Twilio Content Template Builder

Overview

The Content API creates channel-agnostic templates identified by a ContentSid (HX...). WhatsApp templates must be approved by Meta before use outside the 24-hour service window.

Prerequisites

• Twilio account — New to Twilio? See twilio-account-setup
• For WhatsApp templates: active WhatsApp sender — See twilio-whatsapp-send-message (sandbox) or twilio-whatsapp-manage-senders (production)
• Environment variables:
  • TWILIO_ACCOUNT_SID
  • TWILIO_AUTH_TOKEN — See twilio-iam-auth-setup for credential setup and best practices
• SDK: pip install twilio / npm install twilio

Quickstart

Step 1 — Create a template via Console (simplest)

Console > Messaging > Content Template Builder > Create new. Use {{1}}, {{2}} for variables. Save to get a ContentSid.

Step 2 — Send the template

Python

import os
from twilio.rest import Client

client = Client(os.environ["TWILIO_ACCOUNT_SID"], os.environ["TWILIO_AUTH_TOKEN"])

message = client.messages.create(
    from_="whatsapp:+14155238886",
    to="whatsapp:+15558675310",
    content_sid="HXxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx",
    content_variables='{"1": "Sarah", "2": "March 28", "3": "10:00 AM"}'
)
print(message.sid)

Node.js

const twilio = require("twilio");
const client = twilio(process.env.TWILIO_ACCOUNT_SID, process.env.TWILIO_AUTH_TOKEN);

const message = await client.messages.create({
    from: "whatsapp:+14155238886",
    to: "whatsapp:+15558675310",
    contentSid: "HXxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx",
    contentVariables: JSON.stringify({ "1": "Sarah", "2": "March 28", "3": "10:00 AM" }),
});

Key Patterns

Create a Template via API

Python

template = client.content.v1.contents.create(
    friendly_name="appointment-reminder",
    language="en",
    types={
        "twilio/text": {
            "body": "Hi {{1}}, your appointment is on {{2}} at {{3}}. Reply YES to confirm."
        }
    }
)
print(template.sid)  # HXxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

Node.js

const template = await client.content.v1.contents.create({
    friendlyName: "appointment-reminder",
    language: "en",
    types: {
        "twilio/text": {
            body: "Hi {{1}}, your appointment is on {{2}} at {{3}}. Reply YES to confirm.",
        },
    },
});
console.log(template.sid);

Submit for WhatsApp Approval

Python

approval = client.content.v1 \
    .contents(template.sid) \
    .approval_requests \
    .create(name="appointment-reminder", category="UTILITY")
print(approval.status)  # PENDING

Node.js

const approval = await client.content.v1
    .contents(templateSid)
    .approvalRequests.create({ name: "appointment-reminder", category: "UTILITY" });
console.log(approval.status);

Categories: UTILITY, MARKETING, AUTHENTICATION

Check Approval Status

Python

content = client.content.v1.contents(template.sid).fetch()
print(content.approval_requests.status)  # APPROVED | REJECTED | PENDING

Node.js

const content = await client.content.v1.contents(templateSid).fetch();
console.log(content.approvalRequests.status);

Approval typically takes under 1 hour.

List and Delete Templates

Python

for template in client.content.v1.contents.list():
    print(template.sid, template.friendly_name, template.language)

client.content.v1.contents("HXxxxxxxxxxx").delete()

Node.js

const templates = await client.content.v1.contents.list();
templates.forEach(t => console.log(t.sid, t.friendlyName, t.language));

await client.content.v1.contents("HXxxxxxxxxxx").remove();

Supported Content Types

RCS Fallback Text

When sending a rich RCS template (card, carousel, quick reply) via a Messaging Service with SMS fallback configured, Twilio uses the template's twilio/text body as the SMS fallback copy. Any template intended for RCS should include a twilio/text entry so recipients on non-RCS devices still receive a readable message.

Variable Rules

• Use {{1}}, {{2}} — sequential, no skipping
• Max 100 variables per template
• Provide sample values for WhatsApp submissions
• Non-variable to variable ratio must be at least (2x + 1) : x

CANNOT

• Cannot use WhatsApp templates without Meta approval — Plan for up to 24 hours review time
• Cannot resubmit a rejected template with the same name — Use a different name for resubmission
• Cannot include custom variables in AUTHENTICATION templates — Fixed format required by Meta

Next Steps

• Channel overview and onboarding guide: twilio-messaging-overview
• Send WhatsApp messages: twilio-whatsapp-send-message
• Register a production WhatsApp sender: twilio-whatsapp-manage-senders