> ## Documentation Index
> Fetch the complete documentation index at: https://docs.tracklysms.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Creatives Overview

> Create and manage reusable message templates

Creatives are reusable message templates in Trackly SMS. Create once, use in multiple campaigns.

<Note>
  Creatives can optionally include link placeholders (`{{link1}}`, `{{link2}}`, etc.) to bind tracked offer links. Creatives without link placeholders are valid — they won't have click tracking.
</Note>

## What is a Creative?

A **Creative** contains:

* Message text with placeholders
* Offer link bindings
* Performance metrics

```
"Flash sale! {{link1}} for 50% off today only. Reply STOP to opt out."
```

## Creating a Creative

1. Go to **Creatives**
2. Click **New Creative**
3. Enter your message
4. Bind offers to link placeholders
5. Save

<Frame>
  <img src="https://mintlify.s3.us-west-1.amazonaws.com/trackly/images/screenshots/creative-editor.png" alt="Creative Editor" />
</Frame>

## Message Structure

### Text Content

Write your message in the text area:

```
Your exclusive deal awaits! Shop now: {{link1}}

Reply STOP to unsubscribe.
```

### Character Count

The editor shows:

* **Characters**: Total character count
* **Segments**: SMS segment count

<Note>
  Standard SMS: 160 characters = 1 segment. Unicode messages: 70 characters = 1 segment. Longer messages are split and reassembled.
</Note>

Each `{{linkN}}` placeholder resolves to a short tracking URL that adds approximately **23 characters** to your message. Additionally, compliance text (prepend + append) adds roughly **34 characters** of overhead. Factor both into your character budget when estimating segment count. See [Templates & Placeholders](/guides/creatives/templates) for detailed segment calculation guidance.

### Content Validation

The system validates message content against **blocked content patterns** before a creative can be saved. Messages that match blocked patterns will be rejected. This helps ensure compliance with carrier and regulatory requirements.

### Link Placeholders

Use `{{link1}}`, `{{link2}}`, etc. for tracked links:

```
Check out our sale: {{link1}}
Or browse new arrivals: {{link2}}
```

Each placeholder can be bound to a different offer.

## Offer Bindings

Link placeholders to offers:

| Placeholder | Offer        | URL             |
| ----------- | ------------ | --------------- |
| `{{link1}}` | Summer Sale  | track.ly/abc123 |
| `{{link2}}` | New Arrivals | track.ly/def456 |

When sent, links become trackable short URLs.

## Creative Types

Creatives have types that determine where they can be used:

| Type          | Use Case                       |
| ------------- | ------------------------------ |
| **One-Time**  | Regular campaigns, blast sends |
| **Automated** | ML-selected campaigns          |
| **Welcome**   | Welcome journey messages       |

## Creative Status

| Status       | Meaning              |
| ------------ | -------------------- |
| **Active**   | Available for use    |
| **Paused**   | Temporarily disabled |
| **Archived** | Hidden but preserved |

## Performance Tracking

Each creative tracks:

* **Sends**: Total times sent
* **Clicks**: Total link clicks
* **Click Rate**: Clicks / Sends
* **Revenue**: Revenue attributed to this creative

Use this data to:

* Identify top performers
* Retire underperformers
* Inform A/B tests

## Message Compliance

### Required Elements

All messages should include:

* Clear opt-out instructions (STOP to unsubscribe)
* Sender identification (your brand)

### Account Settings

Your account can configure:

* **Prepend text**: Added to start of every message
* **Append text**: Added to end of every message

Example:

```
[Brand]: Your message here. Reply STOP to opt out.
```

## Best Practices

<AccordionGroup>
  <Accordion title="Keep messages concise">
    Shorter messages = fewer segments = lower cost. Get to the point quickly.
  </Accordion>

  <Accordion title="Front-load the value">
    Put the most important information first. Some phones truncate previews.
  </Accordion>

  <Accordion title="Use clear CTAs">
    "Shop now" or "Claim your discount" beats "Click here."
  </Accordion>

  <Accordion title="Test variations">
    Create multiple creatives and A/B test to find winners.
  </Accordion>
</AccordionGroup>

## Next Steps

<CardGroup cols={2}>
  <Card title="Templates & Placeholders" icon="code" href="/guides/creatives/templates">
    Advanced templating
  </Card>

  <Card title="ML Selection" icon="robot" href="/guides/creatives/ml-selection">
    Automated creative selection
  </Card>
</CardGroup>