WhatsApp setup

The 24-hour window and templates

Why you can only send free-form messages for 24 hours after a customer writes, what a template is, and how to see which one applies.

The simple rule

WhatsApp has one big rule for businesses:

When a customer messages you, a 24-hour window opens. During those 24 hours you can reply with any message you like, and replying is free.
After the 24 hours, or if you want to message first, you must use a message template: a short message approved in advance by WhatsApp.

Open the Inbox and click a conversation. In the contact panel on the right, a line such as 24h left — reply window open (2) shows that the window is open. While it shows, you can type anything.

The contact panel with the 24h left line marked 2
Type your reply in the message box (2) at the bottom and press Enter. Once the window has closed, send an approved template instead.

The message box at the bottom of a conversation marked 2
Templates are managed under Broadcasts → Templates (1). A template starts as Pending, and WhatsApp marks it Approved or Rejected, usually within minutes to a day. Only approved templates can be sent.

The Message templates page with Broadcasts in the sidebar marked 1 and the Approved filter marked 2

What counts as a message that opens the window?

Any message from the customer: text, a photo, a voice note, or a tap on a button.

I need to message someone who has not written to me. What do I do?

Use an approved template, sent as a broadcast or from the conversation.

Why was my template rejected?

The rejection reason is shown on the template. Read Create a message template for how to write one that is approved.

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