Overview
On WhatsApp, when a customer sends you a message, a 24-hour timer called the "customer service window" begins. Within this window, you can communicate freely with free-form messages and approved templates. However, once this 24-hour period has passed, you can only re-engage the customer by sending a specific, pre-approved message type called an "update template."
What is the 24-Hour Service Window?
When a customer initiates contact by sending you a message, WhatsApp opens a 24-hour "customer service window." This window determines what types of messages you can send:
Within 24 hours: Send free-form messages and any approved templates at no cost
After 24 hours: Only send specific pre-approved "update templates" (which incur charges)
Recognizing When the Window Has Expired
Inactive Reply Tab: If you notice that the reply tab in a customer chat is inactive or grayed out, this typically indicates that more than 24 hours have passed since the customer's last message. In this state:
You cannot send free-form messages
You cannot use service templates
You can only re-engage using approved update templates (Marketing)
Template Types Explained
Service Templates
Use case: Quick responses within the 24-hour window
Approval: No WhatsApp approval required
Cost: Free
Limitation: Cannot be used outside the 24-hour window
Update Templates (Marketing)
Use case: Re-engaging customers after the 24-hour window expires
Approval: Requires WhatsApp approval before use
Cost: Charges apply per message sent
Benefit: Can restart conversations with inactive customers
Creating Update Templates (for outside 24-hour window)
Follow these steps to create templates that can re-engage customers:
1. Navigate to Studio
Go to your workspace
Select Studio → New Template
2. Name and Categorize
Enter a descriptive template name
Assign to a category (acts as an organizational folder)
Click Next
3. Choose Template Type ⚠️ Critical Step
Select: Marketing
Click Create
Note: This template type can include Call to Action (CTA) buttons or coupon codes
4. Build Your Message
Construct your template following WhatsApp's content guidelines
Include required placeholders if using dynamic content
5. Submit for Approval
Submit template to WhatsApp for review
Wait for approval before the template becomes usable
Creating Service Templates (for within 24-hour window)
For templates used only during active customer conversations:
Follow steps 1-2 above
In step 3, select Service Template
Build and save your template
Template is immediately available for use (no approval needed)
Sending Templates
From the Message Composer
Access any approved template through the message composer
For update templates sent outside the 24-hour window, you'll receive a cost confirmation prompt
Important Timing Considerations
Active window: Use any template or free-form messages
Expired window: Must use approved Marketing templates only
Pricing Information
💡 Current Pricing (Effective July 1, 2025)
Service conversations: Free (customer-initiated, within 24-hour window)
Update template conversations: Paid (business-initiated, outside 24-hour window)
Troubleshooting Common Issues
Inactive Reply Tab
Problem: Cannot type or send messages in a customer chat
Cause: The 24-hour service window has expired since the customer's last message
Solution: Use an approved update template (Marketing, Utility, or Authentication) to re-engage the customer
Template Rejection
If your template is rejected or failed to be submitted:
Review WhatsApp's content policies
Ensure compliance with template formatting requirements
Revise and resubmit with necessary changes
Unable to Send Messages
Verify the 24-hour window status
Confirm template approval status
Check that you're using the correct template type for your timing
Best Practices
Plan ahead: Create and approve update templates before you need them
Monitor timing: Track when customer service windows expire
Cost management: Use service templates when possible to avoid charges
Template organization: Use clear naming conventions and categories
UI awareness: If reply tabs become inactive, check the time elapsed since the customer's last message
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