On mobile feeds, Meta shows only the start of your primary text and hides the rest behind "… See more". Anyone who doesn't tap sees that opening and nothing else, so it has to carry the ad. This checker counts your characters and previews roughly where the cut-off falls, before you launch.
How to use this checker
- Paste your primary text, the copy above the image or video.
- Add your headline, the bold line below the media.
- Add your description, the smaller line under the headline.
- Check each character count and the mobile feed preview, which cuts the primary text around where Meta typically truncates it.
- Edit until the hook and the offer sit before the cut, then confirm in Meta's own ad preview before you publish.
Recommended lengths
| Field | Where it appears | Meta's recommendation | Notes |
|---|---|---|---|
| Primary text | Above the image or video | About 125 characters before "… See more" | You can write more, but only the opening shows |
| Headline | Below the media, beside the button | Roughly 27–40 characters | Long headlines get cut on narrow screens |
| Description | Under the headline | Roughly 25–30 characters | Not shown on every placement |
Why the first line matters
Treat the first 125 characters as the ad and everything after as the small print. The opening should do at least one job: name the problem, show the result, state the offer or call out the audience. Greetings, brand introductions and "we're excited to announce" spend the one line every viewer sees on nothing.
The opening also drives your CTR. If it doesn't earn attention, nothing below it gets read, and a weak click-through rate makes every click more expensive.
Worked example: fixing a weak hook
| Weak opening | Stronger opening |
|---|---|
| Introducing our new collection, crafted with love for you. | Linen shirts for 40°C days. From ₹1,299, delivered free. |
| We're excited to announce our biggest sale of the year! | 30% off every coffee subscription, until Sunday only. |
| Premium skincare for everyone. | Dry skin by lunchtime? This balm is made for all-day wear. |
| Shop our bestsellers now. | Gifts for the friend who has everything, from $29. |
The stronger lines are specific: a price, a situation, a deadline or a named problem, all well inside the first 125 characters. Only promise what you can back up. For more patterns, see Facebook ad copy formulas.
How to read your result
If the preview cuts your primary text before the point or the offer, move them up rather than trimming the end. If the headline runs long, keep the benefit in the first few words. If the description is doing important work, move that information into the primary text or headline, because some placements won't show it.
Emojis, line breaks and formatting
- Emojis use up characters and can look spammy in some categories. One to mark the offer or a list is plenty, and never let them replace words.
- Line breaks make copy easier to scan, but a stack of short lines can hit the cut-off well before 125 characters. Make line one complete on its own.
- Capitals and punctuation: ALL CAPS reads as shouting, and a row of exclamation marks undermines trust.
Hindi and regional-language copy
Character counts and screen width don't line up neatly in Devanagari, Tamil, Bengali and other Indic scripts. This checker counts characters the way readers see them, so a letter with its vowel sign, such as कि, counts once, and so does an emoji. Tools that count raw code units can give a higher number for the same text. Many Indic glyphs are also wider than Latin letters, so a line can look fuller or shorter than its count suggests. Treat the counter as a guide, check the preview, then check Meta's own preview on a phone. Fly ROAS writes ads in 95+ languages. If you run English and Hindi versions of an offer, check each one separately.
How to improve your ad copy
- Put the hook and the offer in the first line.
- Keep headlines to the benefit or offer.
- Treat the description as a bonus, never the only place for key information.
- Match copy to creative so the image and first line tell the same story. Meta ad sizes covers the visual side.
- Test two or three openings against each other rather than polishing one. Creative testing explains how.
- Refresh copy along with the creative when ad fatigue sets in.
Frequently asked questions
What is the character limit for Facebook ad primary text?
Meta recommends keeping primary text to around 125 characters, because that's roughly what mobile feeds show before '… See more'. You can write longer copy, but only the opening appears until someone taps. Check the current Meta Ads Guide for your placement, as recommendations change.
How long should a Facebook ad headline be?
Aim for roughly 27–40 characters. Longer headlines can be cut off, especially on narrow screens and next to the call-to-action button. Put the benefit or offer first so the important words survive any truncation.
Where does the description show on Facebook ads?
The description sits under the headline in some placements, but it isn't shown everywhere. Keep it short, around 25–30 characters, and never put essential information only in the description.
Does long ad copy work on Facebook and Instagram?
It can, as long as the first line earns the tap on 'See more'. Longer copy suits considered purchases where people want detail, while short copy suits simple offers. Test a short and a long version with the same opening line and let the results decide.
Do Hindi and regional-language ads have different character limits?
The practical difference is width rather than the limit itself: character counts and screen width don't match neatly in Indic scripts. Different tools can count the same Hindi text differently, and glyphs can be wider than Latin letters, so the text visible before the cut-off can differ from English. Check the preview for every language version before you publish.
