Spintax: how to make a message unique
Spintax is a technology for automatically generating unique text variants from a single source template. The tool is widely used in email marketing, mass broadcasts, and SEO to create personalized messages and bypass anti-spam filters.
UniMessenger supports standard spintax syntax. A detailed description of the rules and usage recommendations is in this guide.
For UniMessenger WhatsApp — used to randomize messages in creating/editing broadcasts and group broadcasts. For UniInstagram — used to randomize messages in action settings where a message / text is used (for example, a Reels post, a DM, and so on).
How spintax works
Spintax uses curly braces {} and the vertical bar | to create variable blocks of text. On each generation the system randomly picks one of the offered options.
Basic syntax:
- {a|b|c} — the system picks one of the options: a, b, or c.
- {a|b}{c|d} — the system combines the results of two blocks, producing: ac, ad, bc, or bd.
- {a|b{c|d}} — the system uses nested options: it picks a or one of the combinations bc or bd.
Core principles
- Synonyms and alternatives
Text variants are separated by a vertical bar | inside curly braces. Use synonyms and phrases close in meaning to make the text sound natural.
- Multiple combinations
Several spintax blocks in one message create a large number of unique variants. For example, three blocks with 3 options each give 27 different combinations (3×3×3).
Usage examples
Greeting: {Hello|Hi|Good afternoon}, {valued customer|friend}!
Generates 6 unique greeting variants, such as: "Hello, customer!", "Hi, friend!", "Good afternoon, friend!", and so on.
Main text: Today {I|our team} {prepared|created} for you a {special offer|unique opportunity}.
Creates 8 different versions of the sentence, such as: "Today our team prepared for you a special offer", "Today I created a unique opportunity", and others.
Call to action: {Press|Click} the {link|this button} and {get a {discount|bonus|gift}|learn about a {discount|bonus|gift}}!
Generates 24 call-to-action variants, such as: "Press this button and learn about a discount!", "Click the link and get a discount", and others.
Recommendations for spintax use
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Use spintax for the key elements of messages — greetings, calls to action, and descriptions.
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Randomizing single words works better than whole sentences.
For example, the template {Note that |Don't miss} {|our} {new|unique} {|special} offer gives a better result than {Check out our new offer|Note our unique offer}.
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Keep the text natural — watch grammar, gender, number, and case agreement.
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Test all possible combinations of the template before launching a mass broadcast to avoid errors or unnatural phrases.
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Don't overdo it: too many options can produce nonsensical or odd phrases.
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Use constructions with word omission, such as {|all}, to add variability:
I want to greet {|all} of my subscribers
- Vary punctuation at the end of sentences to boost uniqueness:
Good afternoon {!|.|)|))|}
- Don't use the characters {, }, or | in the text. If you need them as plain characters, replace them with others — for example, with a slash /.
For example: the phrase "{Price 100/|200}" will be rendered correctly as Price 100/200.
- Remember: over time any template loses effectiveness.
Change wording and test different variants to keep broadcast uniqueness high.
Practical benefits
- Uniqueness.
Every recipient sees a slightly different version of the text, which makes the broadcast feel live and natural. This approach avoids repeating templates and boosts engagement.
- Filter bypass.
Thanks to varied wording, the system reduces the chance of triggering anti-spam filters and improves message deliverability.
- Personalization.
Different wording variants create the illusion of one-on-one communication — the recipient feels personally addressed rather than part of a mass broadcast.
- Testing.
Spintax lets you quickly compare the effectiveness of different wordings, headlines, or calls to action to pick the ones that deliver the best results.