Guides
The WhatsApp 24-hour window, explained: what you can send and when
Why some messages send instantly and others need a template — and how to design your workflows around the window.
By the LeadForGrow team 5 min read
If you've ever wondered why you can reply to some customers freely but have to send a template to others, the answer is the 24-hour customer service window.
How the window works
Each time a customer messages your business number, a 24-hour window opens (and resets with every new message from them). While it's open you can send any type of message: text, images, documents, buttons and more. Once it closes, you can only send an approved message template.
- Window open: free-form replies, media, interactive messages
- Window closed: approved templates only
- Click-to-WhatsApp ads: conversations from ads can get an extended free-entry period, shown on the contact
Designing around it
- Answer quickly. Every fast reply is a chance to solve the problem inside the window.
- Use a follow-up template when you need to reach out after it closes — a polite 'still interested?' with a quick-reply button is enough to reopen it.
- Let automation hold the window open. An away message or flow that asks a question keeps the conversation moving.
- Show agents the countdown. In LeadForGrow, the composer shows when the window closes and switches to templates automatically.
A good re-engagement template
Hi {{1}}, we're still holding your quote for {{2}}. Would you like to go ahead? [Yes, continue] [Not now]Design your flows so the most important information goes out while the window is open, and use templates for the moments when you must reach out first.
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