The 24-hour window explained

The 24-hour customer service window decides whether you can send a free-form message or must use an approved template. It is one of the most important rules on the WhatsApp Business API.

How the window works

The window opens when a customer sends you a message. For the next 24 hours you can reply with any content: text, images, documents or buttons. Each new customer message restarts the 24 hours.

When the window is closed

After 24 hours without a customer message, you can only send an approved message template. Templates are reviewed by Meta and fall into marketing, utility or authentication categories. See the template approval rules.

Click-to-WhatsApp ads

When a customer starts a chat from a click-to-WhatsApp ad, Meta opens a longer window for free-form replies. Check Meta's current terms for the exact duration and any pricing effect, as these are updated from time to time.

How to use the window well

• Reply fast while the window is open: that is when conversion is highest.
• Before it closes, ask a question that invites a reply and keeps the window open.
• Use templates for reminders and follow-ups that fall outside the window.
• Show the remaining window time to agents so nobody replies too late.

Related: team inbox, API pricing in India.

A worked example

A customer messages your clinic at 10:00 on Monday asking about a check-up. You reply freely until 10:00 on Tuesday. If they go quiet and you want to follow up on Wednesday, the window has closed, so the follow-up must be an approved template, such as an appointment reminder. If they reply to that template, a fresh 24 hours begins.

Common mistakes

• Trying to send free text after the window closed and getting a failed delivery.
• Assuming a template message reopens the window. Only a customer reply does.
• Not showing agents how much time is left, so urgent chats are answered too late.

Frequently asked questions