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WhatsApp Business API / 3 min read

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.

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.

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.

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