The 24-Hour Messaging Window — How It Works

1. What Is the 24-Hour Window?

When a customer messages your business on WhatsApp, a 24-hour service window opens. During this window, you can send any type of message (text, images, documents, etc.) without needing a pre-approved template.

Once the 24-hour window closes, you can only re-initiate the conversation using an approved template message, which incurs a per-conversation charge.

2. How It Works

1. Customer sends a message — a 24-hour service window opens.
2. You reply freely — send any content (text, media, buttons) within the window.
3. Each new customer message resets the timer — the window extends 24 hours from the last customer message.
4. Window expires — after 24 hours of no customer activity, the window closes.
5. To re-engage — send an approved template message to open a new conversation.

3. Conversation Types

Service conversations are free for the first 1,000 per month. After that, they are charged at a lower rate than business-initiated conversations.

4. Messaging Outside the Window

Outside the 24-hour window, you must use a template message. Attempting to send a free-form message will fail.

Common scenarios for template messages:

• Follow-up — customer asked a question yesterday, you reply today with a template.
• Appointment reminder — send a utility template 24 hours before their appointment.
• Marketing campaign — broadcast a promotion to your contact list.
• Order update — shipping notification when the customer hasn’t messaged recently.

5. Maximising Free Conversations

• Respond quickly — the sooner you reply, the more time left in the window for back-and-forth.
• Encourage replies — ask questions, use quick-reply buttons, and request feedback to keep the window open.
• Use Click-to-WhatsApp ads — these create customer-initiated (service) conversations, not template-initiated ones.
• Add a WhatsApp widget to your website — customers who message you first open a free service window.
• Send complete information — resolve the customer’s query within the window to avoid needing a follow-up template.

6. Common Mistakes

• Not replying within 24 hours — the window expires and you need a paid template to re-engage.
• Confusing window types — a template message opens a new business-initiated conversation (paid), not a service window.
• Ignoring the timer — if a customer last messaged 23 hours ago, reply urgently before the window closes.
• Sending templates inside an open window — unnecessary and wasteful. Use free-form messages during the service window.