Can multiple conversations be open at the same time?
⚡ Quick answer —
Yes — under WhatsApp Business Platform (Meta / WhatsApp) it is possible to have multiple conversation windows open at the same time — and how they are billed depends on their types.
When should I use this guide?
Read this guide if you need to:
- Confirm whether overlapping windows are normal,
- Forecast charges when sending multiple template types, or
- Troubleshoot why a template did—or did not—create a new billable window.
When multiple windows can be open simultaneously
- You can have concurrent windows of different categories (e.g. “Service” window + “Marketing” window + “Utility” window) open for the same user.
- It’s also possible to have a “free-entry point” 72-hour window alongside any other open window types.
- Each category’s “window” is tracked separately: e.g. a Service-conversation window closes 24 hours after the last user message; a template-based window (Marketing/Utility/Authentication) follows its own expiry rules.
How billing works when multiple windows are open
Because of multiple overlapping windows, charges depend on which window and message type you use:
- Under the current model (post-July 1, 2025), messaging is billed per template message.
- If a user-initiated “Service” conversation is open (within 24 h of their message), you can send free-form messages (free) or even “Utility” template messages for free while that window remains open.
- If you initiate a “Marketing” or “Utility/Authentication” template conversation (i.e. business-initiated), that window is billed per template message — unless you fall under a “Free Entry Point” window (the 72-hour window opened after a user clicked an ad or CTA and you replied) in which case all template messages within that 72h window are free.
- Because of per-message pricing, sending multiple templates across windows means each template counts individually — even if windows overlap.
WhatsApp Business – Conversation Windows vs Billing Matrix (2025)
A complete decision table for Service, Marketing, Utility, Authentication & Free-Entry windows.
- Free = No Meta charge
- Paid = Template message billed per-message (based on category)
- Not Allowed = WhatsApp system blocks message (e.g., free-form replies after window closed)
SERVICE WINDOW (User-Initiated) – 24 Hours
Action / Message Type | Allowed? | Cost |
|---|---|---|
User sends a message → Business replies within 24h | ✔ | Free |
Free-form text messages | ✔ | Free |
Utility template inside service window | ✔ | Free |
Marketing template inside service window | ✔ | Paid |
Authentication/OTP template | ✔ | Paid |
Free-form message after 24h | ❌ | Not allowed |
Template after 24h (starts a new window) | ✔ | Paid |
FREE ENTRY POINT WINDOW – 72 Hours
(Triggered when user clicks a Click-to-WhatsApp Ad or Facebook Page CTA and you reply within 24h)
Action / Message Type | Allowed? | Cost |
|---|---|---|
Free-form messaging | ✔ | FREE |
Utility template | ✔ | FREE |
Marketing template | ✔ | FREE |
Authentication template | ✔ | FREE |
Any number of templates | ✔ | FREE |
Messages after 72h | Depends | Free-form ❌ / Templates Paid |
During the 72-hour Free-Entry window, all message types are free, regardless of category.
MARKETING TEMPLATE WINDOW
Action / Message Type | Allowed? | Cost |
|---|---|---|
Send marketing template (user inactive / outside service window) | ✔ | Paid |
Follow-up marketing templates | ✔ | Paid (each message) |
Free-form messages | ❌ | Not allowed |
Utility or authentication templates | ✔ | Paid |
If Free-Entry window is also open | ✔ | FREE |
UTILITY (Transactional) TEMPLATE WINDOW
Action / Message Type | Allowed? | Cost |
|---|---|---|
Utility template (order update, reminders) | ✔ | Paid |
Another utility template | ✔ | Paid (each) |
Free-form message (outside service window) | ❌ | Not allowed |
Marketing template | ✔ | Paid |
If within Service Window | ✔ | FREE |
If within Free-Entry window | ✔ | FREE |
AUTHENTICATION (OTP) TEMPLATE WINDOW
Action / Message Type | Allowed? | Cost |
|---|---|---|
OTP / authentication template | ✔ | Paid |
Resending OTP template | ✔ | Paid (each) |
Free-form message | ❌ | Not allowed |
Utility/Marketing templates | ✔ | Paid |
If inside Free-Entry window | ✔ | FREE |
If user replies → Service Window opens | ✔ | FREE for free-form |
WHEN MULTIPLE WINDOWS ARE OPEN
Active Window Type | Can another window open? | Billing Rule |
|---|---|---|
Service + Marketing | ✔ | Marketing templates are paid; service messages are free |
Service + Utility | ✔ | Utility templates free, free-form free |
Free-Entry + any other | ✔ | Everything free during 72h |
Multiple template categories | ✔ | Each template billed separately (unless in free window) |
Summary (Easy Rule of Thumb)
Scenario | Cost |
|---|---|
User messages → you reply within 24h | Free |
User clicks CTA or Ad → you reply within 24h | Everything free for 72h |
You send ANY template outside service/free-entry window | Paid |
Free-form message outside service window | Not allowed |
Marketing templates are always paid unless inside free-entry window | Paid or Free (72h window) |
Keywords: overlapping windows, multiple conversations, WhatsApp Business billing, Marketing vs Utility vs Authentication, Service session
Updated on: 09/01/2026