Customer service agent · Lesson 5 of 5
The WhatsApp 24-hour window: what it is and what to do when it closes
WhatsApp doesn't let you reply freely forever. In this lesson you see how to read the window, what happens when it closes and how to stay in touch afterwards.
6 minAvailable from Starter
What you'll learn
- Knowing when the window starts and closes
- Saving chats before the window expires
- Sending an approved template
- Closing conversations, several at once too
Step by step
- 1
Understand how the window works
The window runs for 24 hours from the customer's last message. Every new message from the customer restarts it, your own messages don't. This is Meta's rule for linked systems, and it applies to every program built on the WhatsApp Business API.
- 2
Read the clock in the conversation
In the header of a WhatsApp conversation you see something like 5h 12m left to reply. The text turns amber with less than 4 hours left and red under an hour. Hover over it to see exactly when the window closes.
- 3
Save what's about to expire
Open the Expiring soon filter in the inbox. It holds unanswered chats whose window closes within 4 hours. Answer those first, because inside the window you can just type and don't need a template.
- 4
Send a template when the window has closed
The bar above the text box then says The 24-hour window has closed. A normal message won't be delivered now, so click Send template. Pick a template, fill in the variables such as the customer's name, check the preview and click Send template.
- 5
Know what the template list can and can't do
The list only shows approved templates of this number's WhatsApp account. If there are none, click New template; it appears once Meta has approved it. Templates with an image, video or document and coupon-code buttons can't be sent from the inbox yet.
- 6
Know the exception for Instagram and Messenger
On Instagram and Messenger an agent can reply from the inbox up to 7 days after the customer's last message. After that you can only reply once the customer writes again, and there are no templates for it. If your WhatsApp number is also in the WhatsApp Business app, you can still send a normal message from your phone after 24 hours; it shows up in Bugalou too.
- 7
Close the conversation when it's done
Click Close in the conversation header. For several at once, click the selection icon above the list, tick the conversations and choose Actions › Close. If you closed one too early, Reopen brings it back.
Common mistakes
Typing a normal message anyway
After 24 hours a normal WhatsApp message isn't delivered, even if it looks fine for a moment. Check the clock and use a template, or wait until the customer writes again.
Using marketing for a follow-up
For a follow-up on a question, order or appointment, choose a template in the Utility category. Marketing templates cost more and the customer must have opted in.
Assuming replies in the window are always free
Since October 2026 Meta also charges for replies above a free allowance per phone number per month. Without a payment method at Meta those replies aren't delivered. Bugalou warns you with a notice when you get close. Replies from the AI agent count too, because they're normal messages.
Sending a template to someone who opted out
If the customer has opted out, Bugalou blocks the template with the notice Customer opted out of WhatsApp messages. That's not a fault. Respect it and wait until the customer gets in touch again.
Tips
- On Friday afternoon, reply to whatever would expire over the weekend, or let the AI agent and a template catch it.
- Prepare a simple template in advance, for example asking if the customer still needs help, so you don't have to wait for approval when you need it.
- Ask the customer to reply: their answer opens the window again.
You're done when
- You can explain when the window starts and closes
- You check Expiring soon every day
- At least one approved template is ready
- You've closed several conversations at once
Frequently asked questions
What is the WhatsApp 24-hour window?
The 24 hours after a customer's last message in which you can reply freely through the WhatsApp Business API. After that only a Meta-approved template goes out, until the customer writes again.
What happens if I reply too late?
A normal message isn't delivered. Send an approved template or wait until the customer writes again. If the customer replies to your template, the window opens again.
Are WhatsApp replies free?
Not without limit. Since October 2026 Meta also charges for replies above a free allowance per phone number per month, and templates have their own rate. The costs run through Meta, so check Meta for current rates.
Does this apply to Instagram and Messenger too?
Similarly, but in the Bugalou inbox an agent can reply there up to 7 days after the customer's last message. After that the customer has to write first.