---
title: What is the WhatsApp 24-hour window? Meaning & examples
description: The WhatsApp 24-hour window is the time after a customer's last
  message when a business can reply freely. Learn how it opens, closes and what
  to send after.
url: https://salemag.net/glossary/24-hour-window
language: en
published: 2026-10-21
updated: 2026-10-21
author: SaleMag Team
tags:
  - 24-hour window
  - customer service window
  - whatsapp business api
---

# What is the WhatsApp 24-hour window? Meaning & examples

> The 24-hour window, also called the customer service window, starts when a customer messages your business on WhatsApp and lasts 24 hours from their latest message. Inside it you can send any free-form reply. After it closes, you can only start again with an approved template.

## What is the 24-hour window?

On the WhatsApp Business Platform, the **24-hour window** is the period in which a business may reply to a customer with any normal message: text, photos, voice notes, buttons, product lists. Meta calls it the **customer service window**.

- It **opens** when the customer sends you a message.
- It **resets** every time the customer writes again.
- It **closes** 24 hours after the customer's latest message.

After it closes you cannot send free-form messages. To reach the customer again you must send an approved [message template](https://salemag.net/glossary/message-template), and only if they have opted in.

Some entry points, such as chats that start from a Click-to-WhatsApp ad, can open a longer free entry point window. Meta sets these terms, so check the current rules.

## Why does it matter for sellers in Bangladesh?

Customers often ask "price?" at night and come back days later. If your team answers slowly, the window may have closed by the time you have stock or a final price, and you will need a template to reply. Fast answers keep the conversation inside the window and keep the sale moving. An [AI chatbot](https://salemag.net/features/ai-chatbot) that replies in seconds helps here.

## Example

- Monday 9 pm: a customer asks about a saree. The window opens until Tuesday 9 pm.
- Tuesday 10 am: the customer asks for a photo. The window now runs until Wednesday 10 am.
- Thursday: the shop wants to say it is back in stock. The window has closed, so it sends an approved template.

## Related terms

[Opt-in](https://salemag.net/glossary/opt-in), message template, utility message, click-to-WhatsApp ads.

## FAQ

### Does the window reset when I reply?

No. Only a new message from the customer restarts the 24 hours. Your own replies do not extend it.

### What can I send after the window closes?

Only an approved message template, such as a utility update or a marketing message to an opted-in customer. Once the customer replies, a new window opens.

### Does the 24-hour rule apply to Messenger and Instagram?

Meta has similar standard messaging windows on Messenger and Instagram, with their own rules for messages outside them. Check Meta's current policy for each channel.