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# How can an agent initiate a new WhatsApp conversation with a customer?

# Quick answer

Agents must start every new outbound WhatsApp conversation with a Meta-approved message template. Free-form messages are only allowed after the customer replies and remain permissible for 24 hours from that reply.

## When should I use this guide?

Use it whenever you need to contact a customer who has not messaged you in the past 24 hours, launch a proactive campaign, or troubleshoot template-send errors.

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## 1. Prerequisites and limits

* Customer has provided opt-in for the message category (e.g., utility, marketing, authentication).
* The template is already approved by Meta and visible in your account.
* You have the customer’s phone number in complete format (e.g., `+91 8822882288`).
* Your WhatsApp Business Account (WABA) is within its current messaging tier.

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## 2. Step-by-step: start a new chat

| Step | Action |
| ---- |
| 1 | Go to Inbox → New Conversation. |
| 2 | Enter the customer’s phone number in international format. |
| 3 | From the Template dropdown, choose the appropriate approved template. |
| 4 | Fill in required variables (name, appointment time, URL, etc.). |
| 5 | Click Send. |

| Tip
Outcome: The message status shows Sent. When the customer replies, a 24-hour free-form window opens.

![](https://content.api.getguru.com/files/view/b195be80-fbea-412c-a363-f5bc9accc332)

![](https://content.api.getguru.com/files/view/bd2a9d38-4a3f-459b-a64c-0fe6e18606b4)

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## 4. Troubleshooting & edge cases

* Template list is empty → Template status is still pending approval or category mismatch.
* Send error `TEMPLATE_REJECTED` → Template was rejected; create a new template and resubmit for approval.
* Send error `PHONE_NUMBER_INVALID` → Verify the plus sign `+` and dialling code.
* Exceeded messaging tier → Wait for 24 h window reset or request tier upgrade.

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## 5. When you do NOT need a template

If the customer has sent any message in the last 24 hours, you may reply with free-form text, media, canned messages or quick replies without using a template until that 24-hour session expires.

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Keywords: initiate WhatsApp conversation, message template, 24-hour session, HSM, outbound messaging