The 24-hour window and templates
Understand WhatsApp's 24-hour customer service window, read the countdown in the Inbox, and send an approved template when the window is closed.
WhatsApp lets you send any kind of message to a customer for 24 hours after their last message to you. Outside that window, you can only send a message template that Meta has approved. The Inbox shows you where each conversation stands.
How the window works
- The window opens when the customer messages you, and lasts 24 hours from their latest message.
- Every new message from the customer starts a fresh 24 hours.
- When the window closes, you can still send an approved template. The moment the customer replies, the window opens again and you can send anything.
- If a customer has never messaged you, there is no window at all. Your first message to them must be an approved template.
About every five minutes, conversations whose window has ended are marked Closed. A new message from the customer then starts a new conversation. See Resolve and reopen.
Reading the countdown
The conversation header shows the window's state next to the customer's name:
| What you see | What it means |
|---|---|
| A ring with the time left, for example "5h" (the full text reads "5h 20m left to reply") | The window is open. The ring drains over the 24 hours. It turns amber with 4 hours or less left, and red with 1 hour or less. |
| Reply window closing | The window is at, or just past, its closing time. |
| Replies closed | The window has closed. Approved templates only. |
| No reply window yet | The customer has never messaged you. Approved templates only. |
In the conversation list, rows show the same states as a small badge, and you can filter the list by Reply window. See Inbox views, filters and search.
Send a template when the window is closed
When the window is closed or was never opened, the reply box is replaced by a notice: The 24-hour reply window has closed or This customer has never messaged you.
- In the notice, click Choose a template. The Send an approved template panel opens.
- In Template, search for and pick one of your approved templates.
- Fill in each Value the template asks for. The hint under each one says which placeholder it fills.
- If the template has an image, video or document header, either keep the template's default file or click Change and choose a file. If there is no default, you must choose one.
- If the template has a "Copy code" button, enter the Coupon code it copies (up to 15 characters).
- Check the preview under What the customer will read.
- Click Send template.
Only templates Meta has approved for your business appear in the list. To create or check templates, see Message templates and Template variables and buttons.
Tip: You can send a template while the window is open too. Click Send a template instead under the reply box.
If the app can't show you your template list, the panel asks for the Template name and Language code instead (as approved by Meta, for example order_update and en_US), and you add each value with Add a value. In that case no preview is shown.
If the template is refused
- That template is not approved: the template isn't approved for this number. Choose another, or check its status in WhatsApp Manager.
- WhatsApp did not take this coupon code: check the code and send again.
- The header file is still being processed: send again in a moment.
Cost and credit notices
Template messages are charged by WhatsApp. If your organisation pays for them through WhatsApp credits, a template can be refused before it is sent:
- Not enough WhatsApp credits: your credits can't cover this template message. The notice says what one costs and what your balance is. Nothing was sent, and replies inside the 24-hour window still go out. Owners and Billing Administrators can click Top up. See WhatsApp credits.
Your plan's allowances can also stop sending:
- A notice that an allowance is used up says how much your organisation has used for this period and when it resets. Sending is paused for this period may appear before you even try. Owners and Billing Administrators can click Choose a plan; anyone else should ask the account Owner. See Usage and Plans and trial.
Related
- Reply to a conversation
- Opt-outs and consent: an opted-out or blocked contact can't be sent even a template
Still need help?
Write to us at [email protected] and tell us what you were trying to do. Already a customer? Sign in to IconEngage — the same articles are under Help in the app.