New to templates? Start with Introduction to templates for versions, brand kits, and channel constraints at a glance.
Templates are the reusable layer between your brand and channel-specific sends. Each template belongs to a channel and message type so the builder and campaign engine never mix incompatible content — for example, a subscription layout can’t be selected for an action-based send node.

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Template states

StateMeaning
DRAFTWork in progress — not usable in campaigns or API sends
PUBLISHEDLive and usable — campaign send nodes and API sends can reference this version
REJECTEDBlocked by platform moderation — the rejection reason is shown in the template detail view. Edit and re-publish to request review.
Publishing is instant for all channels. There is no external (Google or carrier) approval process for individual templates — only the RCS Agent setup requires Google review. Once an agent is approved, any published template can be used with it immediately.
If a published template is later rejected (e.g., for spam or policy violation), in-flight campaigns that already queued sends for that template complete normally. New sends using the template are blocked until the rejection is resolved.

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Template versions

Every publish creates a new version — an immutable snapshot. Campaign executions reference the version that was active when the campaign launched, so editing and re-publishing a template never changes an in-flight campaign. Typical workflow:
  • Edit content in DRAFT
  • Publish to make it live — creates version v2, v3, etc.
  • Campaigns always reference a specific version (or “latest published” at trigger time)

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Brand kit

Brand kits attach logo, colors, footer, and legal copy defaults to a workspace. Email and RCS previews inherit these tokens automatically — teams stay on-brand without copying assets into every template. Brand kit values can be overridden per template, but the kit provides sensible defaults that apply unless you explicitly change them.

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Channel fit

The builder only shows templates that match the selected channel and message type. At send time the system validates the published state before allowing launch — if a template is DRAFT or REJECTED, the campaign flow builder blocks launch with a clear error.
ChannelMessage typesNotes
EmailMESSAGE, NEWSLETTERTipTap block editor; rendered via React.Email to inline CSS HTML
RCSMESSAGE, CONVERSATION, NEWSLETTERRich card, carousel, or plain text. Newsletter requires newsletter-enabled agent.
SMS (coming soon)MESSAGEPlain text with character counter (160 / 306 / 459 chars), GSM-7 vs. UCS-2 detection

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Email editor specifics

Email templates use a TipTap block editor with drag-and-drop sections:
  • Blocks: Header, text, image, button (CTA), spacer, divider, social links, footer
  • Personalization: Merge tags ({{first_name}}, {{last_order}}) — selectable from a dropdown, validated against contact fields
  • Preview: Desktop and mobile preview in the editor
  • Test send: Send a draft to your own email address with sample contact data
  • Rendering: TipTap JSON → React.Email → inline-CSS HTML. The rendered HTML is pre-computed and stored in the template version. Workers do only merge-tag string replacement at send time — no cross-service rendering call in the send path.

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Campaigns vs API sends

PathHow templates are used
Flow builderSEND nodes select a template and channel. Only PUBLISHED templates matching the node’s channel + message type are shown.
Developer APIPOST /v1/messages accepts inline content or a template_id + template_version. See the relevant message type page for exact field names.

Introduction to templates

Concepts: versions, approval state, and API usage.

Campaigns

How SEND nodes reference templates.

Email capabilities

Email channel setup and deliverability.

RCS agents

Agent approval — the only external review in the template workflow.