Applies To
- Messages API
When a customer sends a message to your Business or replies to it, that opens a 24-hour window.
During this window, your business can send any message including the Template messages or the free-form(i.e non-templated) messages.
Examples of free form messages are:Text, Images,Video, Interactive buttons, etc
After 24 hours from the customer's last message, the window closes. Once it's closed, you can only send pre-approved template messages.
If the customer sends another message or replies after the existing 24-hour window has closed, a new 24-hour window opens.
If you try to send free-form or non-templated messages outside of the customer care window, your Message will be rejected. Please take a look at this article for the error code.
Additional Information
WhatsApp Business Platform Specific Terms
Articles in this section
- Unable to Create a New Meta Business Portfolio — Creation Limit Reached
- How to Create a WhatsApp Authentication Template?
- Guidelines and Eligibility Criteria for Creating a WhatsApp Authentication Template
- WhatsApp Service Messages Become Billable on Oct 1, 2026: What You Need to Know
- Why is my WhatsApp Messaging Limit still at 250 and Display Name not visible after Business Verification?
- WhatsApp Display Name – Approval, Review & Appeal Process
- Understanding WhatsApp Usernames and Business-Scoped User IDs (BSUIDs) – Required Actions and Changes
- Understanding the "Business Verification Needed.." Message in WhatsApp Manager for Restricted WABA Accounts
- WhatsApp Business Account Locked - Error 1330
- WhatsApp Vonage Managed Manual Onboarding Form No Longer Available for partners