What Is the WhatsApp Business 24-Hour Window Rule?

The WhatsApp Business 24-hour window is the period during which you can send free-form messages to a customer. If they stop messaging you for 24 hours, the window closes and only an approved template can reopen it.

Why the rule exists in practice

The window is what keeps the official API from becoming a broadcast channel. For businesses, it changes how outbound communication has to be planned.

A customer who goes quiet cannot be messaged freely
Follow-ups have to be structured around templates
Campaigns and reminders need approved content in advance
Support teams can be locked out of a conversation they were mid-way through

Inside the window versus outside it

Situation	What you can send	Meta cost
Window open	Any free-form message	No additional Meta charge for replying
Window closed	Approved templates only	Template sends are billed separately by Meta
Customer replies to template	Window reopens, free-form resumes	Back to normal replying

How this works in Jestor

Open the conversation in Jestor — a closed window is flagged directly in the message area.
Send an approved template straight from that same area, without switching screens.
Choose from the templates made available for that specific process.
Wait for the customer to reply, which reopens the window.
Continue the conversation normally once it is open again.

Why choose Jestor for WhatsApp conversations?

Jestor shows the window state inside the conversation rather than letting a message fail silently, and it lists only the templates relevant to that process so the right one is easy to pick.

An active conversation is indicated visually, so a team member can tell at a glance whether they can reply freely or need a template.

Frequently Asked Questions

How do I reopen a closed window?

By sending an approved template. If the customer replies, the window reopens.

Does replying cost extra?

Receiving and replying manually carries no additional Meta charge. See jestor.com.

Can I see whether the window is open?

Yes, it is indicated in the conversation.

Video Tutorial: Step by Step

Check out other practical tutorials on the Jestor YouTube channel.

Get to know Jestor

With Jestor, you can automate workflows, connect teams, and build internal systems your way — all without code and powered by AI. Discover Jestor at jestor.com and see how to take your company's operations to a new level of efficiency and control.

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