Pickers:
- Allow customers to select one or more items.
- Items can include text and images and be organized into sections.
- Must have a title.
- Time Pickers:
- Prompts customers to select a time.
- Must have a title.
- Rich Links:
- Include title text and link button URL.
- Preview image optional.
- Apple Pay: Supported for secure payments.
- Forms:
- Allow rich, multi-page interactive flows.
- Useful for collecting large amounts of information without leaving the conversation.
- Guidelines and Limitations:
- Time Picker and List Picker selections sent as text lines.
- Image URLs must be HTTPS and whitelisted.
- Errors if templates lack titles or have past dates for time pickers.
Handy tips for building FAQ Bots & KB Management are next. Click here to proceed ahead.
