How does it work?
When a customer sends a message to your WhatsApp number, a 24-hour conversation window opens. While this window is open, you can send any type of message: text, image, audio, video, document, etc. If the customer sends another message, the 24-hour timer resets. This means as long as there’s an active conversation, the window stays open.Inside the window (24h)
You can send any message freely using the free messages endpoints — no templates needed. Messages sent within the window are classified as Service and are free and unlimited.Utility templates sent within the 24h window are also free.
Outside the window (after 24h)
When the window closes, the only way to message the customer is through Meta-approved templates using the Send template endpoint.| Category | When to use | Cost |
|---|---|---|
| Marketing | Promotions, campaigns, offers | Charged per message sent |
| Utility | Confirmations, order updates, alerts | Free within window, charged outside |
| Authentication | OTP code, login verification | Charged per message sent |
How to reopen the window?
There are two ways:The customer sends a message
The simplest way. Any message from the customer opens a new 24h window immediately.
You send a template
Send an approved template (marketing, utility, or authentication). When the customer replies, the 24h window reopens and you can send free messages again.
Free entry via ads
When the customer comes through Click-to-WhatsApp (Facebook/Instagram ad) or a Facebook Page CTA button, the window extends to 72 hours and all messages are free during that period, including marketing templates.Visual summary
| Situation | Can send free messages? | Template required? | Cost |
|---|---|---|---|
| Customer sent a message (window open) | Yes | No | Free |
| Window closed (over 24h) | No | Yes | Depends on category |
| Via Click-to-WhatsApp ad | Yes | No | Free for 72h |
Next steps
Free messages
Send messages within the 24h window.
Send template
Send messages outside the window using templates.
Manage templates
Create and manage your approved templates.