Ctrlk
For the complete documentation index, see llms.txt. This page is also available as Markdown.

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.

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.

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.

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.

Template Categories

Meta charges templates based on category:

  • Utility

  • Marketing

  • Authentication

Pricing depends on the customer’s country.

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.

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)

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

PreviousHow to Build Automation Journeys Using WhatsApp Links and QR Codes in DoubleTickNextStart a New Chat with Customers

Last updated