On the WhatsApp Business Platform you can reply freely for 24 hours after a customer writes to you. After that, you can only send message templates that Meta has approved. This guide explains both rules in plain words and gives you template wording you can adapt.
Who these rules apply to
There are two ways for a business to use WhatsApp. The rules in this guide belong to the second one.
- The WhatsApp Business app. A free app on your phone. You type messages by hand, like in a normal chat. It has quick replies and a simple greeting message, but no approved templates in the sense used here.
- The WhatsApp Business Platform, often called the API. This is the technical connection that software, bots and shared team inboxes use. Here Meta sets clear rules for when a business may send what.
If you use a bot, a booking tool or a provider that sends WhatsApp messages for you, you are almost certainly on the Platform, and the 24-hour rule and templates apply to you. The guide WhatsApp Business app or Platform compares the two in more detail.
The 24-hour customer service window
The idea is simple. The customer decides when a conversation is open.
- A customer sends you a message.
- This opens a customer service window of 24 hours.
- Inside the window you can reply with free-form messages. That means normal text you or your bot write on the spot, without prior approval.
- Each new message from the customer starts the 24 hours again.
- When the window has closed, free-form messages no longer go out. You then need an approved template.
A practical example: a customer asks on Monday at 10:00 whether you have a free slot this week. You can answer freely until Tuesday at 10:00. If you only find a slot on Wednesday, your normal reply will not be delivered. You need a template to reopen the conversation, and when the customer answers it, a new window opens.
The lesson for daily work is to reply fast. A quick first answer keeps the conversation inside the window and saves you the template.
What a message template is
A message template is a message you write in advance and submit to Meta for approval. It has fixed text and placeholders for the parts that change, such as a name, a date or an order number. Once it is approved, you can send it outside the 24-hour window to people who have given you their opt-in.
Meta sorts templates into categories. The names and details have changed over time, but the basic groups are:
| Category | Used for | Example |
|---|---|---|
| Utility | Messages about something the customer already did or booked | Appointment reminder, order update |
| Authentication | One-time codes for login or verification | Your code is 123456 |
| Marketing | Offers, news, invitations to come back | New autumn menu, a seasonal offer |
The category matters. It affects how Meta reviews the template and what the message costs. Meta charges for messages on the Platform, and the pricing model has changed more than once. Check Meta's current pricing page, or ask your provider, before you plan a budget. Do not rely on numbers from old blog posts.
Templates you can adapt
Replace the parts in square brackets. In the real template these become numbered placeholders.
Appointment reminder (utility):
Hi [name], this is a reminder of your appointment at [business] on [date] at [time]. Reply YES to confirm or CHANGE if you need a different time.
Order ready (utility):
Hi [name], your order [order number] at [business] is ready for collection. We are open today until [time].
Late answer to an open question (utility):
Hi [name], this is [business]. We now have an answer to your question from [date]. Reply to this message and we will send you the details.
News for subscribers (marketing):
Hi [name], [business] here. Our [new service or product] is available from [date]. Reply INFO for details or STOP if you do not want these messages.
Why templates get rejected and how to avoid it
Meta reviews every template before you can use it. Approval is often quick, but it is not guaranteed. These points help:
- Pick the right category. A discount in a message that you labelled as utility is a common reason for trouble. If it sells, it is marketing.
- Make the purpose clear. A reviewer should understand from the text alone why the customer gets this message.
- Do not make the whole text a placeholder. A template that is only "Hello [1], [2]" gives no context and is likely to fail.
- Name your business. The customer should see at once who is writing.
- Check spelling and formatting. Sloppy text looks like spam.
- Do not ask for sensitive data such as full card numbers or passwords.
Approval is not the end. If many recipients block or report your messages, the quality rating of a template can drop and Meta can pause it. Send fewer, more useful messages.
A simple way to stay within the rules
Use this short checklist before you send anything outside a conversation:
- Did this person give an opt-in for WhatsApp messages from us? See the guide on WhatsApp opt-in.
- Is the 24-hour window still open? If yes, write freely. If no, use a template.
- Is the template in the right category?
- Is there an easy way to say stop?
Meta's rules and national laws are two different things, and both apply. Data protection and marketing rules differ by country and change over time. This is general information, not legal advice.
If you do not want to handle windows and templates yourself, a provider can do it for you. The WhatsApp Bot from Astranode is built on the official Platform and is in early access.
Inside 24 hours after a customer message you can reply freely. Outside it you need an approved template and the customer's opt-in, so reply fast and keep templates few and useful.