Text Truncation impacts how users view marketing messages in their chat screens. It shortens, or “truncates,” messages that exceed five (5) lines of text, displaying a clickable ‘Read more’ option. This allows users to view the complete message if they choose.

This update is part of WhatsApp’s commitment to enhancing the user experience with marketing messages, helping clients achieve more value from marketing campaigns. Meta has implemented this change to boost user satisfaction while optimizing click-through rates (CTR). You should expect this update in Marketing Messages campaigns.

Initially, Text Truncation applies to the Single image + text + click-to-action button(s)templates. Over time, it will extend to all formats of Marketing Messages, including group chats.

To maximize the impact of your marketing messages with this update, consider these best practices:

• Make Your Message Engaging: Capture the user’s attention quickly with content that speaks to their interests and interactions with the business.
• Focus on the First 5 Lines: Create a clear and powerful opening with the first five lines. This is the text that will be visible to users, even when the message is truncated.
• Build on Previous Interactions: Use past interactions with the user to craft a message that feels relevant and personalized.
• Structure Longer Messages: If your message requires more than five lines, use distinct sections with clear spacing. Aim to keep your message concise, limiting to 3-4 well-defined sections.

The rollout of the Text Truncation feature is currently gradual, so you may have experienced it during your campaigns. It is expected to reach all users by mid-October 2024.