The 24-hour window and message templates: how do they work?
After a customer message you can reply freely for 24 hours. After that, only a Meta-approved message template can be sent.
This is Meta's rule and it applies to every platform.
- Within 24 hours: free text, images, documents.
- After that: a template (text approved in advance by Meta), often charged by Meta.
- Each new customer message opens a new 24-hour window.
In the WhatzAI team inbox, a banner shows whether the window is open, and the “Template” button lists your approved templates.
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Updated 17 October 2026. Meta's rules change: if in doubt, check WhatsApp Business's official documentation.