What is the WhatsApp 24-hour window?
The WhatsApp 24-hour window, officially the customer service window, is the 24 hours after a customer's last message to a business on the WhatsApp Business Platform. Inside it the business can reply freely; outside it, only pre-approved template messages are allowed.
Also called: WhatsApp customer service window, 24-hour rule, WhatsApp messaging window.
By Santhul Joseph, AI EngineerUpdated
How the window works
- A customer sends you a message, and a 24-hour window opens.
- Inside it, you can send any reply: text, images, links, as many messages as the conversation needs.
- Every new message from the customer starts the 24 hours again.
- Once the window closes, you can only reach the customer with a template message Meta has approved, and Meta charges for delivered templates.
Why it matters
The window rewards fast answers. A webshop that replies the next morning to a question sent at 9 in the evening is fine. One that replies two days later has missed the window and has to start again with a paid template.
Replies inside the window are free from Meta, so answering quickly also keeps costs down. The exact rules and prices change from time to time, so check Meta's current rules.
Staying inside the window with SimplyBoost
The SimplyBoost AI agent answers WhatsApp messages as they come in, day and night, from your own knowledge, so customers get their answer while the window is wide open.
When a conversation needs a person, your team is alerted by email, in the dashboard or in Slack. Reply within the 24 hours and you can still answer freely.
Questions people ask
Does the window reset when the customer writes again?
Yes. Each new message from the customer opens a fresh 24-hour window.
What happens if I reply after 24 hours?
A normal free-form reply is no longer allowed. You need an approved template message, which Meta charges for, and the window opens again once the customer replies.
Does Instagram have a similar rule?
Yes. Instagram also limits when a business can message someone after their last message, with its own exceptions. Check Meta's current rules for each platform.