diff --git a/app/__init__.py b/app/__init__.py
index e85140659..c0c431c0b 100644
--- a/app/__init__.py
+++ b/app/__init__.py
@@ -62,8 +62,6 @@ def create_app(config_name, config_overrides=None):
 
     application.session_interface = ItsdangerousSessionInterface()
 
-    application.add_template_filter(placeholders)
-    application.add_template_filter(replace_placeholders)
     application.add_template_filter(nl2br)
     application.add_template_filter(format_datetime)
     application.add_template_filter(syntax_highlight_json)
@@ -123,16 +121,6 @@ def convert_to_boolean(value):
     return value
 
 
-def placeholders(value):
-    if not value:
-        return value
-    return Markup(re.sub(
-        r"\(\(([^\)]+)\)\)",  # anything that looks like ((registration number))
-        lambda match: "<span class='placeholder'>{}</span>".format(match.group(1)),
-        value
-    ))
-
-
 def nl2br(value):
     _paragraph_re = re.compile(r'(?:\r\n|\r|\n){2,}')
 
@@ -141,16 +129,6 @@ def nl2br(value):
     return Markup(result)
 
 
-def replace_placeholders(template, values):
-    if not template:
-        return template
-    return Markup(re.sub(
-        r"\(\(([^\)]+)\)\)",  # anything that looks like ((registration number))
-        lambda match: values.get(match.group(1), ''),
-        template
-    ))
-
-
 def syntax_highlight_json(code):
     return Markup(highlight(code, JavascriptLexer(), HtmlFormatter(noclasses=True)))
 
diff --git a/app/main/dao/templates_dao.py b/app/main/dao/templates_dao.py
index 72d47bcd2..4eb05ed9d 100644
--- a/app/main/dao/templates_dao.py
+++ b/app/main/dao/templates_dao.py
@@ -1,4 +1,4 @@
-from flask import url_for
+from flask import url_for, abort
 from app import notifications_api_client
 from app.main.utils import BrowsableItem
 
@@ -17,9 +17,24 @@ def get_service_templates(service_id):
     return notifications_api_client.get_service_templates(service_id)
 
 
-def get_service_template(service_id, template_id):
-    return notifications_api_client.get_service_template(
-        service_id, template_id)
+def get_service_templates_or_404(service_id):
+    try:
+        get_service_templates(service_id)
+    except HTTPError as e:
+        if e.status_code == 404:
+            abort(404)
+        else:
+            raise e
+
+
+def get_service_template_or_404(service_id, template_id):
+    try:
+        return notifications_api_client.get_service_template(service_id, template_id)
+    except HTTPError as e:
+        if e.status_code == 404:
+            abort(404)
+        else:
+            raise e
 
 
 def delete_service_template(service_id, template_id):
diff --git a/app/main/views/jobs.py b/app/main/views/jobs.py
index d19e29cd3..dd5e45e04 100644
--- a/app/main/views/jobs.py
+++ b/app/main/views/jobs.py
@@ -8,6 +8,7 @@ from flask import (
 )
 from flask_login import login_required
 from notifications_python_client.errors import HTTPError
+from utils.template import Template
 
 from app import job_api_client
 from app.main import main
@@ -38,7 +39,6 @@ def view_jobs(service_id):
 def view_job(service_id, job_id):
     try:
         job = job_api_client.get_job(service_id, job_id)['data']
-        template = templates_dao.get_service_template(service_id, job['template'])['data']
         messages = []
         return render_template(
             'views/job.html',
@@ -55,7 +55,9 @@ def view_job(service_id, job_id):
             cost=u'£0.00',
             uploaded_file_name=job['original_file_name'],
             uploaded_file_time=job['created_at'],
-            template=template,
+            template=Template(
+                templates_dao.get_service_template_or_404(service_id, job['template'])['data']
+            ),
             service_id=service_id
         )
     except HTTPError as e:
diff --git a/app/main/views/sms.py b/app/main/views/sms.py
index c7c7f75c1..94a5b19f6 100644
--- a/app/main/views/sms.py
+++ b/app/main/views/sms.py
@@ -1,6 +1,8 @@
 import csv
 import uuid
 import botocore
+import re
+import io
 
 from datetime import date
 
@@ -12,12 +14,14 @@ from flask import (
     flash,
     abort,
     session,
-    current_app
+    current_app,
+    Markup
 )
 
 from flask_login import login_required
 from werkzeug import secure_filename
 from notifications_python_client.errors import HTTPError
+from utils.template import Template
 
 from app.main import main
 from app.main.forms import CsvUploadForm
@@ -35,22 +39,19 @@ from app.main.utils import (
 
