Articles on: MyOperator

Are non-template messages allowed during a free-entry point conversation?

Can I send non-template messages during free-entry?


Yes, but only while the 24-hour customer service window is open with that customer. Free-entry (for example, Click-to-WhatsApp Ad, Page CTA) does not bypass the 24-hour rule.



What are non-template messages?


Non-template messages are free-form messages you send without pre-approval. Use them to:


  • Reply to customer questions in real time.
  • Continue a conversation inside the 24-hour customer service window.


Warning : Outside the window, you must use an approved template.



When are non-template messages allowed during free-entry?


You can send non-template messages if all are true:


  1. A free-entry conversation was triggered (ad/Page CTA).
  2. The customer messaged you first, opening the window.
  3. You reply within 24 hours of the customer’s most recent message.



When are non-template messages not allowed?


  • The customer has not messaged you yet (free-entry triggered but no inbound).
  • The 24-hour window expired, even if the free-entry conversation is still open.
  • The user opted-out/blocked your number (non-template and templates may be blocked).
  • You need to send media outside the window (requires a media-enabled template).
  • You sent a business-initiated template and the customer hasn’t replied (templates don’t open the window).


When any of the above is true, send a pre-approved template instead.



How do I verify the window is open?


A) WhatsApp Business (Meta) Inbox


  1. Go to Inbox → open the conversation.
  2. Confirm the status shows Customer Service Window: Active and a countdown timer (for example, 2h 14m).
  3. If you see an error banner like “Message not sent. Window closed. Use a template.” your next non-template message will fail.


Screenshot — Window active (Inbox)



Caption: Conversation header showing Customer Service Window: Active and a visible countdown timer.


Screenshot — Error when sending outside 24h



Caption: Composer error prompting the agent to select an approved template once the window has closed.


B) Your provider’s dashboard (Inbox or Ticket view)


  1. Open the ticket/conversation.
  2. Look for a session badge/timer (for example, 24-hour session active with an expiry timestamp).
  3. If the window is closed, most tools expose a Template picker automatically.


C) API / Logs


  • If a non-template send is rejected with window closed or template required, the 24-hour window has expired.
  • Switch to a template request (examples below).



Platform behavior and examples


Scenario

Allowed?

Message type required

Customer clicks a WhatsApp Ad, sends a message → you respond in 2 hours

✅ Yes

Non-template

You try to reply 30 hours later

❌ No

Template

Free-entry triggered, but no inbound message from customer

❌ No

Template

You sent a template, customer replies, you respond within 24h

✅ Yes

Non-template

User opted-out/blocked

❌ No

Not allowed (respect preferences)

Need to send media outside 24h

❌ No

Media-enabled template



Copy-paste artifacts


1) Template text (business-initiated)


Template name: follow_up_request
Language: en
Body: "Hi {{1}}, we’re following up on your request. Reply here and we’ll assist right away."
Variables: {{1}} = Customer first name
Buttons (optional):
- QUICK_REPLY: "Chat now"


2) Cloud API payload (JSON)


{
  "messaging_product": "whatsapp",
  "to": "<E164_phone_number>",
  "type": "template",
  "template": {
    "name": "follow_up_request",
    "language": { "code": "en" },
    "components": [
      {
        "type": "body",
        "parameters": [
          { "type": "text", "text": "Alex" }
        ]
      }
    ]
  }
}


Info : Replace <E164_phone_number> with the customer number (for example, +15551234567).



Expected outcomes


  • Inside the window: Non-template messages send successfully and appear in the thread.
  • Outside the window: You’ll see an error/prompt to use a template; non-template sends are blocked.
  • After the customer replies: Status returns to Active, restarting the 24-hour clock.





Info : Need help? If templates are repeatedly rejected or sends fail unexpectedly, open a Support ticket from your admin portal or contact your CSM.

Updated on: 21/09/2025