Templates are reusable message definitions attached to channels and message types. A template carries structured content—email HTML from the editor pipeline, RCS rich layouts, or SMS text (coming soon)—plus metadata for approval where providers require it.

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Versions

Each edit produces a template version so sends reference an immutable snapshot. Campaigns and API calls typically target a template id and version (or “latest published”)

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Brand kit

Brand kits supply logos, colors, and legal/footer defaults. Email and RCS previews inherit brand styling so teams stay on-brand without copying CSS between sends.

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Channel fit

The UI only offers templates that match the selected channel and message type (for example subscription vs action-based). That constraint prevents mismatched sends at execution time.

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API and campaigns

  • Campaigns reference templates inside send nodes; the flow builder validates channel and approval state before launch.
  • Developer API sends may pass inline content or template references depending on endpoint design — see the relevant message type page for field names.