Yes, but only while the 24‑hour customer service window is open with that customer. Free‑entry (e.g., Click‑to‑WhatsApp Ad, Page CTA) does not bypass the 24‑hour rule.

What are non‑template messages?

Non‑template messages are free‑form messages you send without pre‑approval. Use them to:

• Reply to customer questions in real time.
• Continue a conversation inside the 24‑hour customer service window.

Outside the window, you must use an approved template.

When are non‑template messages allowed during free‑entry?

You can send non‑template messages if all are true:

1. A free‑entry conversation was triggered (ad/Page CTA).
2. The customer messaged you first, opening the window.
3. You reply within 24 hours of the customer’s most recent message.

When are non‑template messages not allowed?

• The customer has not messaged you yet (free‑entry triggered but no inbound).
• The 24‑hour window expired, even if the free‑entry conversation is still open.
• The user opted‑out/blocked your number (non‑template and templates may be blocked).
• You need to send media outside the window (requires a media‑enabled template).
• You sent a business‑initiated template and the customer hasn’t replied (templates don’t open the window).

When any of the above is true, send a pre‑approved template instead.

How do I verify the window is open?

A) WhatsApp Business (Meta) Inbox

1. Go to Inbox → open the conversation.
2. Confirm the status shows Customer Service Window: Active and a countdown timer (e.g., 2h 14m).
3. If you see an error banner like “Message not sent. Window closed. Use a template.” your next non‑template message will fail.

Screenshot — Window active (Inbox)

Caption: Conversation header showing Customer Service Window: Active and a visible countdown timer.

Screenshot — Error when sending outside 24h

Caption: Composer error prompting the agent to select an approved template once the window has closed.

B) Your provider’s dashboard (Inbox or Ticket view)

1. Open the ticket/conversation.
2. Look for a session badge/timer (e.g., 24‑hour session active with an expiry timestamp).
3. If the window is closed, most tools expose a Template picker automatically.

C) API / Logs

• If a non‑template send is rejected with window closed or template required, the 24‑hour window has expired.
• Switch to a template request (examples below).

Platform behavior & examples

Copy‑paste artifacts

1) Template text (business‑initiated)

Template name: follow_up_requestLanguage: enBody: "Hi , we’re following up on your request. Reply here and we’ll assist right away."Variables: = Customer first nameButtons (optional): - QUICK_REPLY: "Chat now"

2) Cloud API payload (JSON)

{ "messaging_product": "whatsapp", "to": "<E164_phone_number>", "type": "template", "template": { "name": "follow_up_request", "language": { "code": "en" }, "components": [ { "type": "body", "parameters": [ { "type": "text", "text": "Alex" } ] } ] }}

Replace <E164_phone_number> with the customer number (e.g., +15551234567).

Expected outcomes

• Inside the window: Non‑template messages send successfully and appear in the thread.
• Outside the window: You’ll see an error/prompt to use a template; non‑template sends are blocked.
• After the customer replies: Status returns to Active, restarting the 24‑hour clock.

Related FAQs & escalation

• What is the customer service window in WhatsApp Business?
  /help/whatsapp/customer-service-window
• How do I get a template message approved? (required to message outside 24h)
  /help/whatsapp/template-approval
• Why did my message fail outside the 24‑hour window?
  /help/whatsapp/send-failed-outside-window
• Conversation categories & billing
  /help/whatsapp/conversation-categories

Need help? If templates are repeatedly rejected or sends fail unexpectedly, open a Support ticket from your admin portal or contact your CSM.