What is Handlebars and How to Use It in MSG91?

Personalize Emails with Handlebars

Handlebars is a templating language that lets you create dynamic email content using expressions inside double curly braces {{ }}.

In MSG91, you can use Handlebars to:

Insert variables like customer name, order ID, or any other data.
Show or hide blocks of content based on simple conditions.
Loop through lists such as items in an order.

This document shows what is supported in MSG91’s Handlebars implementation and how to use it safely when creating templates.

1. What Handlebars features are available in MSG91?

MSG91 supports the core Handlebars helpers:

Variables

{{firstName}}
{{user.tier.gold}}

Conditions (if / else)

{{#if isPremium}} … {{/if}}
{{#if isPremium}} … {{else}} … {{/if}}

Negative condition (unless)

{{#unless hasOrdered}} … {{/unless}}

Loops (each)

{{#each order.items}} … {{/each}}

Root context (advanced use)

{{@root.supportPhone}} — access a top-level variable from inside a nested block.

1.1 Helpers that are NOT available

These helpers are not supported in MSG91 and will cause errors such as “Missing helper”:

Logical helpers: and, or, {{#and}}, {{#or}}
Comparison helpers: greaterThan, lessThan, gt, lt, equals, notEquals
Utility helpers: length, subtract, and any other custom helper not added by MSG91

Important:
To ensure your templates work, use only:

if
else
unless
each

And send simple boolean flags from your backend.

2. Common patterns for building templates

These reusable patterns work with MSG91’s supported Handlebars features.

2.1 Simple show/hide with `if` and `else`

Use this when you want different text for different users.

Template

{{#if isPremium}}
  <p>Thanks for being a premium user! Enjoy your exclusive benefits.</p>
{{else}}
  <p>Upgrade to premium to unlock more benefits.</p>
{{/if}}

Sample data

{
  "isPremium": true
}

2.2 Negative condition using `unless`

Use this when you want to show a reminder only if something has not happened.

Template

{{#unless hasOrdered}}
  <p>You haven’t placed an order yet. Use code WELCOME10 to get 10% off!</p>
{{/unless}}

Sample data

{
  "hasOrdered": false
}

2.3 “AND” condition (A and B) using nested `if`

Handlebars does not support “and”, so we use nested conditions.

Template

<p>
Hello {{name}}!
{{#if hasFoodPreference}}
  {{#if hasDrinkPreference}}
    Thank you for letting us know your dining preferences.
  {{/if}}
{{/if}}
 We look forward to sending you more delicious recipes.
</p>

Sample data

{
  "name": "Ben",
  "hasFoodPreference": true,
  "hasDrinkPreference": true
}

2.4 “OR” condition (A or B) using a boolean flag

Compute OR in your application.

Template

<p>
Hello {{name}}!
{{#if hasOutdoorInterest}}
  We think you might enjoy a map of trails in your area.
{{else}}
  We’d love to know more about the outdoor activities you enjoy.
{{/if}}
 Have a great day.
</p>

Sample data

{
  "name": "Ben",
  "isRunner": true,
  "isCyclist": false,
  "hasOutdoorInterest": true
}

2.5 Comparison via boolean flags

For example: “balance above ₹1,00,000” or “items in cart”.

High balance example

{{#if user.isHighBalance}}
  <p>Alert: Your account balance exceeds ₹1,00,000.</p>
{{/if}}

Sample data

{
  "user": {
    "balance": 125000,
    "isHighBalance": true
  }
}

Cart example

<p>
Hello {{name}}!
{{#if hasCartItems}}
  You have items left in your cart. Continue checkout anytime.
{{else}}
  Thanks for browsing our site.
{{/if}}
</p>

Sample data

{
  "name": "Ben",
  "hasCartItems": true
}

2.6 Looping with `each`

Template

<ol>
  {{#each user.orderHistory}}
    <li>You ordered: {{this.item}} on {{this.date}}</li>
  {{/each}}
</ol>

Sample data

{
  "user": {
    "orderHistory": [
      { "date": "2025-02-01", "item": "NIKE Air Force" },
      { "date": "2025-05-01", "item": "Air Jordans" },
      { "date": "2025-07-01", "item": "Converse All Stars" }
    ]
  }
}

3. Quick cheat sheet

Need	Template pattern	Data you must send
Show content for premium users	{{#if isPremium}} … {{/if}}	"isPremium": true/false
Reminder if no order	{{#unless hasOrdered}} … {{/unless}}	"hasOrdered": true/false
A AND B	Nested {{#if}}	Two booleans
A OR B	Single {{#if flag}}	One OR-boolean
Compare threshold	{{#if someFlag}}	Precomputed boolean
List items	{{#each items}}	Array
Access root variable	{{@root.xyz}}	Root variable

<!DOCTYPE html>
<html>
  <head>
    <meta charset="utf-8" />
    <title>MSG91 Handlebars Combined Test</title>
  </head>
  <body>

    <!-- 2.1 Simple show/hide with if / else -->
    <h2>Premium Section</h2>
    {{#if isPremium}}
      <p>Thanks for being a premium user! Enjoy your exclusive benefits.</p>
    {{else}}
      <p>Upgrade to premium to unlock more benefits.</p>
    {{/if}}

    <hr />

    <!-- 2.2 Negative condition with unless -->
    <h2>Order Reminder</h2>
    {{#unless hasOrdered}}
      <p>You haven’t placed an order yet. Use code <strong>WELCOME10</strong> to get 10% off your first purchase!</p>
    {{/unless}}

