Understanding the 24-Hour Conversation Window

What Is the 24-Hour Window?

WhatsApp Business API does not allow businesses to message customers freely at all times.

The rule is simple:

• When a customer sends a message, a 24-hour window opens

• During this window, the business can reply normally

• If 24 hours pass without a customer message, templates become mandatory

This ensures messaging stays customer-led and consent-based.

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What Opens the Window?

The window opens only when the customer takes an action such as:

• Sending a direct message (“Hi”, “Price?”, “Interested”)

• Replying to a template message

• Clicking “Send Message” on a Click-to-WhatsApp ad

• Using a Quick Reply or CTA button

Only customer interaction can open the conversation window.

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What Businesses Can Send Inside the Window

During the active window, businesses can send:

• Free-form text messages

• Media (images, PDFs, videos)

• Support replies and sales follow-ups

• Payment links and order updates

Templates are not required during this time, and messaging costs are lower.

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What Happens After 24 Hours?

Once the window expires:

• Free-text messages are blocked

• Media and interactive messages are blocked

• Only template messages are allowed

Sending a template after expiry becomes a paid business-initiated conversation.

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Template Categories

Meta charges templates based on category:

• Utility

• Marketing

• Authentication

Pricing depends on the customer’s country.

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Window Refreshing (Timer Reset)

Every new customer message resets the 24-hour timer.

Example:

• Customer messages at 10:00 AM → window open till next day 10:00 AM

• Customer replies again at 2:00 PM → window extends till next day 2:00 PM

This allows continuous conversations as long as the customer stays active.

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Common Misunderstandings

New customers often believe:

• Saving the number allows messaging anytime (it does not)

• Broadcasts open the window (only replies do)

• Conversations remain open forever (only 24 hours)

• Templates open the window automatically (customer reply is required)

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Quick Summary

• Customer message opens the 24-hour window

• Inside window = normal messaging allowed

• After window = templates required

• Templates are paid and categorized

• DoubleTick handles compliance automatically