What is the WhatsApp Business customer service window, and how does it work?
⚡Quick answer -
The customer-service window is a rolling 24-hour period that starts every time a customer sends your business a WhatsApp message. Inside that window, you can send unlimited, free-form (non-template) replies—including text, images, documents, buttons, canned messages and quick replies—without template approval or extra charges.
After 24 hours of customer silence, only pre-approved template messages are allowed until the customer sends another message.
With effect from 1st July 2025, any template of "utility category" is not chargeable within the service window.
When should I use this guide?
Refer to this article if you need to:
• Check whether you’re still inside the 24-hour window before replying.
• Understand what message types are permitted inside vs. outside the window.
• Troubleshoot “message failed / template required” errors.
1. Window start and reset triggers
The 24-hour timer opens—or resets—when a customer does any of the following:
• Sends a direct message (e.g., “Hi, I need help”).
• Clicks a Click-to-WhatsApp ad and sends the pre-filled message.
• Taps the WhatsApp button on your Facebook Page and sends a question.
• Replies to any business-initiated message (template or non-template) while the session is open.
2. What can I send while the window is open?
Message type | Allowed inside the 24 h window | Requires template approval? |
Text, emoji, quick replies | ✅ Yes | ❌ No |
Images, videos, documents | ✅ Yes | ❌ No |
Interactive buttons | ✅ Yes | ❌ No |
Canned Messages | ✅ Yes | ❌ No |
No extra fees apply to these non-template sends during the window.
3. What happens when the window closes?
After 24 hours pass with no customer message:
• Non-template messages are blocked and may return a “template required” error.
• You can send only approved templates (marketing, utility, or authentication).
• A new 24-hour window opens only after the customer sends another message.
Recommended next steps if the window is closed:
- Send an approved template to re-engage.
- Or reach the customer via another channel and ask them to reply on WhatsApp.
- If you have no suitable template, submit one for approval.
4. How to check the current window status
A. Meta Inbox
- Open the conversation.
- Look for the “Customer Service Window: Active” badge or countdown timer.
- If the timer has expired, switch to a template message before replying.
Alt text: Conversation header displaying Customer Service Window: Active with a countdown timer
Alt text: Send composer error prompting the agent to select an approved template
B. Your platform provider’s dashboard
• Most CRMs show a “24-hour session active” badge or an expiry timestamp.
5. Service vs. business-initiated categories (matrix)
Conversation type | Initiated by | Opens when | Window length | Billable? |
Service | Customer | Customer initiates a message | 24 h (rolling) | ❌ No |
Marketing | Business | Marketing template delivered & no open Marketing window | 24 h | ✅ Yes |
Utility | Business | Utility template delivered & no open Utility window | 24 h | ✅ Yes |
Authentication | Business | Authentication template delivered & no open Authentication window | 24 h | ✅ Yes |
Starting 1st July 2025. Meta has introduced "Per Template Message" model where every template is chargeable in case of Marketing and Authentication, irrespective of 24hr window. In case of utility, 1st initiated message from business is chargeable but free of cost if shared within service window.
6. When a Service conversation does NOT open
Scenario | Why doesn’t it open | Outcome |
Inbound fails delivery | Connectivity or wrong number | No Service window; no 24-h timer |
Window already active | Customer replies within 24 h | 24hr time resets with client's latest response |
Business sends the template first | Business-initiated action | Opens Marketing/Utility/Authentication window |
7. Edge cases & limitations
• Free-entry point conversation (ads/Page clicks) opens 72 hours window if business reply back to that message within 24hrs.
• Sending a template does NOT open the window; the customer must respond.
• If a user blocks, mutes, or opts out, you can’t send non-template messages, and templates may also be blocked.
• Agent hand-offs do not extend or pause the timer.
• The timer uses message timestamps, not your local time zone.
8. Expected outcome/success checks
• Inside the window: your non-template message sends successfully.
• Outside the window: the platform prompts you to select a template or blocks the send.
• After any customer reply: status switches back to “Active” for another 24 hours.
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