Concepts

Variant groups

• Variants live inside a group that inherits the name of the original template.

• Each variant is marked as var1, var2, and so on.

• You can preview individual variants and see group-level status in the dashboard.

What can change vs. what cannot

• You can edit: Body text and footer.

• You cannot change: Header type, number of variables, button structure (these must match the parent template).

Categories & status

A group can contain Utility, Marketing, or a mix of both.

A group may be:

• Marketing (all variants are Marketing),

• Utility (all variants are Utility), or

• Mixed (contains both). The UI shows “Mixed” with an info note in that case.

Status in a Group

Each variant has a Meta status. The group’s overall status surfaces by priority:

• Approved (shown even if only one is approved; an alert icon appears if not all are approved),

• Pending (shown if none are approved yet), or

• Rejected (shown if all are rejected).

Fallback order

• On a send, if the primary template is paused/disabled, the system picks the next approved variant.

• When both Utility and Marketing variants exist, the system prefers Utility first, then Marketing; within the same category, the approved template, in order of creation (oldest to newest), variant is chosen.

• Retries reuse the active variant. If all retries fail due to healthy-ecosystem errors, the Utility fallback is used. Alerts are raised if all variants in a group are rejected.

Where can you use it?

Variant groups are selectable in Journeys, Broadcasts and Conversations. The preview shows the active variant that would be sent right now.