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