What is WhatsApp's 24-hour rule?

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.