These are business‑initiated conversations. They open when a pre‑approved template of that category is sent and delivered to the customer and there isn’t already an active window of the same category. Each has its own 24‑hour window and billing rules. Sending another template in the same category within 24 hours reuses the current window (no new charge).

Quick navigation

• Opening conditions (checklist)
• Category rules (matrix)
• What starts/extends the 24‑hour window
• How to verify in your UI
• API / logs (copy‑paste samples)
• Scenarios & timelines
• Edge cases & limitations
• Expected outcomes
• Related FAQs
• Support & escalation

Opening conditions (checklist)

A Marketing/Utility/Authentication conversation opens when all are true:

1. You send a template classified as Marketing, Utility, or Authentication.
2. The template message is delivered successfully to the customer.
3. There is no active conversation of the same category already open for that customer.

If delivery fails, no conversation opens. If the same category is already open, the send reuses that window (no new charge).

Category rules (matrix)

Service conversations are customer‑initiated and separate from these categories. Non‑template (free‑form) messages require the Service window to be open (≤24h since last customer message).

What starts/extends the 24‑hour window

• Start: The moment of delivery of a qualifying template (by category).
• Reuse (no new charge): Sending another template in the same category within 24h.
• New charge: Sending a template in a different category (or the same category after its window expires).

How to verify in your UI

A) Meta WhatsApp Inbox (example UI)

1. Open Inbox → select the conversation.
2. Check the header for Marketing/Utility/Auth chips; each shows an expires in hh:mm timer.
3. After delivering a template, watch the category chip appear/update and the pricing panel list the line item.

B) Your provider’s dashboard (typical)

1. Open ticket details / attributes.
2. Locate category attributes (e.g., marketing.expires_at, utility.expires_at, authentication.expires_at).
3. Check Billing/Usage for separate line items per category.

C) Mobile app (iOS/Android) — if supported

• Look for category chips and timers in the conversation header or info panel (ℹ️).
• Some apps display a toast confirming the template delivered and the category window opened.

API / logs (copy‑paste samples)

Field names vary by provider. Use these shapes for alerts/dashboards.

1) Template opens a Marketing conversation (no window open){ "event": "template_delivered", "template": { "name": "promo_launch", "category": "MARKETING" }, "conversation": { "category": "MARKETING", "opened": true, "expires_at": "2025-12-01T14:00:00Z" }, "pricing": { "billable": true }}

2) Template reuses same category (within 24h, no new charge){ "event": "template_delivered", "template": { "name": "order_update", "category": "UTILITY" }, "conversation": { "category": "UTILITY", "window": "REUSED", "new_charge": false, "expires_at": "2025-12-01T12:00:00Z" }}

3) Guardrail: delivery failed → no conversation{ "event": "template_delivery", "status": "FAILED", "reason": "USER_UNREACHABLE", "conversation": { "opened": false }, "pricing": { "billable": false }}

4) Cloud API — send a template (copy/paste){ "messaging_product": "whatsapp", "to": "+15551234567", "type": "template", "template": { "name": "order_update", "language": { "code": "en" }, "components": [ { "type": "body", "parameters": [ { "type": "text", "text": "Your order has shipped." } ] } ] }}

Scenarios & timelines

A) Same category within 24h

B) Cross‑category in parallel

Diagram — Business‑initiated windows

Caption: Each category has its own 24h window; same‑category sends within 24h reuse the window.

Edge cases & limitations

• Free‑Entry (72h) billing: If a Free‑Entry window is active (CTWA/Page CTA + your reply ≤24h), billing is free; some UIs suppress other category chips. You may still need a Service window (24h) for non‑template.
• Opt‑out/Block: Respect user preferences; sends may be blocked regardless of windows.
• Template categorization: Incorrect categories can impact pricing and analytics; validate Marketing vs Utility vs Auth.
• Delivery failure: No window opens if the template is not delivered.
• Provider variance: Timers/labels differ by UI; use attributes like *.expires_at.

Expected outcomes

• Delivering a template in a category with no active same‑category window opens a 24h paid window.
• Delivering a template in the same category within 24h reuses the window (no new charge).
• Delivering a template in a different category opens a separate paid window.

Related FAQs

• What is conversation‑based pricing?
  /help/whatsapp/conversation-pricing
• What opens a Service conversation?
  /help/whatsapp/service-conversation-opens
• How long does a WhatsApp conversation last?
  /help/whatsapp/conversation-duration
• Why was I charged multiple times for one customer?
  /help/whatsapp/multiple-charges

Support & escalation

If behavior differs from this FAQ or billing looks incorrect, open a Support ticket from your admin portal (attach message IDs, timestamps, pricing logs, and screenshots) or contact your Customer Success Manager. Typical response time: 1 business day.