24-hour window

The period after a customer's message in which the business may reply freely without a template.

Every message from a customer opens a 24-hour window. Inside it the business can send text, images, buttons, lists and links freely. When it closes, only approved templates may be sent until the customer writes again.

A tap on a template button, such as Confirm, counts as the customer writing, so it opens a fresh window.

Why it matters

It shapes every automation: collect what you need while the customer is talking, and use templates with buttons to bring them back.

Go deeper

The 24-hour window, explained

Related terms

Message templateA message whose wording Meta has approved in advance, used when the business starts a conversation.
Service messageA reply to a customer who messaged you, sent inside the 24-hour window. The first 1,000 a month are free per number.

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