WhatsApp templates and the 24-hour rule

Free-form WhatsApp replies are allowed for 24 hours after the customer's last message; after that, only approved templates.

For: Admins and agents

Steps

Create message templates in Meta's WhatsApp Manager and wait for approval.
In Settings → Chat channels, open WhatsApp and select Sync templates. Approved, pending and rejected templates are listed.
In a WhatsApp chat, when the customer's last message is more than 24 hours old, the composer changes to a template picker.
Pick an approved template, fill in its variables ({{1}}, {{2}} …), check the preview and select Send template.
When the customer writes back, the window reopens and you can reply freely again.

Messenger and Instagram also have a 24-hour window. If Meta has approved your app for the Human Agent tag, turn it on for the channel to reply for up to 7 days.
Telegram, LINE and SMS have no reply window.

Still need help? Contact support