What is the 24-hour window?
The 24-hour window is the period after a customer's last message in which a business on the WhatsApp Business Platform can send free-form replies; after it closes, only approved templates can be sent until the customer writes again.
Also called: Customer service window.
In plain words
Each time a customer writes to a business on the Business Platform, a 24-hour customer service window opens. Within it, the business can reply in its own words, send photos and answer follow-up questions. Every new message from the customer starts the 24 hours again.
When the window closes, the business cannot simply carry on. To message that customer again, it has to use a template that Meta has approved, such as an appointment reminder or an order update, and the customer has to have opted in.
The rule exists to keep WhatsApp feeling personal. Customers hear from businesses mostly when they have just asked something, and the rest of the time only through messages that have been checked.
Instagram and Messenger have similar ideas for business messaging: replies are easiest soon after the person has written.
Instagram and Messenger have similar ideas for business messaging: replies are easiest soon after the person has written. Whatever the platform, answering quickly helps twice over: the customer gets their answer while they still care, and the conversation stays in the period when replying is simplest.
How it works in Spaces
The 24-hour window belongs to the WhatsApp Business Platform. Spaces connects your own number by QR code instead, so there is no window or template step. Spaces applies its own limits: pacing on every message, and low daily limits on new chats, while replies to people who message you are never held back by the warm-up.
On Instagram, the platform only lets you message someone who has not replied inside its messaging window, so replies in existing chats work best there. Spaces sends at most 80 Instagram messages a day per account.
Related terms
- Message template: A message template is a pre-written WhatsApp message, approved by Meta, that a business on the WhatsApp Business Platform must use to start a conversation or write outside the 24-hour window.
- WhatsApp Business Platform: The WhatsApp Business Platform is Meta's service for software to send and receive WhatsApp messages at scale, with approved templates, a 24-hour reply window and per-message fees.
- WhatsApp Business app: The WhatsApp Business app is the free WhatsApp app for small businesses, which works like normal WhatsApp on your phone with extras such as a business profile, quick replies and away messages.
- Instagram message requests: Instagram message requests are a separate folder where first messages from people you do not follow usually land, instead of your main inbox.
FAQ
When does the 24-hour window start?
When the customer sends a message. Each new message from them starts the 24 hours again.
What can I send after the window closes?
On the Business Platform, only an approved template, until the customer writes again.
Does the 24-hour window apply in Spaces?
Not on WhatsApp, because Spaces connects your own number rather than using the Business Platform. Spaces applies its own limits instead.
Does Instagram have a similar rule?
Instagram limits messages to people who have not replied, which is why replies in existing chats work best there.
Can an AI agent reply inside the window?
On the Business Platform, WhatsApp's policy allows automated replies inside the window, with clear ways to reach a person.
Useful next: WhatsApp limits, Instagram limits, WhatsApp message templates explained. Every term: the glossary.