What triggers the opening of a service conversation?

A Service conversation opens when the customer sends you a message (customer-initiated). That message starts a rolling 24-hour customer service window during which you can send non-template (free-form) messages. This is separate from business-initiated conversations (Marketing, Utility, Authentication), which open when an approved template is sent and delivered, and no same-category window is already open.

Quick navigation

• What exactly opens a Service conversation?
• Business-initiated categories vs Service (matrix)
• 24-hour Service window: what you can send
• Free-Entry (72h) interplay
• How to verify in your UI
• API / logs (copy-paste samples)
• Scenarios & timelines
• Edge cases & limitations
• Expected outcomes
• Related FAQs
• Support & escalation

What exactly opens a Service conversation?

A Service conversation (customer-initiated) opens when:

1. The customer sends a message to your WhatsApp Business number (any inbound: text, media, button tap, reply).
2. That inbound message is delivered to your business inbox/platform.
3. The Service window wasn’t already open (or it resets to 24 hours from this new inbound).

Result: A 24-hour customer service window starts (or resets). During this window you may send non-template messages, plus templates if needed.

Business-initiated categories vs Service (matrix)

24-hour Service window: what you can send

• Inside Service window (≤24h since last customer message): send non-template (free-form) messages, media, quick replies, and templates.
• Outside Service window (>24h): non-template is blocked; send a template to continue or wait for the customer to reply (which will reopen Service).

Free-Entry (72h) interplay

• Free-Entry Point (FEP) window = 72h billing: Starts when a user messages via CTWA/Page CTA and you reply within 24h. While FEP is active, billing is free.
• Service window still applies to non-template: After 24h, non-template messages are blocked even if FEP is active; use a template (still free under FEP).
• FEP can suppress/close other category windows while active; Service logic for non-template remains unchanged.

How to verify in your UI

A) Meta WhatsApp Inbox (example UI)

1. Open Inbox → select the conversation.
2. Check header for Customer Service Window: Active with a hh:mm countdown.
3. If Closed, the composer shows a banner; switch to template or request the customer to reply.

B) Your provider’s dashboard (typical)

1. Open ticket details / attributes.
2. Locate service_window.status and expires_at (or equivalent labels).
3. Attempting non-template when Service is closed triggers an error/prompt.

API / logs (copy-paste samples)

1. Inbound that opens a Service conversation

{
  "event": "message_received",
  "customer": { "wa_id": "+15551234567" },
  "message": { "type": "text", "id": "wamid.HBg..." },
  "service_window": { "open": true, "expires_at": "2025-12-01T10:00:00Z" },
  "conversation": { "category": "SERVICE", "opened": true },
  "pricing": { "billable": false }
}

2. Template opens a Marketing conversation (no Marketing window open)

{
  "event": "template_delivered",
  "template": { "name": "promo_launch", "category": "MARKETING" },
  "conversation": {
    "category": "MARKETING",
    "opened": true,
    "expires_at": "2025-12-01T14:00:00Z"
  },
  "pricing": { "billable": true }
}

3. Template reuses the existing Utility window (within 24h)

{
  "event": "template_delivered",
  "template": { "name": "order_update", "category": "UTILITY" },
  "conversation": {
    "category": "UTILITY",
    "window": "REUSED",
    "new_charge": false,
    "expires_at": "2025-12-01T12:00:00Z"
  }
}

4. Guardrail: non-template blocked when Service is closed

{
  "event": "message_send_attempt",
  "type": "non_template",
  "service_window": { "open": false },
  "error": {
    "code": "NON_TEMPLATE_NOT_ALLOWED",
    "message": "Customer service window closed. Wait for customer reply or use a template."
  }
}

5. Cloud API — send a template (copy/paste)

{
  "messaging_product": "whatsapp",
  "to": "+15551234567",
  "type": "template",
  "template": {
    "name": "follow_up_request",
    "language": { "code": "en" },
    "components": [
      {
        "type": "body",
        "parameters": [
          { "type": "text", "text": "Alex" }
        ]
      }
    ]
  }
}

Scenarios & timelines

A) Same category within 24h

B) Cross-category in parallel

Diagram — Category windows & Service window

Caption: Service opens on customer inbound; business-initiated categories open on template delivery and can overlap with Service.

Edge cases & limitations

• Free-Entry (72h): When active, billing is free, and some UIs suppress other category windows. Service still governs non-template permissions (24h rule).
• Delivery failure: If a template or inbound fails delivery, the relevant conversation does not open.
• Opt-out/Block: Respect user preferences; sends may be blocked regardless of windows.
• Template categorization: Incorrect categories can impact billing and analytics; ensure correct Marketing/Utility/Auth tags.
• Renewal timing: Business-initiated windows extend from template delivery; Service resets from the customer’s latest message.

Expected outcomes

• A customer message opens (or resets) a Service window for 24h → non-template allowed.
• A template delivered with no same-category window open starts a paid category window for 24h.
• Sending another template in the same category within 24h reuses the existing window (no new charge).

Related FAQs

• What is conversation-based pricing?
• How long does a WhatsApp conversation last?
• Why was I charged multiple times for one customer?
• How does a Free-Entry conversation affect other open conversations?

Support & escalation

If behavior differs from this FAQ or billing looks incorrect, open a Support ticket from your admin portal (include message IDs, timestamps, pricing logs, and screenshots), or contact your Customer Success Manager. Typical response time: 1 business day.

Updated on: 21/09/2025