Can agents continue to send template messages after initiating a conversation?
Once a customer replies to a template message, WhatsApp opens a 24-hour messaging window that allows agents to send free-form messages without needing templates.
🔓 What Is the 24-Hour Session Window?
- ✅ Begins as soon as the customer replies
- ✅ Allows you to send messages of any type—text, media, quick replies—without templates
- ⏱ Lasts for 24 hours from the customer’s most recent message
✉️ What You Can Send During the Window
- Text messages
- Images, files, and videos
- Location, contacts, quick replies, buttons
- Escalation or support workflows
💬 You do not need to use a template again unless the customer stops responding for 24+ hours.
🕒 What Happens After 24 Hours?
- The session automatically expires
- You must send a pre-approved template message to reopen the conversation
- Free-form messaging is disabled until the customer replies again
⚠️ Important Notes
- Each new reply from the customer resets the 24-hour clock
- Only businesses can initiate with templates—customers can message anytime
- Your platform may show a lock icon or disable the reply field when the session closes
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