So, the problem was that when a field is set with a visual editor, in WPML translation it was a default one-line field. If anyone has the same problem, you actually need to manually specify that the field should be “visual” in wpml-config.xml or in /wp-admin/admin.php?page=wpml-translation-management%2Fmenu%2Fsettings&sm=custom-xml-config
Here’s my example for one field:
<wpml-config> <custom-fields> <custom-field action="translate" style="visual">YOURFIELDNAME</custom-field> </custom-fields> </wpml-config>
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