The 24-hour customer service window on WhatsApp, explained

If your business uses the WhatsApp Business Platform, one rule shapes almost everything you do: the 24-hour customer service window. Understanding it saves a lot of confusion about why a message could not be sent, and helps you plan follow-ups.

What the window is

Every time a customer sends your business a message, a 24-hour window opens. During that window you can reply freely: text, images, documents, buttons, whatever the conversation needs.

Each new message from the customer resets the 24 hours. The window closes 24 hours after their most recent message.

What happens when the window closes

Once the window has closed, you cannot send free-form messages to that customer. To start the conversation again, you need a template message: a message whose wording has been submitted to and approved by Meta in advance.

Templates are grouped into categories, for example:

• utility, for updates the customer expects, such as order confirmations and delivery updates
• marketing, for promotions, offers and announcements
• authentication, for one-time passwords

If the customer replies to your template, a new 24-hour window opens and you can continue the conversation normally.

Why it matters for your team

The window affects everyday work in a few ways:

• answer customers quickly, so you can still reply freely when you have the answer
• prepare approved templates for the follow-ups you send often, such as "your order is ready" or "we have an update on your request"
• when a case takes longer than a day, plan to re-open the conversation with a template

Good software makes this visible, for example by showing agents how much time is left in each conversation's window and suggesting a template once it has closed.

How it relates to cost

Meta charges for certain template messages, at rates that depend on the template category and the customer's country. Replies inside the customer service window are treated differently from templates sent outside it. Pricing rules change from time to time, so check Meta's current pricing information or ask your provider for the details that apply to your account.

In short

Reply within 24 hours and you can say anything that helps the customer. After that, use an approved template to reach out, and let the customer's reply open the conversation again.