WhatsApp 24-hour window and templates: a guide for businesses
Learn when you can reply freely on WhatsApp, when you need an approved template and how to avoid failed sends.
In a nutshell
WhatsApp distinguishes conversations started by the customer from messages started by the business. Understanding that difference prevents blocked campaigns, replies that don't go out and a poor experience for your audience.
What the service window is
When someone writes to you, a period opens in which the business can reply with free-form messages related to the inquiry. Each new customer message refreshes that period under WhatsApp's current rules.
The window is not general permission to send any content: the conversation must stay useful and respect the channel's policies.
- Reply about the reason for contact.
- Avoid misleading or irrelevant messages.
- Keep a record of consent when it applies.
When a template is needed
To start a conversation or write after the window has closed, you normally use a template previously approved by Meta. The template defines a structure and accepts controlled variables.
A responsible platform should check that the template exists, is approved and belongs to the line before queuing the send.
- Utility: notices and requested follow-ups.
- Marketing: promotions with consent.
- Authentication: codes and verifications.
Common mistakes
The most common problems are choosing a template from another account, filling in a variable incorrectly, using the wrong category or trying to send a free-form message outside the window.
It is also worth checking the number's quality and not insisting when the recipient isn't expecting the contact.
- Test the template with real, non-sensitive data.
- Preview the final text.
- Block the campaign if configuration is missing.
Safe operation with Volga
Volga picks the available sending path and explains when a template is needed. In campaigns, it checks the line and the template before creating the queue, so a configuration error doesn't turn into hundreds of failed attempts.
Because the rules belong to WhatsApp, always check them against Meta's current documentation before an important campaign.
- Pre-send checks.
- Eligible audience.
- Status of each send.
- Human review of sensitive campaigns.
Frequently asked questions
Questions about this guide
Does the window start when the business writes?
No. The service window is tied to the customer's last message and WhatsApp's current rules.
Does an approved template guarantee delivery?
No. Approval lets you use the structure, but delivery depends on the account, the recipient, the channel's quality and other Meta checks.