Updated over a month ago

The24-hour windowis a core part of howWhatsApp with Chatarminmessaging works. It’s designed to promote fast, customer-friendly conversations between businesses and users - while preventing spam and unwanted messages.

🕐 How the 24-Hour Window Works

When acustomer sends a messageto your business (for example, by asking a question, replying to a campaign, or requesting support), WhatsApp automatically opens a24-hour service window.

During this 24-hour period:

• Your business can reply to the customeras often as needed

• You can sendfree-form messages(any text, media, buttons, etc.)

This window gives your team the flexibility toresolve issues, follow up, or continue conversations naturally, without any restrictions or additional fees.

❓What Happens After 24 Hours?

If the customer doesnot send another messagewithin 24 hours, the windowcloses. At that point:

• You canno longer send free replies

• WhatsApp blocks free-form messages

• The only way to re-engage is by sending apaid, pre-approved message template

As soon as the customer sendsany new message, thenew 24-hour window opens.
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Template messages outside the 24h window must beapproved by Metain advance and may have different pricing depending on their type (Marketing, Utility, Authentication).
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​Want to understand how Meta charges for messages?
👉Here is an article explaining how Meta’s pricing works