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WhatsApp 24 Hour Window and Message Category Reference

WhatsApp splits business messages into categories, and whether you can send at all depends on whether the customer wrote to you in the last 24 hours. This table maps common ERP and field service notifications to the category and the template requirement.

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ERP scenario	Likely category	Template needed outside window	Note
Reply to a customer question within 24 hours of their last message	Service	No	Free form text is allowed inside the open customer service window
Reply to a customer question after 24 hours	Utility or Marketing	Yes	The window has closed; use an approved template
Order confirmation after checkout	Utility	Yes	Transaction triggered and specific to an order
Shipment dispatched with tracking link	Utility	Yes	Post purchase update tied to a specific order
Delivery delay notice	Utility	Yes	Keep content to the delay; avoid promotions
Invoice issued reminder	Utility	Yes	Tied to a specific transaction
Payment due reminder	Utility	Yes	Keep wording factual and specific to the invoice
One time passcode for login	Authentication	Yes	Authentication templates have a fixed structure with a code and optional expiry
Appointment or service visit confirmation	Utility	Yes	Field service scheduling use case
Appointment reschedule request	Utility	Yes	Include the original slot and a clear action
Approval request sent to an internal approver	Utility	Yes	Consider whether Teams or Slack suits internal approvals better
Product launch or sale announcement	Marketing	Yes	Needs opt-in; subject to quality and frequency scrutiny
Back in stock notice the customer asked for	Utility or Marketing	Yes	Category depends on content; promotional wording points to Marketing
Customer satisfaction survey after delivery	Utility or Marketing	Yes	Meta may classify by content; keep it a plain survey link
Cross sell offer after an order confirmation	Marketing	Yes	Adding promotion to a utility message can change its category
Customer opt-out confirmation	Service or Utility	Depends	Inside the window a free form reply is fine
Click to WhatsApp ad conversation	Service	No	Meta documents a longer free window for these entry points; confirm current terms

Category definitions, window rules and pricing are set by Meta and change. Meta decides the final category of a template at review and may re-categorise it. Confirm the current definitions and rate card before you design a flow around them.

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How the 24 hour window works

When a customer messages your business number, a customer service window opens for 24 hours from their latest message. Inside it you can send free form messages. Outside it you can only send approved template messages, which carry a category. Each new customer message restarts the window, so a support conversation that keeps going stays open without templates.

Track the timestamp of the last inbound message per customer in your system.
Check the window before choosing a free form or template send.
Fall back to a template when the window has closed instead of failing.
Do not rely on staff replying within the window for time critical alerts.

Choosing a category

Utility templates support an agreed transaction or a specific update, such as an order, delivery or invoice. Marketing templates promote or encourage engagement. Authentication templates deliver one time passcodes. Meta reviews the content and can re-categorise a template, so wording matters: a delivery update with a discount banner can be treated as marketing and billed and limited accordingly.

Worked example

A distributor sends a dispatch message from the ERP when a sales order ships. The customer last messaged two weeks ago, so the window is closed and the message must be a utility template with the order number and tracking link as variables. If the customer replies with a question, the window opens and the support team can answer in free form for the next 24 hours.

Common mistakes

Using one template for both transactional and promotional content causes unexpected re-categorisation. Sending without recording opt-in leaves you unable to show consent. Assuming the window is per template rather than per customer message leads to missed sends.

Frequently Asked Questions

What is the WhatsApp 24 hour window?

It is the period after a customer's latest message to your business during which you can reply with free form messages. After it closes, you can only start or continue the conversation with an approved template message.

What is the difference between utility and marketing templates?

Utility templates relate to a specific transaction or update the customer expects, such as an order or invoice. Marketing templates promote products or encourage engagement. Meta reviews the content and may change the category you chose.

Do I need a template to reply to a customer?

Not inside the 24 hour window. If the customer messaged you within the last 24 hours you can reply with normal text, media or interactive messages. Outside the window you need an approved template.

Does this table show current prices?

No. Pricing depends on category, country and Meta's current rate card, which changes. Use this table to classify your messages, then check the official rate card or use a cost calculator with current rates.

If you want ERP events routed to the right WhatsApp template automatically, with the window checked first, Netray can build and run that integration.

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