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.
| 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.
Map your ERP messages
Optional review of which of your ERP notifications should be which template category.
Optional. The tool and every export work without this. No spam.
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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