Facebook Messenger Gallery: Elements and Image Dimensions

Post about Facebook Messenger Gallery Elements with Image Dimensions and Examples

The Facebook Messenger platform provides great elements that help you tell your story. Probably the most popular one right now is the gallery element with the horizontal scroll. There are interesting examples of chatbots that use this combination of images, titles, and buttons in very creative ways. Talking about design: The Facebook Messenger gallery is in fact the only element where you can actually use visual design to make your chatbot more appealing!

Although the documentation provided by Facebook is great, we always struggled with finding design possibilities and the right image dimensions for the gallery thumbnails. This is why we put together a neat overview for you!

Table of Contents

  1. The Generic Template
  2. Notable Examples
  3. Thumbnail Design Guidelines

In this post, we first introduce the generic template for Facebook Messenger, which is the basic element to build a gallery. Afterwards, we provide some great examples that use those carousels in a delightful way. Finally, we put together some thoughts that are important when you want to design thumbnails for galleries.


Facebook Messenger: The Generic Template

The generic template for Facebook Messenger makes it possible to send horizontal scrollable elements, which are also called carousel or gallery elements. It’s one of the only elements that differentiates bot interactions from those between users, who can only send message, links, images, and other document types. You can find the official API reference here.

How Does a Standard Gallery Look Like?

ChatbotAcademy Gallery Screenshot
This is what a gallery element looks like in Facebook Messenger

A gallery consists of multiple generic templates, or card items, as they are sometimes called. A card item can contain:

  • an image (for dimensions see below)
  • a title (up to 80 characters)
  • a subtitle (up to 80 characters)
  • up to 3 buttons

It is possible to add up to 10 items to a gallery in Facebook Messenger.

Ideas For Mixing Gallery Items

Not every element of the generic template is required (only the title is), but you need to have at least two elements in every card item to send a gallery. In fact, sometimes it doesn’t even make sense to use all of the fields. Besides the required title, it might be a good idea to experiment with different types of combinations:

  • Image + very long, explanatory title
  • Title + button with call-to-action
  • Image + title + link

For example, when explaining the bot’s functionality, you might just need a few images + titles to make people understand what’s going on. With our second iteration of EmojiNews, we did exactly that:

EmojiNews Chatbot
Gallery element to explain bot functionality: we only used images and long explanations.

Especially since the the introduction of quick replies, it is no longer necessary to add buttons to every item.

What To Consider When Designing Galleries

The Facebook Messenger platform is pretty new and therefore quickly changing, which is great! Unfortunately, this also means that there are still some inconsistencies, if you view it on different platforms.

For example, if you’re planning to spread the subtitle across different lines, be careful. It doesn’t always look the same:

Facebook Messenger Gallery: Differences for mobile and desktop views
Designers need to deal with inconsistencies within Facebook’s Messenger platform. View on iOS vs Chrome (desktop)


Facebook Messenger Gallery: Notable Examples

We think the images inside gallery elements are a great opportunity to design delightful and easily snackable content. However, we believe this feature isn’t used as excessively as it should be. To encourage you to keep going and experiment with different types of gallery images, here are some examples:

Wall Street Journal

The WSJ makes use of text on their thumbnails to provide news consumers with easily snackable titles. The downside: alignment doesn’t really go well with the title and url in the card.

We reviewed the chatbot here: Chatbot Studies: WSJ for Facebook Messenger.

How WSJ uses Facebook Messenger Gallery Elements
How Wall Street Journal uses thumbnails in gallery elements


This “A or B” decision bot is very well designed. The colorful thumbnails, the emoji titles, and the checkmark button make great use of the gallery element.

We’re going to add a chatbot UX study soon. Until then, you can message Swelly here.

Swelly uses colorful backgrounds and emojis for their categories
How Swelly uses gallery thumbnails to provide a colorful experience

More Examples: To Be Updated

Any more chatbots that have great gallery images that should be featured? Please let us know in the comments below. 👍


Thumbnail Design Guidelines

In this section, we will have a closer look at how to design great visual gallery elements with the use of thumbnails. Note that the Facebook Messenger platform is very much at the beginning and design best practices have yet to emerge. This is why we’re going to constantly update this guide.

Gallery Thumbnail Image Dimensions

According to the Facebook Developers Guidelines (see full documentation), the gallery image ratio is 1.91:1. Since there are many different devices that work with Facebook Messenger, there is no single truth for thumbnail dimensions.

Here’s what we know so far:

  • maximum dimensions on desktop: 500px : 260px
  • landscape dimensions on an iPhone 6: about 780px : 410px (from a screenshot)

Which is weird: The dimensions don’t really add up with the image ratio from Facebook. Here are some considerations to deal with this problem:

Some Thumbnail Design Ideas

  • Prioritize image file size: many people have slow mobile Internet, images that don’t load hurt your UX. Thus, don’t make it too big so that it’s optimized for an iPhone 6+ in landscape mode (because, who uses their Messenger in landscape?). Maybe start with 300px height (we’re looking into this right now) and see how it looks like
  • In case of doubt, go with centered elements: Left-aligned text doesn’t work well on different devices (see WSJ example above). Until we provide you with a template (we will, stay tuned!), it might be a good idea to try centered elements that catch the readers’ attention and don’t distract due to alignment issues
  • Be playful: Work with colors, emojis, be bold. Now is the time to experiment with chatbots.


Now It’s Your Turn

Anything we should add? Please tell us if we missed something! We’re still exploring this whole chatbot design thing and think it’s an amazing field that needs more attention. Very interested in your comments below. 🤖


Header photo by Jessica Ruscello, emojis by EmojiOne!

  • Scott McConnell

    I’m trying to find the ideal image dimensions for the list items themselves within the list template. Would you have any idea what that would be?

  • Amanda Cavallaro

    I am trying to show my title of my web_url button element, but it is too long and is not entirely displayed. (It has no image). Apparenly changing webview_height_ratio to the three options available is not helping much.

    • Content Scvpl

      Still, there are some restriction with messenger bot. Your title and subtitle should be 80 or less character long. webview_height_ratio is for web page height and not related to buttons title or subtitle.

  • gaurav gujrati

    Is there a way to increase the List template’s subtitle size ? I want to display 4 rows, say for example:
    Balance : 0.00
    Available : 99999.00
    Due Date : 08/20/2018
    Due Amount : 100.00

    But only 2 are being shown, even though I am well under max length of 80 chars. Does anyone has a solution to this problem ?