On the WhatsApp Business Platform, when a customer messages you, a 24-hour customer service window opens. Within it, you can reply freely with normal messages.
Key rules
- The window opens or refreshes each time the customer sends you a message.
- Within 24 hours of their last message, you can send free-form replies, media and interactive messages.
- After 24 hours, you can only start a conversation using an approved template.
Why it matters
- Reply quickly while the window is open.
- Encourage customers to message you first, for example via click-to-chat links and click-to-WhatsApp ads.
- Plan templates for follow-ups after the window closes.
Costs
Meta’s prices for service replies and templates change over time. Replies within the window have often been free or cheap, while templates are charged by category. Check current pricing. Estimate with our cost per conversation calculator.
WhatsApp Business app
The free app does not have this rule; you can message contacts any time, but must still respect consent and avoid spam.
Prepare templates
Have follow-up and reminder templates ready; adapt from our message templates.
Read WhatsApp API pricing.
Want the full picture? This article is part of WhatsApp marketing: the complete guide, our in-depth guide with everything in one place.
