To guarantee a smooth user experience and optimal deliverability for your messages, it is crucial to respect the technical limits set by the WhatsApp API (Meta). A file that is too heavy or a format that is not supported can cause your template or media message to fail.
This guide sums up the technical specs for every media type you can use on Kanal.
Images are the most common media type for grabbing attention. WhatsApp compresses images for display, but the source file still needs to meet a few constraints.
Supported formats: JPEG (.jpeg, .jpg), PNG (.png).
Maximum size: 2 MB.
Expert tip: Go for a square format (1:1) for better visibility in the chat list, or 4:5 to take up more space on the screen.
Video is the most powerful conversion tool on WhatsApp, but it is also the most technically sensitive media type.
Supported formats: MP4 (H.264 video codec and AAC audio codec), 3GPP.
Maximum size: 16 MB.
Expert tip: For a 30-second video, aim for 720p resolution. If your file exceeds 16 MB, use online compression tools to reduce the weight without degrading quality too much. A heavy video will take time to load on your customer's phone.
Ideal for sending PDF catalogs, invoices, or user guides.
Supported formats: PDF, Microsoft Word (.doc, .docx), Excel (.xls, .xlsx), PowerPoint (.ppt, .pptx), Text (.txt).
Maximum size: 100 MB.
Recommended use: PDF is the most universal format because it guarantees the layout stays identical on every type of smartphone (iPhone and Android).
Useful for sending personalized voice messages or sound clips.
Supported formats: AAC, AMR, MP3, MP4 Audio, OGG (OPUS codec only).
Maximum size: 16 MB.
Stickers add a friendly, fun touch to your conversations.
Supported formats: WebP (static and animated).
Maximum size: 500 KB.
Media type | Main formats | Max size |
Image | JPEG, PNG | 2 MB |
Video | MP4, 3GPP | 16 MB |
Document | PDF, DOCX, XLSX, TXT | 100 MB |
Audio | AAC, MP3, AMR | 16 MB |
Sticker | WebP | 500 KB |
Deliverability: If a file exceeds the limit, Meta rejects the request and the message is never sent.
Your customer's data usage: Some of your customers are on limited data plans. An optimized media file respects their data consumption.
Display speed: On WhatsApp, responsiveness is king. A 500 KB visual displays instantly, while a 2 MB image can show a loading blur for a few seconds, which reduces the impact of your message.
Kanal tip: Before importing a media file into a template or an automation, always run your images through a compressor (like TinyPNG) to reduce the weight without visible quality loss. If the media type you want to insert in your messages is not listed in this guide, it will not be compatible.
