The WhatsApp 24-hour customer service window
Inside 24 hours of a user message you can reply free-form, free of conversation charges. Outside that window every message must be an approved template. Here's exactly how to stay inside it — and what it costs when you fall out.
- Official Meta Tech Partner
- Auto-reply bots stay inside the window
- Pre-approved Utility templates for re-engagement
Key things to know
Inbound = window opens
Any user-initiated message — text, reaction, button reply, media — starts a fresh 24-hour window.
Free-form replies stay free
Service conversations opened by a user message carry no per-conversation charge under Meta's 2026 pricing.
Templates re-open the window
An approved Utility, Authentication or Marketing template sent outside the window opens a new paid conversation.
Marketing is always template
Even inside the 24-hour window, promotional content must use a Marketing-category template.
People also ask
Q.What is the WhatsApp 24-hour customer service window?
The 24-hour window is a Meta policy that lets businesses send free-form (non-template) messages to a user for 24 hours after that user sends an inbound message. Outside the window you must use an approved Message Template, and Meta charges a per-conversation fee.
Q.Is the 24-hour window free?
Replies inside the 24-hour window are free of conversation charges — you only pay for marketing, utility or authentication template messages sent outside the window or that re-open a conversation.
Q.Does every inbound message reset the 24-hour window?
Yes. Each new inbound user message starts a fresh 24-hour customer service window. A reaction, button reply, list reply or media message all qualify as inbound.
Q.Can I send a marketing message inside the 24-hour window?
No. Marketing content always requires an approved Marketing template and opens a Marketing conversation, even inside the 24-hour window. Free-form messages must be transactional/service in nature.
Q.What happens when the 24-hour window closes?
Free-form sends stop working. To re-engage the customer you must send an approved Utility, Authentication or Marketing template, which opens a new paid conversation per Meta's 2026 pricing.
Q.How does the 24-hour window interact with conversation pricing?
Meta's per-conversation model (Marketing, Utility, Authentication, Service) runs in 24-hour windows. Service conversations opened by a user message are free in 2026; templated outbound conversations are paid.
How the 24-hour window actually works
Every time a customer sends you a message on WhatsApp — text, button tap, list pick, reaction or media — a 24-hour customer service window opens. During this window your business can respond with free-form text, media, interactive buttons or lists without using a pre-approved template.
When the 24-hour window closes, WhatsApp blocks free-form sends. To message that user again you must use an approved Message Template, and Meta opens a new paid conversation (Marketing, Utility or Authentication).
The window is per customer, not per business. You can have thousands of concurrent windows open with different customers, each on its own timer.
Built for serious growth teams
Inbound = window opens
Any user-initiated message — text, reaction, button reply, media — starts a fresh 24-hour window.
Free-form replies stay free
Service conversations opened by a user message carry no per-conversation charge under Meta's 2026 pricing.
Templates re-open the window
An approved Utility, Authentication or Marketing template sent outside the window opens a new paid conversation.
Marketing is always template
Even inside the 24-hour window, promotional content must use a Marketing-category template.
Multiple concurrent windows
Each customer has their own 24-hour timer — you can have unlimited open windows in parallel.
Auto-reply protects the window
An AI inbox or chatbot that responds within seconds keeps the window open as long as the conversation is active.
Get live in days, not months
- 1
Detect inbound
Every customer message starts a 24-hour timer — surface it on the agent inbox.
- 2
Reply free-form
Inside the window, send text, media, buttons or list pickers without a template.
- 3
Use a chatbot to stay live
Automate FAQs and quick replies so the conversation keeps the window open.
- 4
Pre-approve Utility templates
For order updates, appointment reminders and re-engagement, get Utility templates approved before you need them.
- 5
Re-engage with a template
After 24h, send the right-category template (Utility / Marketing) to open a new paid conversation.
Inside vs outside the 24-hour window
| Capability | LandinChat | Outside the window |
|---|---|---|
| Free-form text reply | Allowed | Blocked |
| Media / documents / buttons | Allowed | Blocked |
| Marketing content | Template only | Template only |
| Service conversation fee | Free (2026) | Paid per conversation |
| Re-engagement | Not needed | Utility / Marketing template |
| AI auto-reply / chatbot | Yes — instant | Template flow only |
Frequently asked questions
Never miss the 24-hour window again
LandinChat's AI inbox auto-replies inside the window and re-engages with pre-approved Utility templates the moment it closes.