Platform rules · 5 min read
The WhatsApp 24-hour window, explained
When can a business send a free-form WhatsApp message, and when does it need a template? A plain-language guide to the customer service window.
By the AUTODMs team ·
If you use the WhatsApp Business Platform, every conversation has a clock. Understanding it saves you from failed messages and unexpected fees.
The customer service window
When a customer messages you, a 24-hour window opens. Inside it you can reply with any message: text, images, buttons or lists. Each new message from the customer restarts the 24 hours.
Outside the window
Once 24 hours have passed since the customer’s last message, you can only send an approved message template. Templates are written in advance and reviewed by Meta, and they’re grouped into categories such as marketing, utility and authentication.
- Utility: order confirmations, delivery updates, appointment reminders.
- Marketing: offers, new products, back-in-stock alerts.
- Authentication: one-time codes.
Opt-in matters
Before you message someone with a template, they need to have agreed to hear from you on WhatsApp. AUTODMs records opt-in on each contact, and a STOP keyword unsubscribes them instantly.
How AUTODMs helps
Live Chat shows the time left in the window for every conversation. When it closes, the composer switches to templates, and broadcasts skip anyone who isn’t eligible, so nothing is sent that WhatsApp would reject.