⚡Quick answer -
Agents must start every new outbound WhatsApp conversation with a Meta-approved message template. Free-form messages are only allowed after the customer replies, and for 24 hours from the customer's latest message.
• Customer has provided opt-in for the message category (e.g., utility, marketing, authentication).
• The template is already approved by Meta and visible in your account.
• You have the customer’s phone number in complete format (e.g., +91 8822882288).
• Your WhatsApp Business Account (WABA) is within its current messaging tier.
Step | Action |
1 | Go to Inbox → New Chat. |
2 | Enter the customer’s phone number in international format. |
3 | From the Template dropdown, choose the appropriate approved template. |
4 | Fill in required variables (name, appointment time, URL, etc.). |
5 | Click Send. |
Outcome: The message status shows Sent. When the customer replies, a 24-hour free-form window opens
• Template list is empty → Template status is still pending approval or category mismatch.
• Send error TEMPLATE_REJECTED → Template was rejected; create a new template and resubmit for approval.
• Send error PHONE_NUMBER_INVALID → Verify the plus sign + and dialling code.
• Exceeded messaging tier → Wait for 24 h window reset or request a tier upgrade.
If the customer has sent any message in the last 24 hours, you may reply with free-form text, media, canned messages or quick replies without using a template until that 24-hour session expires. For how the window opens, resets and closes.
Free-form replies inside the window are charged as service messages from 1 October 2026, after the first 1,000 each month per business phone number.
Keywords: initiate WhatsApp conversation, message template, 24-hour session, HSM, outbound messaging