# 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.

Source: https://docs.watsi.ai/en/chats/templates-24h-window

**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.

> **Note**
  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

### 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).
### 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.
### Fill in the variables
    Click apply. If the template has variables (like `{{1}}` for the name), fill them in the composer.
### Send
    You'll see "Template ready. Press Send to deliver it." Press **Send**.

> **Warning**
  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.

| Field    | Rule                                                                                    |
| -------- | --------------------------------------------------------------------------------------- |
| Name     | Lowercase letters, numbers and underscores only                                         |
| Category | **Marketing**, **Utility** or **Authentication** (Meta assigns the final one on review) |
| Header   | None, text (60 characters), image (5 MB), video (16 MB) or document (50 MB)             |
| Body     | Up to 1,024 characters; each `{{1}}` variable needs a sample value                      |
| Footer   | Up to 60 characters, no variables                                                       |
| Buttons  | Up 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.

## Related

- [WhatsApp campaigns](/campaigns/whatsapp-campaigns) — send a template to many contacts.
- [Confirmations and reminders](/scheduling/confirmations-reminders) — appointment confirmations are templates too.
- [Quick messages](/chats/quick-replies)

## FAQ

### 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.