Twilio - Content
Twilio - Content
Twilio Content API centrally manages messaging templates across channels (WhatsApp/SMS/Messenger), including WhatsApp template approval flow and dynamic variable binding.
Centralized template management — no scattered copies across channels
WhatsApp template approval takes 24-48 hours (Meta's constraint)
POST /Content to create a template, POST /Content/{Sid}/ApprovalRequests/whatsapp to submit for Meta approval. At send time, call Messages API with ContentSid + ContentVariables to render.
Uptime · 30-day window
About this API
WhatsApp Business requires every outbound business-initiated message to use a pre-approved template, each submitted to Meta for review individually. Twilio Content API is the unified management layer for this compliance burden — define a template once in Twilio (with variable placeholders like {{1}}, buttons, media headers), and it syncs across WhatsApp/SMS/MMS. At send time, reference the ContentSid plus variable values; Twilio handles channel adaptation and compliance checks. For businesses sending transactional notifications (order confirmations, delivery updates, OTPs) at scale, this is the standard path.
What you can build
- 1Centrally manage WhatsApp business template versions and approval status
- 2Reuse one template across SMS/MMS/WhatsApp channels
- 3Render final message via dynamic variable binding (order ID, name)
- 4One-click update when Meta policy changes
Strengths & limitations
Strengths
- Centralized template management — no scattered copies across channels
- End-to-end flow for submitting WhatsApp templates to Meta for approval
- Version control and rollback
Limitations
- WhatsApp template approval takes 24-48 hours (Meta's constraint)
- Channel-specific features like WhatsApp buttons cannot render on SMS
Example request
curl https://support.twilio.com/<endpoint>Getting started
POST /Content to create a template, POST /Content/{Sid}/ApprovalRequests/whatsapp to submit for Meta approval. At send time, call Messages API with ContentSid + ContentVariables to render.
FAQ
Can I rename and resubmit a rejected template?+
Yes — create a new version in Twilio rather than editing the original. Each submission consumes Meta's quota.
Can Content API templates be used on plain SMS?+
Yes. Twilio degrades WhatsApp-specific elements (buttons, media); the text body sends normally.
Is there a limit on template variables?+
WhatsApp template body supports up to 10 variables; button variables are counted separately.
Technical details
- Auth type
- unknown
- Pricing
- unknown
- Protocols
- REST
- SDKs
- python, javascript, java, ruby, php, csharp, go
- Response time
- 183 ms
- Last health check
- 5/12/2026, 7:38:32 AM
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