# Re-Engagement Error While Sending a Message in the Open Reply Window

#### **Why Does This Error Occur?**

WhatsApp's messaging policy enforces a **24-hour reply window**. This means businesses can only send free-form (non-template) messages to customers within **24 hours of the customer's last response**. If this window has elapsed, further communication requires the use of **approved template messages**.

If you attempt to send a non-template message outside of this window, the platform will display the **Re-Engagement Error**.

<figure><img src="https://2303112206-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F53n17VnOICC1LtDqlENV%2Fuploads%2FYV2mbFGC8gRl8tC6Y5Ly%2FScreenshot%202024-11-23%20at%2015.00.55.png?alt=media&#x26;token=1df79f8e-978a-4b05-accf-03440c69a614" alt=""><figcaption></figcaption></figure>

#### **Resolution Steps**

**Step 1: Confirm the Time Since Last Customer Interaction**

1. Check the time elapsed since the customer’s last reply.
2. If more than 24 hours have passed, proceed with the steps below.

**Step 2: Use a Template Message**

1. Select an **approved template message** from your messaging platform.
2. Personalize the template if necessary, ensuring it adheres to WhatsApp’s content guidelines.
   * Templates should not contain promotional language or unsolicited offers.
3. Send the template message to the customer.

**Step 3: Wait for Customer Response**

Once the customer responds to the template message, the **24-hour reply window** will reopen. At this point, you can:

* Send free-form messages.
* Continue the conversation without restrictions.


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