The 24-hour window and templates
When you can type freely, when you need an approved template, and how conversation categories work.
This is the rule that surprises most people coming from ordinary WhatsApp. You cannot message whoever you like whenever you like.
The service window
When a customer messages you, a 24-hour window opens. Inside it you can send anything: free text, images, documents, voice notes, interactive Flows. Every new message from the customer resets the clock.
Once it closes, free-form messages are rejected by Meta. You can only re-open the conversation with a pre-approved template.
The inbox shows you the clock
Each conversation displays a service-window timer, so agents can see at a glance whether they can type freely or need a template. When it has closed, the composer tells you.
Message templates
A template is a message you write once and Meta reviews once. After approval you can send it to anyone, any time, window open or not.
Templates support:
- Variables —
{{1}},{{2}}and so on, filled in at send time, so one template serves every customer. You can also bind them to contact data, so a template greets each person by name automatically. - A header — text, image, video or document.
- Buttons — quick replies, links, or commerce buttons for your catalog.
Full detail in Message templates.
Categories
Every template is submitted under a category, and the category determines both how Meta reviews it and what it costs.
| Category | For | Example |
|---|---|---|
| Utility | Something the customer's own action triggered | Order confirmed, delivery on the way, appointment reminder |
| Marketing | Promotion, offers, re-engagement | New stock, weekend sale, "we miss you" |
| Authentication | One-time passcodes | Login codes |
Do not disguise marketing as utility
Meta re-categorises templates it thinks are miscategorised, and repeated attempts damage your quality rating. If the message is promotional, submit it as Marketing.
Approval
Review is usually minutes, sometimes up to 24 hours. Templates get rejected for:
- Placeholder text left in (
Hi {{1}}, welcome to {{2}}with no example values) - Variables at the very start or very end of the message body
- Spelling and grammar errors
- Promising things Meta considers misleading
- The wrong category
You can edit and resubmit a rejected template. Only approved templates can be sent — the app enforces this, so a pending or rejected template will not appear as a sending option.
In practice
The rhythm that works for most businesses:
- Reach out with an approved Marketing or Utility template.
- The customer replies, which opens the 24-hour window.
- Have the real conversation in free text, with the AI agent or a human.
- If it goes quiet for more than a day, re-open with a template.
Next
- Message templates — writing and submitting them
- Broadcast campaigns — sending one to many