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Template Variables

Use variables (placeholders) in WhatsApp templates in LeadPattern so one approved message reads individually for every customer — name, order, date and more.

2 min readUpdated Oct 5, 2026

A variable (or placeholder) is a slot in a template that gets filled in per recipient. It's what turns one approved message into "Hi Priya, your order #4821 ships today" for one customer and a different line for the next.

Add variables to a template

1

Write the body

Type your message in the template editor.

2

Insert a placeholder

Add a variable where a personalized value belongs — for example a greeting with the customer's name.

3

Give sample values

Provide an example for each placeholder so Meta can see how the finished message reads during review.

Filling variables when you send

Where the value comes from depends on how you send the template:

In a broadcast

Map each placeholder to a customer field, so it resolves per recipient. See

Personalize messagesFrom a file

Each spreadsheet row supplies its own values. See

Broadcast from a fileIn a chat

Fill the values in the send dialog for that one conversation. See

Send a template

Good practices

Don't start or end with a variable

Meta often rejects templates that begin or end with a lone placeholder. Wrap variables in real words.

Don't stack variables

Placeholders back to back (like {{1}} {{2}}) with no text between them read as spammy and may be rejected.

Use custom fields for richer data

Store per-customer details as custom fields so you have something to map variables to. See

Custom fields

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