Message types

Documentation Index

Fetch the complete documentation index at: https://docs.apifycloud.io/llms.txt

Use this file to discover all available pages before exploring further.

WhatsApp supports many more message types than most businesses use. Templates are only the tip of the iceberg. This page catalogues every type, when each is allowed, and how ApifyCloud exposes it.

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Template messages

Pre-approved structured messages. The only type you can send outside the 24h window.

• Categories: Marketing, Utility, Authentication
• Rich content: header (text/image/video/document/location), body, footer, buttons
• Variables: indexed ({{1}}) or named ({{first_name}})

See Template categories and Template examples.

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Free-form text

Plain text messages. Only inside the 24h window.

• Up to 4096 characters
• Supports WhatsApp markdown: *bold*, _italic_, ~strikethrough~, ```monospace```
• URLs auto-linkify
• Emojis supported

Where to use: Conversations reply composer, flow Text nodes, the free-form mode of the Messages composer when the CSW is open.

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Media messages

Send files alongside an optional caption. Outbound from: template headers (images/video/document only), flow Media nodes, free-form composer inside the window.

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Interactive messages

Structured messages that WhatsApp renders with tap-to-respond UI.

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Buttons

Up to 3 quick-reply buttons attached to a text/media body. When the user taps, the button label is emitted as their reply with an optional payload.

• Label: 20 characters per button
• Payload (optional): up to 120 characters, hidden from the user

Use for: yes/no questions, branching in a flow, quick option selection.

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List

A single “view options” button that opens a scrollable sheet with up to 10 rows grouped in up to 10 sections.

• Each row: title + optional description
• User taps one row; the selection is emitted as their reply

Use for: menus, product categories, longer option lists where buttons would overflow.

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CTA URL (Call-to-Action URL)

A single-button message with a body and a URL button — similar to a template’s URL button but sent free-form inside the window. Good for linking to a dynamic page without needing a template.

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Location request

Ask the user to share their live location. WhatsApp renders a location-share button; the user taps and shares coordinates.

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Address request

Ask the user to fill in a structured address form. WhatsApp renders a form with country-appropriate fields.

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Location messages

Send a pinned location to the user — latitude, longitude, optional name, and address.

• Outbound: free-form inside the window, or as a template header (LOCATION type)
• Inbound: the user can share their location; you receive coordinates

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Contact messages

Send one or more contact cards. The user can tap to save any of them to their phonebook. Fields per contact: name, phone numbers, emails, addresses, URLs, organisation. Useful for “here’s your driver”, “here’s our support line”, or handing over a salesperson’s card.

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Reactions

Emoji reactions to a specific message.

• Outbound: add a reaction to a message you sent or received
• Inbound: the user can react to any of your messages — you receive a reaction event with the emoji and the message ID

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Flow messages (Meta’s Flows)

A message that opens an in-chat structured form — multi-step, with inputs, selections, conditional branches, all rendered natively inside WhatsApp. Different from ApifyCloud’s “Flows” (our conversational logic builder).

• Built in Meta Flow Builder (separate tool from ApifyCloud)
• Sent as a message either via template or free-form (inside CSW)
• On submission, the user’s responses come back as an inbound event

Details: WhatsApp Flow messages.

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Order messages

Structured product catalogues and order messages for WhatsApp commerce. Requires a WhatsApp-connected catalogue.

• Catalogue message: show one or more products with images, price, description
• Order message (inbound): when a user creates an order, you receive a structured event with line items

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System / operational messages

These are messages WhatsApp generates itself — not something your business sends. You may observe them in conversation threads:

• user_changed_number — the user changed phone number
• Group metadata changes (if the number operates in group contexts)

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What you can send when — quick reference

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Where to send each in the console

• Messages tab — templates + free-form composer (when CSW is open)
• Campaigns — templates only (bulk scheduled sends)
• Flows (ApifyCloud builder) — all outbound types above are available as node types
• Conversations — reply composer supports all free-form types when the CSW is open

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What’s next