> For the complete documentation index, see [llms.txt](https://learn.doubletick.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://learn.doubletick.io/troubleshoot-errors/troubleshoot-common-whatsapp-api-errors/re-engagement-error.md). # Re-Engagement Error Learn how to fix the re-engagement error when you send a message to a customer, whether the 24-hour reply window has expired or is still open. The **re-engagement error** appears when DoubleTick cannot send your message because WhatsApp sees the **24-hour reply window** as closed. This guide explains why it happens and how to fix it. #### What's covered * [Why does this error occur?](#why-does-this-error-occur) * [How to fix the error when the window has expired](#how-to-fix-the-error-when-the-window-has-expired) * [Re-engagement error even when the 24-hour window is open](#re-engagement-error-even-when-the-24-hour-window-is-open) * [Key takeaways](#key-takeaways)
#### Why does this error occur? WhatsApp allows you to send **free-form (non-template) messages** only within 24 hours of the customer's last reply. After that, you need an **approved template message**. If you send a non-template message outside this window, DoubleTick shows the re-engagement error. #### How to fix the error when the window has expired * Check how much time has passed since the customer's last reply. If it is more than **24 hours**, continue with the steps below. * Select an **approved template message**. * Personalize the template if needed, and make sure it follows WhatsApp's content guidelines. Avoid promotional language and unsolicited offers. * Send the template message to the customer. * Wait for the customer to reply. Their reply reopens the **24-hour window**. * Send free-form messages and continue the conversation as usual. #### Re-engagement error even when the 24-hour window is open Sometimes you see the re-engagement error even though the customer messaged you within the last 24 hours. **Why this happens** When a customer messages you, Meta should send DoubleTick a **"message received" webhook**. In some cases, Meta does not deliver this webhook. Meta then still treats the window as closed, so your reply is blocked even though the chat looks open. **How to fix it** * Send an **approved template message** to the customer. * Wait for the customer to reply to the template. * The reply delivers the webhook, and the **24-hour window** opens properly. * You can now send free-form messages again. **Don't want to send a marketing template?** Use [Frictionless Messaging in DoubleTick](/whatsapp-business-api/frictionless-messaging-in-doubletick.md) and the [Direct send guide](/whatsapp-business-api/direct-send-guide.md). With these, you can send a normal message without a pre approved template, if your business is eligible. When the customer replies, Meta delivers the webhook and the window opens. This also saves you template costs and delays for these chats. To get these enabled, contact your **DoubleTick account manager**. #### Key takeaways * The re-engagement error means WhatsApp sees the **24-hour reply window** as closed. * Sending a template and waiting for the customer's reply **reopens the window**. * The error can also appear inside the 24-hour window if Meta does not deliver the **"message received" webhook**. * **Frictionless Messaging** and the **Direct Send API** let eligible businesses send a normal message without a template. #### FAQs
Why do I see the re-engagement error when the customer messaged me recently? Meta sometimes does not deliver the "message received" webhook. Because of this, the window still looks closed on Meta's side. Send a template and wait for the customer to reply to fix it.
Do I have to send a marketing template to reopen the window? No. If your business is eligible, you can use Frictionless Messaging or the Direct Send API to send a normal message instead.
When does the window reopen? The window reopens when the customer replies to your message. The reply delivers the webhook to Meta and DoubleTick.
#### Related articles {% content-ref url="/spaces/53n17VnOICC1LtDqlENV/pages/z5rtzTWvpg1VQiwDqADo" %} [Frictionless Messaging in DoubleTick](/whatsapp-business-api/frictionless-messaging-in-doubletick.md) {% endcontent-ref %} {% content-ref url="/spaces/53n17VnOICC1LtDqlENV/pages/DKrCpKqNjeWNQjAL4wEs" %} [Direct send guide](/whatsapp-business-api/direct-send-guide.md) {% endcontent-ref %} {% content-ref url="/spaces/53n17VnOICC1LtDqlENV/pages/ZZOsARyvxyIQZ91P3RlZ" %} [Understanding the 24-hour messaging window](/chat-management/start-and-manage-chats/understanding-the-24-hour-messaging-window.md) {% endcontent-ref %} --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation by asking a question. Perform an HTTP GET request on the following URL with the `ask` and `goal` query parameters: ``` GET https://learn.doubletick.io/troubleshoot-errors/troubleshoot-common-whatsapp-api-errors/re-engagement-error.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is what the user is ultimately trying to achieve, the reason they need the answer. Sharing it helps GitBook give you a better, more relevant answer. A goal is most helpful when it describes the outcome the user wants rather than restating the question. For example, with `ask=how do I create an API token`, a goal like `automate deployments from our CI pipeline` lets GitBook tailor the answer to that use case. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.