What Is the WhatsApp Business API? A Plain Guide for Growing Teams
The WhatsApp Business API lets a company talk to customers at scale with a team, automation and software. Here is what it is, what it costs you in effort, and who needs it.
The WhatsApp 24 Hour Window Explained With Examples
The 24 hour customer service window decides when you can send free form messages and when you must use a template. Here is how it works.
By UnboxChat Team
One rule shapes almost every WhatsApp business conversation: the 24 hour customer service window. Understanding it saves you from failed messages and surprise costs.
The rule
When a customer sends you a message, a 24 hour window opens. Inside the window you can reply with any message you like: text, images, documents, buttons, lists. When the customer writes again, the window starts over.
When the window is closed, you can only send an approved template message.
Example
A customer messages you at 11 AM on Monday asking about delivery.
- At 2 PM Monday you can reply freely
- At 10 AM Tuesday you can still reply freely
- At 12 noon Tuesday the window has closed, so you need a template to reach them
Why it exists
It protects people from unwanted business messages. A customer who starts a chat is saying they want to hear from you right now.
What it means for your team
- Reply fast. The window is your chance to send rich, free form answers.
- Use templates for follow ups. If you need to reach someone after 24 hours, use a utility or marketing template.
- Watch the clock in the inbox. A good panel shows how much time is left on each chat.
Cost
Under Meta's current model, replies sent inside the window are free, while template messages are charged per message by category and country. Prices change, so check Meta's official pricing before you plan a budget.
Special case: Click to WhatsApp ads
When a customer starts a chat from an ad that opens WhatsApp, Meta gives a longer window for your replies. Read our Click to WhatsApp ads guide for details.
Automations and the window
Keyword replies and AI answers are free form messages, so they only work inside the window. Use them to answer quickly and, if the customer needs help later, switch to a template.
Quick checklist
- Customer wrote in the last 24 hours: send any message
- Customer has not written for more than 24 hours: send a template
- Not sure: check the last incoming message time
Keep this rule in mind when you design flows, and your messages will land every time.
