# Understanding the 24-Hour Conversation Window

#### <mark style="color:$primary;">**What Is the 24-Hour Window?**</mark>

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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#### <mark style="color:$primary;">**What Opens the Window?**</mark>

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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#### <mark style="color:$primary;">**What Businesses Can Send Inside the Window**</mark>

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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#### <mark style="color:$primary;">**What Happens After 24 Hours?**</mark>

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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#### <mark style="color:$primary;">**Template Categories**</mark>

Meta charges templates based on category:

* Utility
* Marketing
* Authentication

Pricing depends on the customer’s country.

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#### <mark style="color:$primary;">**Window Refreshing (Timer Reset)**</mark>

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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#### <mark style="color:$primary;">**Common Misunderstandings**</mark>

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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#### <mark style="color:$primary;">**Quick Summary**</mark>

* 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