> ## Knowledge Base Index > Fetch the complete knowledge base index at: https://myoperator.crisp.help/sitemap.xml > Use this file to discover available pages before exploring further. > Pure-Markdown content can be obtained by appending a '.md' suffix to the content URLs listed in the sitemap (without the trailing slash). # What is the WhatsApp Business customer service window, and how does it work? # Quick answer The customer-service window is a rolling 24-hour period that starts every time a customer sends your business a WhatsApp message. Inside that window, you can send unlimited, free-form (non-template) replies—including 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. || Info Starting 1 July 2025, any template of the utility category is not chargeable within the service window. --- ## 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: 1. Send an approved template to re-engage. 1. Or reach the customer via another channel and ask them to reply on WhatsApp. 1. If you have no suitable template, submit one for approval. ![](https://content.api.getguru.com/files/view/364ba7d8-f275-47f3-afc2-660a65080680) --- ## 4. How to check the current window status ### A. Meta Inbox 1. Open the conversation. 1. Look for the “Customer Service Window: Active” badge or countdown timer. 1. If the timer has expired, switch to a template message before replying. ![](https://content.api.getguru.com/files/view/751e849d-c15e-4b5b-9e52-b343bd8b146e) Alt text: Conversation header displaying Customer Service Window: Active with a countdown timer ![](https://content.api.getguru.com/files/view/134ca60c-ff06-4059-8640-6ab025011719) Alt text: 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 | Starting 1 July 2025, Meta has introduced the Per Template Message model, under which every template is chargeable for Marketing and Authentication, irrespective of the 24-hour window. In the case of Utility, the first initiated message from the business is chargeable, but free of cost if shared within the service window. --- ## 6. When a Service conversation does NOT open | Scenario | Why doesn’t it open | Outcome | | --- | --- | --- | | Inbound fails delivery | Connectivity or wrong number | No Service window; no 24-hour timer | | Window already active | Customer replies within 24 hours | 24-hour time resets with the client's latest response | | Business sends the template first | Business-initiated action | Opens Marketing/Utility/Authentication window | --- ## 7. Edge cases & limitations * 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 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.