Understand what message types, media and formatting options work on each channel.
Overview
Not every channel supports the same message formats. This guide shows you what works where, so you can create the best possible experience for your customers on each channel — whether in direct conversations or broadcasts.
Text formatting
| Feature |
WhatsApp |
Email |
Instagram |
Messenger |
Website Chat |
| Bold |
✅ *bold* |
✅ HTML |
❌ |
❌ |
✅ |
| Italic |
✅ _italic_ |
✅ HTML |
❌ |
❌ |
✅ |
| Links |
✅ Auto-detect |
✅ Clickable |
❌ No clickable links |
✅ Clickable |
✅ Clickable |
| Emojis |
✅ |
✅ |
✅ |
✅ |
✅ |
Media support
| Media type |
WhatsApp |
Email |
Instagram |
Messenger |
Website Chat |
| Images |
✅ (JPEG, PNG) |
✅ (inline + attachment) |
✅ |
✅ |
✅ |
| Videos |
✅ (MP4, max 16MB) |
✅ (attachment) |
✅ |
✅ |
❌ |
| Documents |
✅ (PDF, DOC, etc.) |
✅ (attachment) |
❌ |
✅ |
✅ |
| Voice messages |
✅ |
❌ |
✅ |
✅ |
❌ |
| Stickers |
✅ |
❌ |
✅ |
✅ |
❌ |
Interactive elements
| Element |
WhatsApp |
Email |
Instagram |
Messenger |
Website Chat |
| Quick reply buttons |
✅ (max 3) |
❌ |
❌ |
✅ (max 13) |
✅ |
| Call-to-action buttons |
✅ (max 2) |
✅ (HTML buttons) |
❌ |
✅ |
✅ |
| List messages |
✅ (max 10 items) |
❌ |
❌ |
❌ |
❌ |
| Carousels |
❌ |
❌ |
❌ |
✅ |
❌ |
Character limits
- WhatsApp — 4096 characters per message, 60 characters for header, 1024 for body in templates
- Email — no practical limit
- Instagram DM — 1000 characters per message
- Messenger — 2000 characters per message
- Website Chat — no practical limit
Best practices
- Keep messages short and clear on WhatsApp and social channels
- Use buttons on WhatsApp and Messenger to guide the conversation
- Reserve long-form content for email
- Always include a clear call-to-action regardless of channel
- Use our WhatsApp link and QR code generators to drive new conversations
- Test your message on the actual device/app to see how it looks