Send a Generic Template

Updated: Jun 30, 2026

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The generic template allows you to send a structured message that includes an image, text and buttons. A generic template with multiple options described in the elements array will send a horizontally scrollable carousel of items, each composed of an image, text and buttons.

Before you start

This guide assumes you have set up your webhooks server to receive notifications and subscribed your app to Instagram messages and messaging_postbacks events.

You will need:

The ID for the Instagram professional account, <IG_ID>

The elements for the template

The payload to include in the webhook notification for each element

Limitations

This feature is currently not available on desktop.

Host URL

https://graph.instagram.com

Generic template message with a gift certificate image, title, subtitle, and Shop Now and Help Me Choose buttons

Send a template

To send a template message send a POST request to the /<IG_ID>/messages endpoint with the following parameters:

recipient.id set to the Instagram-scoped ID of the person you are sending the message

message.attachment object with:

type set to template

payload object with:

template_type set to generic

elements set to an array of objects that the recipient can select such as links, buttons, and images

Sample request

curl -X POST -H "Content-Type: application/json" -d '{
  "recipient":{
    "id":"<IGSID>"
  },
  "message":{
    "attachment":{
      "type":"template",
      "payload":{
        "template_type":"generic",
        "elements":[
           {
            "title":"Welcome!",
            "image_url":"https://raw.githubusercontent.com/fbsamples/original-coast-clothing/main/public/styles/male-work.jpg",
            "subtitle":"We have the right hat for everyone.",
            "default_action": {
              "type": "web_url",
              "url": "https://www.originalcoastclothing.com/",
            },
            "buttons":[
              {
                "type":"web_url",
                "url":"https://www.originalcoastclothing.com/",
                "title":"View Website"
              },{
                "type":"postback",
                "title":"Start Chatting",
                "payload":"DEVELOPER_DEFINED_PAYLOAD"
              }
            ]
          }
        ]
      }
    }
  }
}' "https://graph.instagram.com/v20.0/me/messages?access_token=INSTAGRAM_ACCESS_TOKEN"

On success your app receives a JSON response with the Instagram-scoped ID for the reciepient and the ID for the message.

Example Response

{
  "recipient_id": "1254477777772919",
  "message_id": "AG5Hz2Uq7tuwNEhXfYYKj8mJEM_QPpz5jdCK48PnKAjSdjfipqxqMvK8ma6AC8fplwlqLP_5cgXIbu7I3rBN0P"
}

Properties

Property	Type	Description
`recipient.id`	String	The Instagram-scoped ID (`<IGSID>`) for the person to whom you are sending the message
`message.attachment`	Object	An object describing attachments to the message.

`message.attachment`

Property	Type	Description
`type`	String	Value must be `template`
`payload`	Object	`payload` of the template.

`message.attachment.payload`

Property	Type	Description
`template_type`	String	Value must be `generic`
`elements`	Array	An array of `element` objects that describe instances of the generic template to be sent. Specifying multiple elements will send a horizontally scrollable carousel of templates. A maximum of 10 elements is supported.

`message.attachment.payload.elements`

The generic template supports a maximum of 10 elements per message. At least one property must be set in addition to title.

Property Name	Type	Description
`title`	String	The title to display in the template. 80 character limit.
`subtitle`	String	*Optional.* The subtitle to display in the template. 80 character limit.
`image_url`	String	*Optional.* The URL of the image to display in the template.
`default_action`	Object	*Optional.* The default action executed when the template is tapped. Accepts the same properties as URL button, except `title`.
`buttons`	Array	*Optional.* An array of buttons to append to the template. A maximum of 3 buttons per element is supported. Only `postback` and `web_url` buttons are supported.

Learn more

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