Media guidelines for Facebook Messenger, WhatsApp, and Instagram automations

When adding media to your Messenger, WhatsApp, or Instagram automations, it’s important to follow the platform-specific guidelines to ensure everything looks and works perfectly. Whether it’s images, documents, audio, videos, or stickers, this guide has you covered with all the details you need to get it right.

Facebook Messenger

Gallery and card images:

• Aspect ratio: 1.91:1 (width:height).
• Recommended size: 909x476 pixels for optimal clarity.
• Minimum acceptable size: 500x262 pixels; while acceptable, using the recommended size ensures better quality.

Image block images:

• Aspect ratio: Dynamic; images closer to a square (1:1) appear larger and more prominent.
• Recommended size: 900x900 pixels for sharpness and prominence.
• Minimum acceptable size: 500x500 pixels; however, larger images are preferable.
• Aspect ratio flexibility: Avoid images where one dimension exceeds twice the length of the other to prevent awkward cropping or scaling.

File size limitation:

• Facebook Messenger supports attachments up to 25 MB. However, due to encoding processes, it's recommended to keep files under 10 MB to ensure successful delivery. 

For detailed information, please refer to Attachment Upload API Reference.

WhatsApp

Supported media types and size limits:

• Images:
  • Types: JPEG, PNG.
  • Maximum size: 5 MB.
• Documents:
  • Types: PDF, DOC, DOCX, PPT, PPTX, XLS, XLSX, TXT.
  • Maximum size: 100 MB.
• Audio:
  • Types: AAC, MP4, MPEG, AMR, OGG, OPUS.
  • Maximum size: 16 MB.
• Videos:
  • Types: MP4, 3GP.
  • Maximum size: 16 MB.
• Stickers:
  • Type: WEBP.
  • Maximum size: 100 KB.

For detailed information, please refer to WhatsApp's media guidelines.

Instagram

Media types:

• Photos:
  • Aspect ratios: Between 1.91:1 and 4:5.
  • Recommended resolution: 1080 pixels wide.
• Videos:
  • Aspect ratios:
    • Landscape: 1.91:1.
    • Square: 1:1.
    • Vertical: 4:5.
  • Maximum file size: 15 MB.
  • Frame rate: 30 FPS.
  • Duration: 1 to 60 seconds.

For detailed information, please refer to IG Media.

General recommendations

Image quality:

• Use high-resolution images to ensure clarity across devices.
• Compress images appropriately to balance quality and file size.

Video specifications:

• Downsample videos to standard web sizes (avoid HD) to reduce file size.
• Compress videos and consider changing the file type from .mp4 to .mov if issues arise.
• Adjust video dimensions to recommended sizes (e.g., 270x480 pixels) to ensure compatibility.

File formats:

• For audio, prefer MP3 over AAC or WAV to reduce file size.
• Use optimized JPEGs instead of RAW or PNG24 for images.

GIFs:

• Keep animated GIFs under 10 seconds to ensure smooth playback.

Adhering to these guidelines will enhance the user experience by ensuring that media content is displayed correctly and efficiently across Facebook Messenger, WhatsApp, and Instagram.