    <hr />

    <!-- 2.3 AND condition with nested if -->
    <h2>Dining Preferences (AND condition)</h2>
    <p>
      Hello {{name}}!
      {{#if hasFoodPreference}}
        {{#if hasDrinkPreference}}
          Thank you for letting us know your dining preferences.
        {{/if}}
      {{/if}}
      We look forward to sending you more delicious recipes.
    </p>

    <hr />

    <!-- 2.4 OR condition with boolean flag -->
    <h2>Outdoor Interest (OR flag)</h2>
    <p>
      Hello {{name}}!
      {{#if hasOutdoorInterest}}
        We think you might enjoy a map of trails in your area.
      {{else}}
        We’d love to know more about the outdoor activities you enjoy.
      {{/if}}
      Have a great day.
    </p>

    <hr />

    <!-- 2.5 Comparison via boolean flags: high balance -->
    <h2>High Balance Alert</h2>
    {{#if user.isHighBalance}}
      <p>Alert: Your account balance exceeds ₹1,00,000. Consider investing to grow your savings.</p>
    {{/if}}

    <!-- 2.5 Comparison via boolean flags: cart items -->
    <h2>Cart Reminder</h2>
    <p>
      Hello {{name}}!
      {{#if hasCartItems}}
        It looks like you still have some items in your shopping cart.
        Sign back in to continue checking out at any time.
      {{else}}
        Thanks for browsing our site. We hope you'll come back soon.
      {{/if}}
    </p>

    <hr />

    <!-- 2.6 Looping over lists with each -->
    <h2>Order History</h2>
    <ol>
      {{#each user.orderHistory}}
        <li>You ordered: {{this.item}} on: {{this.date}}</li>
      {{/each}}
    </ol>

    <hr />

    <!-- Cheat sheet: generic items list -->
    <h2>Generic Items List (cheat sheet pattern)</h2>
    <ul>
      {{#each items}}
        <li>{{this}}</li>
      {{/each}}
    </ul>

    <!-- Cheat sheet: root context example -->
    <p>
      For help, contact us at: {{@root.supportPhone}}
    </p>

  </body>
</html>

{
  "isPremium": true,
  "hasOrdered": false,

  "name": "Bhaskar",

  "hasFoodPreference": true,
  "hasDrinkPreference": true,

  "isRunner": true,
  "isCyclist": false,
  "hasOutdoorInterest": true,

  "hasCartItems": true,
  "cartItems": [
    "raft",
    "water bottle",
    "sleeping bag"
  ],

  "user": {
    "balance": 125000,
    "isHighBalance": true,
    "orderHistory": [
      { "date": "2025-02-01", "item": "NIKE Air Force" },
      { "date": "2025-05-01", "item": "Air Jordans" },
      { "date": "2025-07-01", "item": "Converse All Stars" }
    ]
  },

  "items": [
    "Item A",
    "Item B",
    "Item C"
  ],

  "supportPhone": "+91-9876543210"
}

4. Do’s and Don’ts

Do:

Keep logic simple (if, else, unless, each)
Compute complex logic in backend
Test with sample JSON
Use booleans like isHighBalance, hasItems, etc.

Don’t:

Don’t use unsupported helpers (or, and, greaterThan, equals, subtract, etc.)
Don’t put business logic inside templates
Don’t reference variables you don’t send

5. Why Use Handlebars in MSG91?

Multiple emails flying everywhere — hard to track
→ Always accurate and personalized using live data.
Credits wasted for separate email content
→ Save credits — one dynamic template handles all orders.
Templates too rigid
→ Handlebars enables dynamic emails at scale.

Compatible with automated workflows and transactional emails.

6. How to Create a Template in MSG91

1. Log in to your MSG91 Email account

Open your MSG91 dashboard.

2. Go to Templates → Create Template

Navigate to Email → Templates → Create Template.

3. Choose “Start from Scratch” or Use AI

Build a template manually
Or generate via AI, then enhance with Handlebars

4. Insert Handlebars in the Email Body

Use Handlebars directly in your HTML editor to show dynamic content.

5. Test Your Template

Use Preview or provide sample JSON.

6. Submit and Launch

Submit for approval → Once approved, use in campaigns or workflows.

7. Need Help?

If you’re unsure about your data or template logic, we’re here to help.

Email: support@msg91.com
Live Chat: Available in MSG91 Dashboard

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What is Handlebars and How to Use It in MSG91?

Personalize Emails with Handlebars

1. What Handlebars features are available in MSG91?

Variables

Conditions (if / else)

Negative condition (unless)

Loops (each)

Root context (advanced use)

1.1 Helpers that are NOT available

2. Common patterns for building templates

2.1 Simple show/hide with if and else

2.2 Negative condition using unless

2.3 “AND” condition (A and B) using nested if

2.4 “OR” condition (A or B) using a boolean flag

2.5 Comparison via boolean flags

2.6 Looping with each

3. Quick cheat sheet

4. Do’s and Don’ts

Do:

Don’t:

5. Why Use Handlebars in MSG91?

6. How to Create a Template in MSG91

1. Log in to your MSG91 Email account

2. Go to Templates → Create Template

3. Choose “Start from Scratch” or Use AI

4. Insert Handlebars in the Email Body

5. Test Your Template

6. Submit and Launch

7. Need Help?

On this page

2.1 Simple show/hide with `if` and `else`

2.2 Negative condition using `unless`

2.3 “AND” condition (A and B) using nested `if`

2.6 Looping with `each`