WhatsApp Business's 24-hour rule, explained simply
12 October 2026 · 4 min read
When a business uses WhatsApp professionally, through Meta's official API, one simple rule applies to every conversation: the 24-hour window.
What the rule says
Each time a customer writes to you, a 24-hour window opens. During that time you can reply freely: text, images, documents. Every new customer message restarts the 24 hours.
And after 24 hours?
If the customer has not written for more than 24 hours, WhatsApp no longer allows free-form messages. You must use a message template, meaning a text approved in advance by Meta. This protects WhatsApp users from unsolicited messages.
What it means for you
- Reply fast: inside the window, the conversation is simple and smooth.
- To follow up with a customer later, prepare one or two templates and get them approved.
- Only write to people who agreed to receive your messages.
- A customer who replies “STOP” must not be contacted again.
How WhatzAI helps
The AI agent replies in seconds, so always inside the window. In the team inbox, a banner shows whether the window is open or closed, and offers your approved templates when it is closed.