The rule in one sentence
On the WhatsApp Business Platform, a business can send free-form messages for 24 hours after the customer's last message; after that, or when the business messages first, it must use a pre-approved message template.
The window resets every time the customer sends a new message. A lively conversation can therefore stay open for days, while a lead who went quiet yesterday afternoon can only be reached with a template.
Template categories
| Category | Use it for | Examples |
|---|---|---|
| Marketing | Promotions, offers, re-engagement and anything that is not a direct follow-up to a transaction | "Our open house is this Saturday", "10% off cleaning this week" |
| Utility | Updates on something the customer already started: bookings, orders, account changes | Appointment reminders, booking confirmations, order status |
| Authentication | One-time passcodes | Login or verification codes |
Meta reviews each template and can re-categorise it. A reminder stuffed with a promotion will usually be classed as marketing. Meta's pricing is per message and depends on the category and the recipient's country, and it changes over time, so check Meta's current WhatsApp pricing page for your markets before budgeting.
Designing follow-ups that work within the window
- Reply instantly while the window is open. The first minutes after a customer messages are when they are most engaged, and every message you send is free-form. An AI concierge makes sure no one waits.
- Capture what you will need later. Save the customer's preferred time, service and budget into fields. Your templates can then use them as variables.
- Use utility templates for things the customer asked for. Booking confirmations and reminders 24 hours before an appointment are classic utility messages.
- Keep re-engagement short and specific. One line of value and one easy question. "Still looking for a 2-bedroom in Dubai Marina? Two new units opened this week. Want the floor plans?"
- Watch the clock. Envoy's shared inbox shows when the 24-hour window is about to close, and automation conditions can check whether the window is open before choosing between a free-form message and a template.
Template writing checklist
- Say who you are in the first line.
- Use variables for the name and the specific thing the customer asked about.
- Ask one question, ideally with quick-reply buttons.
- Avoid all caps, excessive emoji and vague promotional language. They slow down approval.
- Write a version for each language you serve. Templates are approved per language.