When a customer messages a business, a 24-hour customer-service window opens. Outside it, the business can only start conversations with approved templates.
Example
Replying to a buyer
A buyer messages a Pune brokerage at 8:40 p.m. on Tuesday asking for a floor plan. Agents can reply with free-form messages, photos and PDFs until 8:40 p.m. on Wednesday. On Thursday, the agent can only send an approved template — such as a site-visit follow-up — and if the buyer replies, a new 24-hour window opens.
Figures are illustrative, not market rates.
Questions about WhatsApp 24-hour window
When does the 24-hour window open?
When the customer sends a message to the business, or replies to one. Each new message from the customer resets the 24-hour timer. Messages the business sends do not open or extend the window.
What can be sent outside the 24-hour window?
Only approved template messages. They can be personalised with variables and may include buttons, but they must match an approved template. Free-form text, ad-hoc photos and documents need the customer to message first.
Are messages inside the window charged?
Under Meta’s current pricing, free-form replies inside an open customer-service window are not charged, and utility templates sent within the window are also not charged. Marketing templates are charged. Check Meta’s pricing page for current rules.
Sources
- Meta — sending messages with the Cloud API · accessed
- Meta — WhatsApp Business Platform pricing · accessed
See also
Reviewed