What is the WhatsApp Business customer service window, and how does it work?

WhatsApp Customer-Service Window

Tip Quick answer: The customer-service window is a rolling 24-hour period that starts every time a customer sends your business a WhatsApp message. Within that window, you can send unlimited free-form (non-template) replies—text, images, documents, buttons, canned messages, and quick replies—without template approval or extra charges. After 24 hours of customer silence, only pre-approved template messages are allowed until the customer sends another message.

Warning Pricing change effective 1 July 2025: Utility-category templates are not chargeable within the Service window. Meta’s per-template pricing applies to Marketing and Authentication templates regardless of the 24-hour window. For Utility, the first business-initiated message is chargeable unless sent within an active Service window (then it is free).

When should I use this guide?

Refer to this article if you need to:

Check whether you’re still inside the 24-hour window before replying.
Understand what message types are permitted inside vs. outside the window.
Troubleshoot “message failed / template required” errors.

1. Window start and reset triggers

The 24-hour timer opens—or resets—when a customer does any of the following:

Sends a direct message (e.g., “Hi, I need help”).
Clicks a Click-to-WhatsApp ad and sends the pre-filled message.
Taps the WhatsApp button on your Facebook Page and sends a question.
Replies to any business-initiated message (template or non-template) while the session is open.

2. What can I send while the window is open?

Message type	Allowed inside the 24 h window	Requires template approval?
Text, emoji, quick replies	Yes	No
Images, videos, documents	Yes	No
Interactive buttons	Yes	No
Canned messages	Yes	No

No extra fees apply to these non-template sends during the window.

3. What happens when the window closes?

After 24 hours pass with no customer message:

Non-template messages are blocked and may return a “template required” error.
You can send only approved templates (Marketing, Utility, or Authentication).
A new 24-hour window opens only after the customer sends another message.

Recommended next steps if the window is closed:

Send an approved template to re-engage.
Or reach the customer via another channel and ask them to reply on WhatsApp.
If you have no suitable template, submit one for approval.

“Send Template” prompt shown when the Service window has expired

4. How to check the current window status

A. Meta Inbox

Open the conversation.
Look for the “Customer Service Window: Active” badge or countdown timer.
If the timer has expired, switch to a template message before replying.

Conversation header showing “Customer Service Window: Active” with a countdown timer

Send composer error prompting the agent to select an approved template

B. Your platform provider’s dashboard

Most CRMs show a “24-hour session active” badge or an expiry timestamp.

5. Service vs. business-initiated categories (matrix)

Conversation type	Initiated by	Opens when	Window length	Billable?
Service	Customer	Customer initiates a message	24 h (rolling)	No
Marketing	Business	Marketing template delivered and no open Marketing window	24 h	Yes
Utility	Business	Utility template delivered and no open Utility window	24 h	Yes
Authentication	Business	Authentication template delivered and no open Authentication window	24 h	Yes

Info Starting 1 July 2025: Per-template pricing applies to Marketing and Authentication regardless of the 24-hour window. Utility templates are free within the Service window; otherwise, the first business-initiated Utility message is chargeable.

6. When a Service conversation does NOT open

Scenario	Why it doesn’t open	Outcome
Inbound fails delivery	Connectivity issue or wrong number	No Service window; no 24 h timer
Window already active	Customer replies within 24 h	24 h timer resets with the customer’s latest response
Business sends the template first	Business-initiated action	Opens Marketing/Utility/Authentication window

7. Edge cases and limitations

A free-entry point conversation (ads/Page clicks) opens a 72-hour window if the business replies to that message within 24 hours.
Sending a template does NOT open the Service window; the customer must respond.
If a user blocks, mutes, or opts out, you can’t send non-template messages, and templates may also be blocked.
Agent hand-offs do not extend or pause the timer.
The timer uses message timestamps, not your local time zone.

8. Expected outcome / success checks

Inside the window: your non-template message sends successfully.
Outside the window: the platform prompts you to select a template or blocks the send.
After any customer reply: status switches back to Active for another 24 hours.

Updated on: 09/01/2026