⚡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 free-form (non-template) replies—including text, images, documents, buttons, canned messages and quick replies without template approval. From 1 October 2026, Meta charges for these service messages, after the first 1,000 each month per business phone number (see the pricing structure FAQ for the current rate).
After 24 hours of customer silence, only pre-approved template messages are allowed until the customer sends another message.
Since 1 July 2025, Meta bills per delivered message. Utility templates sent inside the service window were free until 30 September 2026; from 1 October 2026 they are charged.
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, including a template message. A reply to a template opens a new window even if none was 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 |
From 1 October 2026, these non-template sends are charged as service messages, after the first 1,000 each month per business phone number (see the pricing structure FAQ).
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:
• Most CRMs show a “24-hour session active” badge or an expiry timestamp.
| Message | Sent by | When it can be sent | Billed? |
|---|---|---|---|
| Free-form reply (service message) | Business, replying to the customer | Only inside the 24-hour window | Yes, from 1 Oct 2026, after the first 1,000 each month per business phone number (before: no) |
| Marketing template | Business | Any time | Yes, per delivered message |
| Utility template | Business | Any time | Yes, per delivered message. Inside an open 24-hour window, it was free until 30 Sep 2026 and is charged from 1 Oct 2026. |
| Authentication template | Business | Any time | Yes, per delivered message |
| Any message inside a 72-hour free-entry window | Business | Free-form replies or any template, with no restriction during the 72 hours | No |
Since 1 July 2025, Meta bills per delivered message: Marketing and Authentication templates are always chargeable, whether or not a 24-hour window is open. See the pricing structure FAQ for details.
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 the client's latest response |
Business sends the template first | Business-initiated action | The template is billed per delivered message; it does not open the customer service window (only the customer's reply does). |
• Free-entry point conversation (ads/Page clicks) opens a 72-hour window if the business replies to that message within 24 hours.
• 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.
• 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.