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WhatsApp templates and the 24-hour window

What WhatsApp's 24-hour window is, why afterwards you can only send Meta-approved templates, and how to create, pick and send a template from a chat.

WhatsApp only lets you reply freely to a customer for 24 hours after their last message; after that, the only way to write to them again is with a Meta-approved template. watsi tells you in the chat when the window has closed ("WhatsApp window closed") and the composer asks you to select a template. As soon as the customer replies, the window opens again and you can write normally.

How the window works

Window open

The customer wrote less than 24 hours ago. You and the AI agent can send any message: text, photos, audio, documents, quick messages.

Window closed

More than 24 hours have passed since the customer's last message. You can only send an approved template; quick messages, attachments and audio are turned off.

Every new message from the customer restarts the 24 hours. Your own messages don't.

On Instagram and Messenger the rule is different: Meta allows replies within 7 days of the customer's last message, and there are no templates to reopen the conversation. After that, the customer has to write to you again.

Send a template from a chat

  1. 1

    Open the templates

    With the window closed, the composer shows "Select a template to send a message". Open WhatsApp templates (you can also open them while the window is open).

  2. 2

    Pick an approved template

    Search for the template or mark it as a favorite to find it quickly. Only templates with Approved status can be sent.

  3. 3

    Fill in the variables

    Click apply. If the template has variables (like {{1}} for the name), fill them in the composer.

  4. 4

    Send

    You'll see "Template ready. Press Send to deliver it." Press Send.

Meta charges template messages to your Meta Business account, based on the recipient's country and the template category.

Create a template

From the template picker, click Create template. Templates need Meta's approval and are usually approved within about 24 hours.

FieldRule
NameLowercase letters, numbers and underscores only
CategoryMarketing, Utility or Authentication (Meta assigns the final one on review)
HeaderNone, text (60 characters), image (5 MB), video (16 MB) or document (50 MB)
BodyUp to 1,024 characters; each {{1}} variable needs a sample value
FooterUp to 60 characters, no variables
ButtonsUp to 10: at most 2 link buttons and 1 phone button

Template statuses

Approved (can be sent), Pending (in review), Rejected, Paused and Disabled (the last two are set by Meta). A template that isn't approved can't be sent.

Frequently asked questions

What is the WhatsApp 24-hour window?

It's the period WhatsApp gives you to reply freely to a customer. It starts every time the customer messages you and lasts 24 hours. Inside it you can send any message; outside it you can only send Meta-approved templates.

How do I message a customer after 24 hours?

Send them an approved template. In the chat, the composer asks you to select a template; pick it in WhatsApp templates, fill in its variables and send it. When the customer replies, the window opens again.

How long does Meta take to approve a template?

Templates are usually approved within about 24 hours. Meanwhile the template shows as Pending and can't be sent.

Does sending a template cost money?

Yes. Meta charges template messages to your Meta Business account, based on the recipient's country and the template category.