Guide
WhatsApp’s 24-hour rule: when you can reply freely and when you need a template
Meta allows free-form messages within 24 hours of the customer’s last message. After that you need an approved template. Understanding this prevents most sending errors.
The rule
- The customer wrote or tapped a button: the window opens for 24 hours and you can send anything.
- The window closed, or they never replied: approved templates only.
- Any new reply opens a new window.
How it appears in the inbox
| You see | Meaning | What to do |
|---|---|---|
| Can Reply with time left | The window is open | Send what you like |
| Awaiting Reply | The customer hasn’t replied yet | Send a template and wait |
| Window Expired | 24 hours have passed | Use Send Template |
If you send outside the window
Meta rejects the message with error 131047, which ConfirmX shows on the message as “Outside the 24-hour window”. The fix is to send a template. See the error code guide.
In automation flows
- The first message in a flow must be Send Template, because the customer hasn’t written to you.
- After a button tap you can use a normal Send Message.
- The AI agent sends free-form messages, so place it after a customer reply.
- A long Delay can let the window close before the next message.
Cost
Meta sets message prices by type and country and has changed its rules several times, so take the number from Meta’s official pricing page, not from any article, including this one.
Questions
Does a button tap open the window?
Yes. A tap is a reply from the customer and opens the window.
Do campaigns have to use templates?
Yes. Campaigns in ConfirmX are sent with approved templates.
Are replies inside the window free?
That is Meta’s decision and it changes. Check its official pricing page.
Read next
WhatsApp Business API error codes: 131026, 131049, 133010 and more
Read the guide →How to set up WhatsApp order confirmation, step by step
Read the guide →Try ConfirmX on your store
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