 @main.route("/services/<service_id>/sms/send", methods=['GET'])
 def choose_sms_template(service_id):
-    try:
-        templates = templates_dao.get_service_templates(service_id)['data']
-    except HTTPError as e:
-        if e.status_code == 404:
-            abort(404)
-        else:
-            raise e
-
-    return render_template('views/choose-sms-template.html',
-                           templates=templates,
-                           service_id=service_id)
+    return render_template(
+        'views/choose-sms-template.html',
+        templates=[
+            Template(template) for template in templates_dao.get_service_templates(service_id)['data']
+        ],
+        service_id=service_id
+    )
 
 
 @main.route("/services/<service_id>/sms/send/<template_id>", methods=['GET', 'POST'])
 @login_required
 def send_sms(service_id, template_id):
+
     form = CsvUploadForm()
     if form.validate_on_submit():
         try:
@@ -63,24 +64,33 @@ def send_sms(service_id, template_id):
                                     service_id=service_id,
                                     upload_id=upload_id))
         except ValueError as e:
-            message = 'There was a problem uploading: {}'.format(
-                      csv_file.filename)
-            flash(message)
+            flash('There was a problem uploading: {}'.format(csv_file.filename))
             flash(str(e))
             return redirect(url_for('.send_sms', service_id=service_id, template_id=template_id))
 
-    try:
-        template = templates_dao.get_service_template(service_id, template_id)['data']
-    except HTTPError as e:
-        if e.status_code == 404:
-            abort(404)
-        else:
-            raise e
+    template = Template(
+       templates_dao.get_service_template_or_404(service_id, template_id)['data']
+    )
 
-    return render_template('views/send-sms.html',
-                           template=template,
-                           form=form,
-                           service_id=service_id)
+    return render_template(
+        'views/send-sms.html',
+        template=template,
+        column_headers=['phone number'] + template.placeholders_as_markup,
+        form=form,
+        service_id=service_id
+    )
+
+
+@main.route("/services/<service_id>/sms/send/<template_id>.csv", methods=['GET'])
+@login_required
+def get_example_csv(service_id, template_id):
+    template = templates_dao.get_service_template_or_404(service_id, template_id)['data']
+    output = io.StringIO()
+    csv.writer(output).writerow(
+        ['phone number'] + Template(template).list_placeholders
+    )
+
+    return(output.getvalue(), 200, {'Content-Type': 'text/csv; charset=utf-8'})
 
 
 @main.route("/services/<service_id>/sms/check/<upload_id>",
@@ -89,21 +99,23 @@ def send_sms(service_id, template_id):
 def check_sms(service_id, upload_id):
 
     if request.method == 'GET':
-
         contents = s3download(service_id, upload_id)
         if not contents:
             flash('There was a problem reading your upload file')
         upload_result = _get_numbers(contents)
         upload_data = session['upload_data']
-        original_file_name = upload_data.get('original_file_name')
         template_id = upload_data.get('template_id')
-        template = templates_dao.get_service_template(service_id, template_id)['data']
+        template = Template(
+            templates_dao.get_service_template_or_404(service_id, template_id)['data'],
+            values=upload_result['valid'][0] if upload_result['valid'] else {},
+            drop_values={'phone'}
+        )
         return render_template(
             'views/check-sms.html',
             upload_result=upload_result,
-            message_template=template['content'],
-            original_file_name=original_file_name,
-            template_id=template_id,
+            template=template,
+            column_headers=['phone number'] + template.placeholders_as_markup,
+            original_file_name=upload_data.get('original_file_name'),
             service_id=service_id
         )
     elif request.method == 'POST':
@@ -153,3 +165,16 @@ def _get_numbers(contents):
         except InvalidPhoneError:
             rejects.append({"line_number": i+2, "phone": row['phone']})
     return {"valid": valid, "rejects": rejects}
+
+
+def _get_column_headers(template_content, marked_up=False):
+    headers = re.findall(
+        r"\(\(([^\)]+)\)\)",  # anything that looks like ((registration number))
+        template_content
+    )
+    if marked_up:
+        return [
+            Markup("<span class='placeholder'>{}</span>".format(header))
+            for header in headers
+        ]
+    return headers
diff --git a/app/main/views/templates.py b/app/main/views/templates.py
index 33d93e93a..0b3f492ff 100644
--- a/app/main/views/templates.py
+++ b/app/main/views/templates.py
@@ -1,13 +1,15 @@
 from flask import request, render_template, redirect, url_for, flash, abort
 from flask_login import login_required
 
+from notifications_python_client.errors import HTTPError
+from utils.template import Template
+
 from app.main import main
 from app.main.forms import TemplateForm
 from app import job_api_client
 from app.main.dao.services_dao import get_service_by_id
 from app.main.dao import templates_dao as tdao
 from app.main.dao import services_dao as sdao
-from notifications_python_client.errors import HTTPError
 
