Start with the jobs customers perform most often, not with the number of slots in a template.
Design principles before choosing a template
Rank actions by frequency, revenue impact, and urgency. Primary actions should be larger and easy to reach; secondary information such as location or FAQ can use smaller areas.
A Rich Menu is navigation, not a poster. Avoid long copy, excessive colors, or buttons that look identical while producing different outcomes.
Recommended structures by business type
These are starting points. Refine them using click data and real customer questions instead of copying another company's customer journey.
| Business | Primary | Secondary | Useful action |
|---|---|---|---|
| Restaurant | Order or reserve | Menu, locations, offers | URI, postback, datetime |
| Online store | Shop products | Tracking, coupons, contact | URI, message, clipboard |
| Clinic | Book appointment | Services, map, preparation | Datetime, URI, postback |
| Professional service | Request a quote | Work, FAQ, consultation | URI, message, datetime |
Practical grid patterns
Review the design at phone width, not only as a 2500px desktop image. Text that looks comfortable on a monitor can become unreadable in chat.
- Hero 1 + Utility 4: one large primary area above four utilities
- Primary 2 + Utility 3: two strong actions plus three secondary choices
- Tab 3 + Content: a consistent tab bar over page-specific content
- Compact 6: use only when icons and short labels are unambiguous
Measure after launch
Assign distinct UTM parameters to each URI, use action-specific postback data, and compare Rich Menu insights by ID. Avoid changing artwork, labels, and destinations simultaneously if you want interpretable results.
Official references
Confirm the latest official specification before using a workflow in a critical system.
Ready to map it on a canvas?
Drag, move, and resize action areas, then validate the JSON before publishing.
Open Studio →