The WhatsApp customer service window is the 24-hour period counted from the customer's most recent message. A new message from the customer restarts the period.
- check_circleA business reply does not restart the window; the reference is the customer's message.
- check_circleOutside the window, the business uses an approved template to re-engage.
- check_circlePricing, category, and policy should be checked in Meta's current documentation.
The count starts from the customer's message
When a person sends a message, the business enters the customer service window. The period is updated when the customer writes again. Messages sent by the business do not extend the period on their own.
The interface must display this state clearly so the agent knows whether they can reply freely or need to start a template-based re-engagement.
Within the window, reply to the open context
The team can conduct customer service with free-form messages and resources allowed by the channel. This does not mean sending any content: the conversation must respect the request, consent, and WhatsApp policies.
Transfers should not erase the count or history. Whoever takes over needs to see when the customer wrote and what topic is in progress.
Outside the window, re-engage with an explicit purpose
When the business initiates contact after the period, it uses an approved template applicable to the purpose. The message must identify the business, explain the reason, and offer a way to reply or opt out.
If the customer replies, a new window opens. The automation must log which template started the re-engagement and link the reply to the correct journey.
Automation must handle expiration and failure
A flow can check the window state before sending, but must handle policy changes, unavailable template, delivery failure, and lack of consent.
Never turn automatic selection into a black box. Logs and error messages must allow understanding why sending was blocked or which model was used.
Do not hardcode prices and categories as eternal rules
Meta may change categories, prices, conditions, and commercial programs. Internal materials and automations must point to an up-to-date source and record the date of the rule used.
Before a campaign, validate audience, opt-in, category, template, volume, estimated cost, and customer service strategy for replies.
Show the window in the team's flow
Configure states, templates, permissions, and error handling to reply without losing the customer's context.
verified Demonstration tailored to your process and your team's channels.