Rules after the window closes
- Free-form replies are not allowed after 24 hours.
- Use an approved template to message the customer.
- Category (marketing/utility/auth) determines the conversation charge.
Can we send message after 24 hours?
Rules for sending WhatsApp Business API messages after 24 hours and how templates apply.
You can message customers after 24 hours only by using an approved template. Free-form messages are limited to the 24-hour service window.
Key takeaways
- Outside 24 hours, send a template (marketing, utility, or authentication) to reopen the conversation.
- Each template send starts a new billable conversation in its category.
- Keep utility templates ready for common follow-ups to reduce costs.
Related guides worth reading next
Strengthen this topic cluster by also reading What is 24-hour rule in WhatsApp Business API?, WhatsApp Business API session window.
Practical workflow
- Set timers for aging tickets approaching 24 hours.
- Auto-switch to templates for follow-ups when the window closes.
- Offer clear value to encourage replies and reopen the service window.
What to avoid
- Sending unapproved content after 24 hours.
- Using marketing language in utility templates—this can trigger reclassification.
- Ignoring opt-out signals; honor them promptly.
FAQs
Can I use the same template repeatedly?
Yes, but relevance matters. Overuse without value may hurt quality and deliverability.
Does a template guarantee delivery?
No. Quality and opt-in still matter. High block rates can impact delivery.
Can I send a free-form message right after a template?
Once the user replies, you have a new 24-hour service window for free-form messages.
Explore more WhatsApp Business API resources
Messaging Rules and Compliance
What is 24-hour rule in WhatsApp Business API?
Definition of the service window and what you can send inside or outside 24 hours.
Messaging Rules and Compliance
WhatsApp Business API session window
Session basics, triggers, and best practices for timely replies.
Messaging Rules and Compliance
WhatsApp Business API message limits
Messaging tiers, quality signals, and tips to increase limits.
Messaging Rules and Compliance
WhatsApp Business API policy rules
Allowed/disallowed content, opt-in, opt-out, and template guidelines.
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