 
 @main.route("/services/<service_id>/templates")
@@ -15,7 +17,6 @@ from notifications_python_client.errors import HTTPError
 def manage_service_templates(service_id):
     try:
         jobs = job_api_client.get_job(service_id)['data']
-        templates = tdao.get_service_templates(service_id)['data']
     except HTTPError as e:
         if e.status_code == 404:
             abort(404)
@@ -25,7 +26,11 @@ def manage_service_templates(service_id):
         'views/manage-templates.html',
         service_id=service_id,
         has_jobs=bool(jobs),
-        templates=[tdao.TemplatesBrowsableItem(x) for x in templates])
+        templates=[
+            Template(template)
+            for template in tdao.get_service_templates(service_id)['data']
+        ]
+    )
 
 
 @main.route("/services/<service_id>/templates/add", methods=['GET', 'POST'])
@@ -56,14 +61,7 @@ def add_service_template(service_id):
 @main.route("/services/<service_id>/templates/<int:template_id>", methods=['GET', 'POST'])
 @login_required
 def edit_service_template(service_id, template_id):
-    try:
-        template = tdao.get_service_template(service_id, template_id)['data']
-    except HTTPError as e:
-        if e.status_code == 404:
-            abort(404)
-        else:
-            raise e
-
+    template = tdao.get_service_template_or_404(service_id, template_id)['data']
     template['template_content'] = template['content']
     form = TemplateForm(**template)
 
@@ -84,21 +82,14 @@ def edit_service_template(service_id, template_id):
 @main.route("/services/<service_id>/templates/<int:template_id>/delete", methods=['GET', 'POST'])
 @login_required
 def delete_service_template(service_id, template_id):
-    try:
-        template = tdao.get_service_template(service_id, template_id)['data']
-    except HTTPError as e:
-        if e.status_code == 404:
-            abort(404)
-        else:
-            raise e
-
-    template['template_content'] = template['content']
-    form = TemplateForm(**template)
+    template = tdao.get_service_template_or_404(service_id, template_id)['data']
 
     if request.method == 'POST':
         tdao.delete_service_template(service_id, template_id)
         return redirect(url_for('.manage_service_templates', service_id=service_id))
 
+    template['template_content'] = template['content']
+    form = TemplateForm(**template)
     flash('Are you sure you want to delete ‘{}’?'.format(form.name.data), 'delete')
     return render_template(
         'views/edit-template.html',
diff --git a/app/templates/components/email-message.html b/app/templates/components/email-message.html
index 2a8f65eb8..6d9920121 100644
--- a/app/templates/components/email-message.html
+++ b/app/templates/components/email-message.html
@@ -10,10 +10,10 @@
   {% endif %}
   <div class="email-message">
     <div class="email-message-subject">
-      {{ subject|placeholders }}
+      {{ subject }}
     </div>
     <div class="email-message-body">
-      {{ body|nl2br|placeholders }}
+      {{ body|nl2br }}
     </div>
   </div>
 {% endmacro %}
diff --git a/app/templates/components/sms-message.html b/app/templates/components/sms-message.html
index 044f3f5c7..490254485 100644
--- a/app/templates/components/sms-message.html
+++ b/app/templates/components/sms-message.html
@@ -11,7 +11,7 @@
     </h3>
   {% endif %}
   <div class="sms-message-wrapper{% if input_name %}-with-radio{% endif %}">
-    {{ body|placeholders }}
+    {{ body }}
   </div>
   {% if recipient %}
     <p class="sms-message-recipient">
diff --git a/app/templates/views/check-sms.html b/app/templates/views/check-sms.html
index 2a61a83f2..d4b761075 100644
--- a/app/templates/views/check-sms.html
+++ b/app/templates/views/check-sms.html
@@ -17,14 +17,14 @@
     {% for rejected in upload_result.rejects %}
       <p>Line {{rejected.line_number}}: {{rejected.phone }}</a>
     {% endfor %}
-    <p><a href="{{url_for('.send_sms', service_id=service_id, template_id=template_id)}}" class="button">Go back and resolve errors</a></p>
+    <p><a href="{{url_for('.send_sms', service_id=service_id, template_id=template.id)}}" class="button">Go back and resolve errors</a></p>
 
   {% else %}
 
     <div class="grid-row">
       <div class="column-two-thirds">
         {{ sms_message(
-          message_template|replace_placeholders(upload_result.valid[0])
+          template.replaced
         )}}
       </div>
     </div>
@@ -32,13 +32,13 @@
     <form method="POST" enctype="multipart/form-data">
       <input type="hidden" name="csrf_token" value="{{ csrf_token() }}" />
       <input type="submit" class="button" value="{{ "Send {} text message{}".format(upload_result.valid|count, '' if upload_result.valid|count == 1 else 's') }}" />
-      <a href="{{url_for('.send_sms', service_id=service_id, template_id=template_id)}}" class="page-footer-back-link">Back</a>
+      <a href="{{url_for('.send_sms', service_id=service_id, template_id=template.id)}}" class="page-footer-back-link">Back</a>
     </form>
 
