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Guide - WhatsApp Business API

The WhatsApp 24-hour window explained

Within 24 hours of a customer’s last message you can reply freely and at no cost. After that, only with a template Meta has approved in advance. Here is how that clock works - and how to make sure it never catches you out again.

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Applies to every WhatsApp number An automatic timer per conversation Templates ready in one click

Live window

EMEmma WalkerMessage in: 14 minutes ago23h 46m free

TBTom BakerLast message: 26 hours agoWindow closed

Template neededSend an approved template to carry onTemplate

The basic rule

Free within 24 hours, template after that

The moment a customer sends you a WhatsApp message, a clock starts. While it runs you can simply type; when it expires, WhatsApp switches to a different mode.

Inside the window

24 hours of free text, at no cost

From the moment a customer gets in touch - through a message, a click from an ad, or a form that forwards to WhatsApp - you may reply freely for 24 hours. Text, photos, documents and buttons: all of it, with nothing needing Meta’s approval first.

Every new message from the customer resets the clock to 24 hours
No approval needed in advance, no surcharge per message
Applies to every official WhatsApp Business number, yours included

Live window

EMEmma WalkerMessage in: 14 minutes ago23h 46m free

Free textPhotos, links and buttons allowed✓

No template neededFor as long as the window is open

Outside the window

After 24 hours: approved templates only

If the customer does not respond for 24 hours, WhatsApp closes the window. You can only reopen the conversation with a message template Meta has approved in advance - an ordinary message is simply refused.

Templates are approved in advance through your Meta Business account
As soon as the customer replies, the window opens for another 24 hours
There is no way round it: free text does not arrive outside the window

Window expired

TBTom BakerLast message: 2 days agoWindow closed

Template: “Still interested?”Already approved by MetaTemplate

As soon as they replyThe window opens for another 24 hoursReset

Why Meta does this

A rule against spam, not against you

The window exists so businesses cannot keep approaching people who did not ask. That is what keeps WhatsApp a channel its users still trust.

The thinking behind it

Protection for the recipient, structure for you

Without this rule any business could keep messaging indefinitely. So Meta ties free traffic to the customer’s own initiative: only someone who just got in touch receives free text back. Anything outside that has to go through a template Meta has checked in advance for relevance and tone.

Stops businesses approaching customers with no prompting
Templates are reviewed before they may go out
Keeps the quality rating of your WhatsApp number healthy

Meta rule

The customer starts itFree text is only possible as a replyRule

Templates checked in advanceFor relevance, language and toneReview

Applies to everyoneEvery WhatsApp Business number, large or small

How KobiChat watches the window

You see the timer, we watch the clock

You do not have to track when a conversation expires. KobiChat shows how much time is left per conversation and warns your team before the window closes, so you can reply in time or line up a template.

A timer per conversation, right there in the team inbox
A warning just before the window closes
Send approved templates in one click

KobiChat team inbox

SDSara NolanWindow closes in 38 minutesNearly closed

Template lined up“Any questions?” - send in one clickReady

Team warnedA notification to whoever is handling it✓

Practical tips

Getting the most out of the window

A few habits will save you unnecessary templates and keep conversations moving.

Getting started

Five habits that make a difference

Most unnecessary templates exist because nobody replied in time. Build these habits in and the window is rarely a problem.

Reply within a few hours, not the next morning
Prepare standard templates for your most common follow-ups
Let a chatbot acknowledge straight away when somebody writes - that keeps the window open
Assign conversations, so somebody is always responsible
Check the timer before scheduling a campaign outside office hours

Template library

“Thanks for your message”Automatic acknowledgementActive

“Still interested in the quote?”Follow-up after three quiet daysReady

“We will be with you shortly”Outside office hoursDraft

Frequently asked

A few things about the 24-hour window

What exactly happens once the 24 hours are up?

You can no longer send the customer free text messages. Anything you still want to send must be a template approved in advance by Meta - ordinary text is simply not delivered.

Does every customer message reset the clock, even a short “ok”?

Yes. As soon as the customer sends anything back - however short - the window opens for another 24 hours, whatever the message actually says.

Can I extend the window or switch it off?

No. It is a fixed Meta rule that applies to every WhatsApp Business number, large brands included. There is no setting that extends the 24 hours.

Can I see how much time is left in KobiChat?

Yes. KobiChat shows a timer per conversation in the team inbox and warns you before the window closes, so you can reply in time or line up a template.

Do not let a conversation close for nothing

KobiChat keeps the clock for you and warns you before the window shuts - so a missed window never catches you out again.

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