Generic template

Why it matters for creators

A card with an image, a title, and a button reads as designed, not pasted. For anything with a destination (a product, a guide, an episode, a booking page) a generic template turns the DM from a bare link into something people recognize as worth a tap.

Buttons also make results measurable. A URL button records the tap, and a postback button tells your automation which option the person chose, so a card isn't just tidier than plain text, it reports back.

The card carries hard limits worth knowing before you write one: 80 characters for its text and 20 for the button label. Copy written without them in mind gets cut on the wire rather than at the keyboard, which is why the message before the card has to do the talking. Those ceilings sit with the rest of Meta's published limits in Instagram's DM limits.