Short answer
The WhatsApp 24-hour rule is Meta's customer service window: when a customer messages or calls a business, the business can send free-form messages for 24 hours. Every new customer message resets the timer. After the window closes, the business can only send pre-approved template messages until the customer writes again.
Inside and outside the window
| Window open | Window closed | |
|---|---|---|
| Free-form text and media | Allowed | Not allowed |
| Interactive messages, locations, reactions | Allowed | Not allowed |
| Approved templates | Allowed | Allowed (the only option) |
| Who opens it | The customer, by messaging or calling | Reopens when the customer replies |
Example
A customer of a Dubai electronics store, Noor, asks about a delivery at 10:00 on Monday. Agents can reply freely until 10:00 on Tuesday. If Noor writes again at 18:00 on Monday, the window now runs until 18:00 on Tuesday. If an agent answers on Wednesday, they must use an approved utility template.
What it costs
Meta's pricing documentation says that from 1 October 2026 service messages (free-form replies in the window) and utility templates sent in the window are charged, with 1,000 free service messages per business phone number per month. Before that date both were free. Confirm current rates in Meta's rate card.
A separate free entry point window, which may remain open for up to 7 days, applies when the customer arrives from a Click-to-WhatsApp ad on the Android or iOS app and you reply in time.