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The 24-hour customer service window is a Meta rule that controls when a WhatsApp Business number can send free-form messages. It opens the moment a customer sends a message and stays open for 24 hours. Outside this window, only pre-approved templates can be sent. The rule exists to prevent businesses from spamming users.

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How the window works

When a customer sends any message to your WhatsApp Business number, a 24-hour window opens. During this window you can send text, images, documents, video, audio, stickers — any message type. After 24 hours with no new message from the customer, the window closes.

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The window is rolling (resets with each message)

The 24-hour timer resets every time the customer sends a new message. Example:
  • Customer sends “hi” at 10:00 AM → window open until 10:00 AM next day
  • Customer sends “hello” again at 2:00 PM → window resets, now open until 2:00 PM next day
  • The window does NOT close at the original 10:00 AM — it follows the most recent customer message.

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Outside the window — templates only

When the window is closed (no customer message in the last 24 hours), you can only send Meta-approved message templates. Free-form text, images, and other message types will fail. Templates must be created and submitted to Meta for approval before use. See Why templates exist.

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Reopening the window

If you send a template and the customer replies (any reply — even “yes” or “no”), the 24-hour window reopens and you can send free-form messages again.

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Reference image

Template message example

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Frequently asked

The 24-hour customer service window has closed. Your customer hasn’t sent you a message in the last 24 hours. You can only send a pre-approved template message to re-engage them.
When a customer messages your WhatsApp Business number, a 24-hour window opens during which you can send any message type. After 24 hours of silence from the customer, the window closes and only approved templates can be sent.
Yes. The window is rolling — it resets to 24 hours from the customer’s most recent message. If they message at 10 AM and again at 2 PM, the window is open until 2 PM the next day, not 10 AM.
Send an approved template message. If the customer replies to it, the window reopens and you can send normal messages again.
To prevent businesses from spamming users. The rule ensures businesses can only send free-form messages in response to a customer-initiated conversation.

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Gotchas & common mistakes

  • Sending free-form text outside the window — results in a failed message error. Always check whether the window is open before sending non-template messages.
  • Thinking the window is fixed — the window resets with every customer message.
  • Sending a template and not waiting for a reply — the window only reopens when the customer replies. Sending another template without a reply does not reopen it.
  • Confusing the 24-hour window with template approval — templates must be created and approved by Meta in advance. See Why templates exist.