Channel & WhatsApp

24-hour window

After a customer messages you on WhatsApp, you have 24 hours to send free-form replies. Beyond 24h, only approved templates.

Meta's anti-spam rule. Customer messages you → free-form replies enabled for 24h. After 24h, only Meta-approved 'template messages' (utility, marketing, authentication) are allowed. Sequence builders respect this automatically.

Related terms

Template message

WhatsApp message format that can be sent outside the 24-hour window — must be pre-approved by Meta.

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WhatsApp Business API (WABA)

WhatsApp's programmable API for businesses. Supports bot replies, multi-agent, broadcast and template messages.

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Opt-in

Customer's explicit consent to receive marketing messages.

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