What happens when a customer responds to a template message?

WhatsApp 24-hour messaging window

Once a customer replies to a template message, WhatsApp opens a 24-hour messaging window that allows agents to send free-form messages without needing templates.

What is the 24-hour session window?

✅ Begins as soon as the customer replies
✅ Allows you to send messages of any type—text, media, quick replies—without templates
⏱ Lasts for 24 hours from the customer’s most recent message

What you can send during the window

Text messages
Images, files, and videos
Location, contacts, quick replies, buttons
Escalation or support workflows

Tip : You do not need to use a template again unless the customer stops responding for 24+ hours.

What happens after 24 hours?

The session automatically expires
You must send a pre-approved template message to reopen the conversation
Free-form messaging is disabled until the customer replies again

Important notes

Each new reply from the customer resets the 24-hour clock
Only businesses can initiate with templates—customers can message anytime
Your platform may show a lock icon or disable the reply field when the session closes