Generic template
A generic template is a structured message card in Meta's messaging API. Instead of plain text, it combines an image, a title, an optional subtitle, and up to three buttons — such as a URL button or a postback button — into one card, and several cards can be sent as a swipeable carousel.
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.