> ## Documentation Index
> Fetch the complete documentation index at: https://developer.hubmessage.io/llms.txt
> Use this file to discover all available pages before exploring further.

# 24-hour window

> Understand how the WhatsApp Official API's 24-hour window works and when to use templates

export const frontendUrl = 'https://app.hubmessage.io';

export const projectName = 'Hub Message';

## Understanding WhatsApp's 24-hour window

The 24-hour window is a rule of the **WhatsApp Official API** defined by Meta to control when a business can chat freely with a customer and when it's necessary to use **message templates (templates)**.

Understanding this concept is essential to using the platform correctly and avoiding errors when sending messages.

## What is the 24-hour window?

The 24-hour window is a period that begins whenever the **customer sends a message** to the business.

During this period, your business can respond freely using regular messages, such as text, images, documents, audio, video, lists, and buttons.

Each new message sent by the customer **resets this 24-hour counter**.

### Example

| Time               | Event                          | Window                                       |
| ------------------ | ------------------------------ | -------------------------------------------- |
| 10:00              | Customer sends "Hi"            | Window open until 10:00 the next day         |
| 15:30              | Business replies               | Allowed                                      |
| 18:20              | Customer sends another message | The window now expires at 18:20 the next day |
| 09:00 the next day | Business replies               | Allowed                                      |

## When the window is open

While the window is open, you can send almost any type of message.

**Allowed messages:**

* Text
* Images
* Videos
* Audio
* Documents
* Stickers (when supported)
* Location
* Contacts
* Interactive buttons
* Lists
* Automated replies
* Messages sent by AI agents
* Messages sent by human agents

<Note>
  During this period you don't need to use templates to respond to the customer.
</Note>

## When the window expires

After **24 hours with no new message from the customer**, the conversation is closed. From that point on:

* You can't send regular messages
* Any attempt will be rejected by the WhatsApp API

To start a new conversation, you'll need to send a **template approved by Meta**.

## Frequently asked questions

<AccordionGroup>
  <Accordion title="Can I send regular messages after 24 hours?">
    No. Once the window expires, only an approved template can be sent.
  </Accordion>

  <Accordion title="The customer replied to the template. Can I chat normally now?">
    Yes. As soon as the customer replies, a new 24-hour window opens.
  </Accordion>

  <Accordion title="Does every customer message reset the window?">
    Yes. Whenever the customer sends a new message, the window is renewed for another 24 hours.
  </Accordion>

  <Accordion title="Can I send media during the window?">
    Yes. Images, videos, documents, audio, and other supported formats can be sent normally while the window is open.
  </Accordion>

  <Accordion title="Do I need to create a template for every conversation?">
    No. Templates are only needed to start or resume a conversation when there is no open 24-hour window.
  </Accordion>
</AccordionGroup>

## Summary

| Situation                                    | Can I send a regular message? | Do I need a template? | Does Meta charge for it? |
| -------------------------------------------- | ----------------------------- | --------------------- | ------------------------ |
| Customer sent a message in the last 24 hours | ✅ Yes                         | ❌ No                  | ❌ No                     |
| Window expired                               | ❌ No                          | ✅ Yes                 | ✅ Yes                    |
| Customer replied to the template             | ✅ Yes                         | ❌ No                  | ❌ No                     |
| Customer did not reply to the template       | ❌ No                          | ✅ Yes                 | ✅ Yes                    |

## Best practices

* Reply to the customer while the 24-hour window is open to keep the conversation flowing
* Use templates only when you need to start or resume support
* Choose the correct template category (**Marketing**, **Utility**, or **Authentication**) to avoid approval rejections
* Monitor when the window is about to expire to automate sending templates when needed