In short#
The customer service window is about 24 hours. Inside that window, I can reply with free-form messages. Outside that window, I need an approved template.
They write first vs I write first#
When they write first, the conversation is open and I can reply in plain language.
When I write first, or when their last message is already older than about 24 hours, WhatsApp requires an approved template.
Situation | What I can send |
|---|---|
They wrote less than about 24 hours ago | A free-form reply |
They never wrote | An approved template |
Last message older than about 24 hours | An approved template |
The window restarts on each inbound message#
Every inbound message restarts the roughly 24 hour window.
A common case: if a conversation stays quiet over the weekend, Monday morning often needs a template.
Next#
To create templates, I continue with WhatsApp message templates.
To send an approved template, I go to Send WhatsApp template.
Meta documentation#
Meta documents this rule in sending messages.