The rule in one line
You may reply with free-form text only while a customer's 24-hour service window is open. The window opens when the customer messages you and lasts 24 hours from their most recent message. Outside that window you can only send an approved template. Everything else in this guide follows from that rule.
The rule exists to protect people from unwanted messages. It also shapes how you design conversations: you decide what to send when a window is open, what to send when it is closed and how to get a customer to open it again.
Inside and outside the window
| Situation | What you may send | Notes |
|---|---|---|
| Customer messaged within 24 hours | Free-form text, media, interactive messages and templates | Replies keep the window open as long as the customer keeps replying |
| No customer message in 24 hours | Approved templates only | Choose the correct category |
| Customer never opted in | Nothing | Collect opt-in first |
Template categories
Every template belongs to a category. The category affects approval, pricing and what you may say.
| Category | Use it for | Examples |
|---|---|---|
| Utility | Updates tied to something the customer did | Order shipped, appointment reminder, payment receipt |
| Authentication | One-time passcodes | Login code, verification code |
| Marketing | Promotions and announcements | Sale, new product, re-engagement |
Pick the honest category. A promotional message submitted as utility is among the most common reasons for rejection, and repeated mismatches can harm your account standing.
Before you send anything
- The customer has opted in to WhatsApp messages from your business
- Your business profile and display name are complete and accurate
- Templates are approved and in the correct category
- You can honour a stop request quickly
- Your numbers and phone-number quality are healthy
Writing templates that get approved
- Be specific. Say what the message is about and who it is from. Vague wording is harder to approve
- Use variables sparingly. Use them for names, order numbers, dates and amounts. Give each variable a realistic example value when you submit
- Match the category. Utility text should be about a customer's own transaction. Offers belong in marketing
- Keep it readable. Short paragraphs, plain language, a clear next step
- Add buttons where they help. Quick replies and call-to-action buttons raise response and reduce typing
- Test before launch. Send to internal numbers and check how the template renders on a handset
Template do and do not
| Do | Do not |
|---|---|
| Name your brand | Hide who is sending |
| Explain why you are writing | Use all capitals or heavy punctuation |
| Offer an easy way to stop marketing messages | Add a long chain of links |
| Use real example values | Use placeholders such as test or abc |
Designing conversations around the window
Good WhatsApp programmes are built around the window, not in spite of it. Use a template to start a conversation, and when the customer replies, use the open window to resolve their request with rich, free-form messages.
- Open with utility. An order update that invites a reply starts a conversation the customer wants.
- Resolve inside the window. Answer questions while the window is open instead of sending another template.
- Plan the re-open. If a window is about to close and you still need something, ask a question that invites a reply.
- Keep marketing separate. Send marketing templates to people who expect them, at times that suit them.
Protecting quality
Customers can block or report a business. A falling quality rating can limit how many people you can message and, in serious cases, restrict your number. Quality is driven by what recipients do, so it is improved by relevance, frequency control and easy opt-outs.
- Send to opted-in people only
- Limit frequency and cap sends per person per week
- Segment marketing by interest so messages are relevant
- Watch block and report rates after every campaign
- Pause a template that gets poor feedback
Common causes of rejection
| Symptom | Likely cause |
|---|---|
| Template rejected as marketing | Promotional wording in a utility template |
| Variable error | Missing example values or variables placed back to back |
| Policy rejection | Prohibited content or unclear business identity |
| Link problems | Shortened or mismatched links that hide the destination |
A worked conversation flow
Consider a clinic that confirms appointments. At 9 am the day before, the clinic sends a utility template: “Hi {{1}}, this is a reminder of your appointment with {{2}} tomorrow at {{3}}. Reply 1 to confirm or 2 to reschedule.” The customer replies “2”. That reply opens a 24-hour window. Inside it the clinic can send free-form options, offer three new slots as an interactive list and confirm the choice, all without another template. When the conversation ends and the window closes, the next message the clinic wants to send, perhaps a post-visit survey, must again be a template.
The pattern to copy is simple. One well-chosen template starts a conversation that the customer wants, the open window does the real work and nothing is sent that the customer did not expect. Compare this with a flow that sends five templates in a row; each is a chance for a block or a report.
Measuring what works
Track a small set of numbers for every template, not just overall volume.
| Metric | Why it matters | Healthy sign |
|---|---|---|
| Delivery rate | Shows whether numbers are valid and opted in | Stable or rising |
| Read rate | Shows whether the subject is relevant | Higher for utility than for marketing |
| Reply or button rate | Shows engagement and opens the window | Rising after template edits |
| Block and report rate | Shows what customers think of the message | Very low and falling |
Review these weekly for the first month and monthly after that. Retire templates that underperform and keep a short change log, so you know which edit caused which effect.
Localisation
Customers respond best in their own language. Submit a separate template for each language and select by the customer's saved preference. Check right-to-left languages such as Arabic on a real handset, because variables and punctuation can change the visual order of a sentence.
Further reading
- WhatsApp Business Platform documentation from Meta (authoritative for categories and pricing)
- WhatsApp Business messaging policy
- Telnxo guide: WhatsApp opt-in and quality rating
Frequently asked questions
Can I send a template inside the 24-hour window?
Yes. Templates always work. Free-form text only works inside the window.
Why was my template rejected?
Common reasons are the wrong category, unclear purpose, missing variable examples or promotional wording in a utility template.
How do I open a window?
The customer must message you first. You can invite that with a template that asks a question or includes a quick-reply button.
How long does template approval take?
Often minutes to a day, but it can be longer. Submit well before a launch.
Can I edit an approved template?
Edit rules are set by WhatsApp. If you cannot edit it, submit a new template and move traffic across.