WhatsApp guides / The 24-hour customer service window
The WhatsApp 24-hour customer service window, explained
When a customer messages or calls your WhatsApp business number, a 24-hour customer service window opens. Inside it you can reply with any free-form message; outside it you can only send pre-approved templates. Since 1 October 2026, replies inside the window are free only up to 1,000 a month per business number.
Based on Meta's official documentation, checked 18 October 2026. Sources are linked at the end; where Meta gives no fix, we do not invent one.
How the window works
Meta calls it the customer service window. A 24-hour timer starts when a WhatsApp user messages you or calls you, and resets to 24 hours each time they message or call again.
- While the window is open, you can send non-template messages: text, media, interactive messages and so on, with no pre-approval.
- When it is closed, you can only send template messages, which Meta must approve in advance.
- You may only message users who have opted in to hear from you.
- Sending a free-form message after the window closes fails with error 131047.
What it costs since 1 October 2026
- Service messages (free-form replies inside the window, written by a person or a third-party AI) are free for the first 1,000 each month on each business phone number, then charged at Meta's rate for the recipient's country. Until 30 September 2026 they were all free.
- Utility templates sent inside an open window are charged again from 1 October 2026. They had been free since 1 July 2025.
- Marketing and authentication templates are charged wherever they are sent, except in a free entry point window.
The free entry point window
- If a user messages you from a Click-to-WhatsApp ad using the Android or iOS app, and you reply within the customer service window, that reply is free and opens a free entry point window.
- While it is open, Meta does not charge for marketing, utility, authentication or service messages to that user. Meta Business Agent messages are still charged.
- Meta's developer documentation says the free entry point window may remain open for up to 7 days.