The 24-hour window is the period after a customer message during which you can reply freely on WhatsApp; after that, an approved template is required.
The 24-hour window (customer care window) is a WhatsApp rule: once a customer sends a message, you can reply freely for 24 hours with text, images, or documents. After that window closes, an approved WhatsApp template is required to reach out again.
This rule prevents businesses from messaging customers without consent. For customer service it means speed pays off: reply within 24 hours and you keep a natural conversation; wait longer and you must fall back on templates.
Bugalou shows the remaining window for each conversation directly in the inbox, so your team always knows how much time is left to reply freely — and switches to templates automatically when needed.
All channels in one inbox, AI chatbot included, CSAT measurements, and smart automations. No credit card required.
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