WhatsApp: the 24-hour window and templates
Why WhatsApp only allows approved templates after 24 hours, what they're for and how approval works.
Updated
WhatsApp protects people from getting messages they don't expect. That's why it has a rule: the 24-hour window.
The 24-hour rule
- When a customer writes to you, a 24-hour window opens. Inside it, you can reply with free text.
- Once 24 hours pass since the customer's last message, you can only write to them with an approved template.
- If the customer writes again, the window opens again.
What templates are
They're pre-written messages with blanks for a name, date or time. Meta (the company that owns WhatsApp) reviews them before they can be used. They let you message a customer on WhatsApp once the 24 hours have passed.
Reminders, confirmations and your account's other automatic messages don't go out on WhatsApp: they go out by SMS and email, so they don't depend on the window. On WhatsApp, NEO chats with your customers when they message you.
See your templates
- Go to Settings › WhatsApp.
- Open the Templates tab.
- Check each one's status: approved, in review or rejected.
Create or change a template
- In Templates, click to create a new one.
- Choose the category (for example, utility for appointments) and write the text with the blanks in double curly braces.
- Submit it for review and wait for the answer. It doesn't always take the same time.
- Once approved, you can use it to message a customer on WhatsApp.
If you change an approved template, it goes back into review. Use the previous one meanwhile.
Rules to get approved
- No exaggerated promises or pushy sales text.
- A clear purpose and a relationship with the customer.
- No sensitive data inside the text.
If something goes wrong
- Rejected: read the reason, fix it and submit again.
- You can't reply on WhatsApp: the 24 hours may have passed. Use a template.
Write to support@neuroaistudio.com. See also Connect your WhatsApp.