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What happens when a customer responds to a template message?

Tip

Quick answer: When a customer responds to a WhatsApp template message, Meta immediately changes the conversation type — and this affects billing, messaging rules, and what you can send next.



1. When the customer responds to a template message:


The following scenarios occur:


1. A 24-hour service window opens automatically


  • When the user replies to any template message (Marketing / Utility / Authentication)
  • A 24-hour user-initiated service window begins
  • During this window, you can send:
  • Free-form text
  • Images
  • PDFs
  • Buttons
  • Location
  • Any number of messages
  • Even utility templates for free
  • No WhatsApp fees apply for messages sent inside this 24-hour window.
  • Lasts for 24 hours from the customer’s most recent message


2. You can now send free-form messages (no template required)


Once the service window opens:


  • You can reply naturally without templates
  • You do not need WhatsApp template approvals
  • You can have a normal chat with the customer


3. Billing status changes immediately


Before reply:


  • You were in a Marketing / Utility / Authentication (paid) template context.


After reply:


  • You switch to the service conversation
  • All free-flow messages you send for the next 24 hours are free (including utility templates)


Even if the conversation started as a paid marketing template, once the customer replies → it becomes free.


4. Sending additional templates during this 24h window


If you send a template message while the user-initiated 24h window is open:


  • Utility templates → Free
  • Marketing / Authentication templates → Paid (always billable, even inside a service window)


So only marketing & authentication templates are chargeable, even inside the service window.


5. When the customer replies again, the 24h window resets


Every customer message resets the timer.


Example:


  • Customer replies at 10:00 AM → window open until tomorrow 10:00 AM
  • Customer replies again at 8:00 PM → window resets until next day 8:00 PM



2. What happens after 24 hours pass without a user message?


The service window closes.


Then:


  • You CANNOT send free-form messages
  • You can only message the customer by sending a template
  • Templates become chargeable per-message again (marketing/utility/authentication)


Free-form messaging is disabled until the customer replies again.



3. 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

Updated on: 12/01/2026