What is WhatsApp's 24-hour rule?
Updated 30 September 2026
When a customer messages or calls you, a 24-hour customer service window opens. Inside it you can send any reply. After it closes, you can only send pre-approved template messages.
- Each new message or call from the customer resets the timer to 24 hours.
- Inside the window you reply freely with no template. From 1 October 2026, replies draw on 1,000 free a month, then cost the utility rate.
- After it closes, only approved templates can be sent (marketing, utility or authentication), and each is charged by type.
- Chats from a click-to-WhatsApp ad open a free window of up to 7 days, in which any message is free.
- This is a WhatsApp Business API rule. On a number that also uses the Business app, messages typed in the app are exempt.
Message customers after the window closes
Order-status updates and comeback messages go out from your own WhatsApp number, with the templates they need submitted to Meta by Menuthere, so a closed window doesn't stop you reaching customers.
Next questions
Sources (4)
- Pricing on the WhatsApp Business Platform, Meta for Developers, updated 28 September 2026
- WhatsApp Business Messaging Policy, WhatsApp, last updated 23 September 2026
- Service messages, Meta for Developers, updated 21 May 2026
- Onboarding WhatsApp Business app users (coexistence), Meta for Developers, updated 26 June 2026