     {% call(item) list_table(
       upload_result.valid,
       caption=original_file_name,
-      field_headings=['Phone number']
+      field_headings=column_headers
     ) %}
       {% call field() %}
         {{ item.phone }}
diff --git a/app/templates/views/job.html b/app/templates/views/job.html
index c72e6d34f..40af13526 100644
--- a/app/templates/views/job.html
+++ b/app/templates/views/job.html
@@ -17,7 +17,7 @@
     <div class="grid-row">
       <div class="column-two-thirds">
         {{ sms_message(
-          template['content'],
+          template.formatted_as_markup,
         )}}
       </div>
     </div>
diff --git a/app/templates/views/manage-templates.html b/app/templates/views/manage-templates.html
index 2d3da827e..346c87739 100644
--- a/app/templates/views/manage-templates.html
+++ b/app/templates/views/manage-templates.html
@@ -26,19 +26,19 @@ Manage templates – GOV.UK Notify
       <div class="column-two-thirds">
 
         {% for template in templates %}
-          {% if template.get_field('template_type') == 'sms' %}
-            {{ sms_message(
-              template.get_field('content'),
-              name=template.title,
-              id=template.get_field('id'),
-              edit_link=url_for('.edit_service_template', service_id=template.get_field('service'), template_id=template.get_field('id'))
-            ) }}
-          {% elif template.get_field('template_type') == 'email' %}
+          {% if template.template_type == 'email' %}
             {{ email_message(
               template.get_field('subject'),
               template.get_field('content'),
               name=template.get_field('name'),
-              edit_link=url_for('.edit_service_template', service_id=template.get_field('service'), template_id=template.get_field('id'))
+              edit_link=url_for('.edit_service_template', service_id=service_id, template_id=template.id)
+            ) }}
+          {% else %}
+            {{ sms_message(
+              template.formatted_as_markup,
+              name=template.name,
+              id=template.id,
+              edit_link=url_for('.edit_service_template', service_id=service_id, template_id=template.id)
             ) }}
           {% endif %}
         {% endfor %}
diff --git a/app/templates/views/send-sms.html b/app/templates/views/send-sms.html
index 66f7491ee..c43c52265 100644
--- a/app/templates/views/send-sms.html
+++ b/app/templates/views/send-sms.html
@@ -2,6 +2,7 @@
 {% from "components/sms-message.html" import sms_message %}
 {% from "components/page-footer.html" import page_footer %}
 {% from "components/file-upload.html" import file_upload %}
+{% from "components/table.html" import list_table %}
 
 {% block page_title %}
   Send text messages – GOV.UK Notify
@@ -32,5 +33,20 @@
       "Continue to preview"
     ) }}
 
+    {% if column_headers %}
+      {% call(item) list_table(
+        [],
+        caption='Preview',
+        field_headings=column_headers,
+        field_headings_visible=True,
+        caption_visible=False,
+        empty_message="Your data here"
+      ) %}
+      {% endcall %}
+    {% endif %}
+    <p class="table-show-more-link">
+      <a href="{{ url_for('.get_example_csv', service_id=service_id, template_id=template.id) }}">Download this CSV file</a>
+    </p>
+
   </form>
 {% endblock %}
diff --git a/requirements.txt b/requirements.txt
index 2c5fed09d..631ea6965 100644
--- a/requirements.txt
+++ b/requirements.txt
@@ -14,4 +14,4 @@ Pygments==2.0.2
 
 git+https://github.com/alphagov/notifications-python-client.git@0.2.5#egg=notifications-python-client==0.2.5
 
-git+https://github.com/alphagov/notifications-utils.git@0.0.3#egg=notifications-utils==0.0.3
+git+https://github.com/alphagov/notifications-utils.git@0.1.0#egg=notifications-utils==0.1.0
diff --git a/tests/app/main/views/test_sms.py b/tests/app/main/views/test_sms.py
index 9f4c4c158..57af2f99e 100644
--- a/tests/app/main/views/test_sms.py
+++ b/tests/app/main/views/test_sms.py
@@ -8,9 +8,8 @@ def test_choose_sms_template(app_,
                              api_user_active,
                              mock_login,
                              mock_get_user,
-                             mock_get_service_templates,
                              mock_check_verify_code,
-                             mock_get_service_template):
+                             mock_get_service_templates):
     with app_.test_request_context():
         with app_.test_client() as client:
             client.login(api_user_active)