What is WhatsApp 24-hour window?
The WhatsApp 24-hour customer service window opens whenever a customer messages your business. While it is open you can reply with free-form, non-template messages, and those replies are free.
Why WhatsApp 24-hour window matters
The window matters because it is the cheapest, most flexible way to talk to customers. Outside it you can only start a conversation with a paid, pre-approved template.
Example
A customer asks a question at 2pm; until 2pm the next day you can reply freely with text, images or buttons at no message cost.
Related terms
- WhatsApp conversation categories
- WhatsApp message template
- WhatsApp Business API pricing 2026
- Full WhatsApp Business API glossary
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Are messages in the 24-hour window free?
Your free-form replies (Service messages) inside the window are free. Template messages are billed even inside the window.