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WhatsApp supports several interactive message formats for showcasing products. Some formats pull live data directly from your synced Meta Catalog — prices, images, and variant options update automatically as your catalog changes. Others use fixed content defined at template creation time. Understanding which format uses which data source helps you choose the right format for each campaign or automation and manage the catalog dependencies each format introduces.
What this covers
- All five message formats and their catalog dependency
- How catalog data is used within each format
- When each format is appropriate
- Format requirements at a glance
Single Product Message
Multi-Product Message
Whole Catalog
Single Rich Card
Multi Rich Card
Single Product Message (SPM) displays one specific product from your Meta Catalog. The customer sees a product card with the product image, name, price, and variant options — they can select a variant and proceed to purchase without leaving WhatsApp.Catalog dependency: Required — the product is pulled directly from your Meta Catalog. The product must have SYNCED status.How catalog data is used:
- Product image, name, and price are pulled from the
ProductVariant and parent product record
- Variant options (
selected_options) are passed as PRODUCT_SECTIONS data, powering the variant picker the customer sees
compare_at_price is included when set, showing a crossed-out original price alongside the sale price- Availability reflects the current
inventory_quantity at the time the message is sent
Best for: Focused product promotions where one specific item is the message’s purpose — a best-seller, a seasonal hero product, a back-in-stock alert for a specific item, or a personalized recommendation based on purchase history.Template structure: HEADER (PRODUCT) + BODY + FOOTER + BUTTONS + PRODUCT_SECTIONSIf the product referenced in an SPM template loses SYNCED status — due to an image format failure, a catalog token issue, or a sync error — messages using this template will fail for all recipients until the sync issue is resolved. Monitor catalog health for SPM-referenced products before campaign launches.
Multi-Product Message (MPM) displays up to 30 products from your Meta Catalog in a scrollable list, organized into labeled sections. Customers can browse the list and tap any product to view details and select variants.Catalog dependency: Required — all products in the message must have SYNCED status in your Meta Catalog.How catalog data is used:
- Each product in the list pulls its image, name, price, and availability from the Meta Catalog
- Products are organized into
PRODUCT_SECTIONS — each section has a label and a list of product entries
- Variant data is available when a customer taps to view a product’s detail screen
Best for: Collection-based campaigns, curated product edits, and “shop the look” or “complete the set” messages where the goal is to give the customer a browsable selection rather than focus on one item.Template structure: HEADER (TEXT) + BODY + FOOTER + BUTTONS + PRODUCT_SECTIONSOrganize MPM products into meaningful sections rather than one flat list. Sections like “New Arrivals”, “Top Sellers”, and “Under $50” give customers a navigation context that improves browsing behavior compared to an unlabeled product dump.
Whole Catalog sends a message with a catalog browse button. When the customer taps it, WhatsApp opens a full catalog browser showing all products in your connected Meta Catalog.Catalog dependency: Required — your entire Meta Catalog must be connected and in sync. The catalog browser reflects the current state of all synced products.How catalog data is used:
- The catalog browser is powered entirely by Meta’s native catalog UI — it pulls all products with
SYNCED status from the connected catalog
- Product data displayed to the customer — images, names, prices, availability — reflects the Meta Catalog state at the time of browsing, not at the time the message was sent
- Customers see your full product range and can browse freely, select variants, and proceed to purchase
Best for: High-intent audiences who are likely to browse broadly — VIP customers, frequent purchasers, customers who visited your store multiple times without converting. Also appropriate for stores with large catalogs where pre-selecting products for MPM is impractical.Template structure: BODY + FOOTER + CATALOG buttonUnlike SPM and MPM where specific products are selected at template creation time, Whole Catalog always shows the current state of your Meta Catalog. A product added to your Shopify store and synced to Meta after the template was created will appear in the catalog browse automatically.
Single Rich Card is a promotional card with an image, body text, footer, and buttons. It does not pull from the Meta Catalog — all content is defined at template creation time and fixed.Catalog dependency: NoneHow catalog data is used: Not applicable — product images are uploaded directly to the template, not sourced from the Meta Catalog. Pricing, availability, and variant data are not included automatically; they must be written into the body text manually or via variables.Best for: Single-focus promotional messages where you want full control over the visual and copy — a limited-time offer, a brand announcement, a discount code delivery. The most versatile format for stores without a Meta Catalog connected.Template structure: HEADER (TEXT or IMAGE) + BODY + FOOTER + BUTTONSSingle Rich Card is the right starting point for teams setting up their first templates. It requires no catalog infrastructure, approves reliably, and works for both Marketing and Utility category messages.
Multi Rich Card (Carousel) presents multiple cards in a horizontally swipeable carousel. Like Single Rich Card, all content is fixed at template creation time — it does not pull from the Meta Catalog.Catalog dependency: NoneHow catalog data is used: Not applicable — each card’s image, body, and buttons are uploaded and written at template creation. Product prices, availability, and variant options are not automatically included.Best for: Multi-offer campaigns, content series, or product collections where the specific items and their copy are stable and curated — seasonal lookbooks, top-5 product features, or campaign-specific product selections that will not change.Template structure: BODY + CAROUSEL (multiple cards, each with IMAGE + BODY + BUTTONS)Consideration: Because carousel card content is fixed in the template, any price change or product update requires a template revision and resubmission. For frequently changing products, SPM or MPM with live catalog data is a lower-maintenance choice.
| Format | Catalog required | Products shown | Content source | Best for |
|---|
| SPM | Yes | 1 specific product | Live Meta Catalog | Targeted product promotions |
| MPM | Yes | Up to 30 products | Live Meta Catalog | Collection and curated sends |
| Whole Catalog | Yes | Full catalog | Live Meta Catalog | Browse-driven, high-intent audiences |
| Single Rich Card | No | 0 — image only | Fixed at template creation | Single-focus promotions, any campaign |
| Multi Rich Card | No | Multiple (fixed) | Fixed at template creation | Curated multi-offer carousels |
