Guides
When a customer sends you a WhatsApp message, a 24-hour service window opens. Inside it you can reply with free-form messages — any text, image, document or interactive message — at no messaging cost. Once it closes, you can only reach that customer with an approved template, which is charged. Every reply from the customer resets the clock.
Inside the window: free-form text, media, buttons and lists, not charged. Outside: approved templates only, charged by category. This single rule explains most of what looks arbitrary about WhatsApp Business messaging.
Teams that understand the window pay less and convert more.
The window is checked before a send rather than after Meta rejects it, so an automation cannot silently fail. Attempts to send outside the window are blocked and logged, and the inbox warns you before you draft a message that would be refused.
| Situation | What is allowed |
|---|---|
| Customer messaged within the last 24 hours | Any free-form message, not charged |
| More than 24 hours since their last message | Approved template only, charged |
| Never messaged you | Approved template only, and only with opt-in |
| Customer replies to your template | Window reopens for another 24 hours |
Yes. Each inbound message from the customer opens a fresh 24-hour window.
There is no Meta messaging charge for free-form replies inside the window. Your platform subscription still applies.
Meta rejects a free-form message. ConneXus blocks the attempt before it is sent and tells you, rather than letting an automation fail silently.
Connect your number through Meta Embedded Signup, keep ownership of your WhatsApp Business Account, and pay Meta directly for messages — we never add a markup.