WhatsApp 24-Hour Messaging Rule
The 24-hour rule is the single most important policy on the WhatsApp Business Platform. Knowing it inside-out keeps your messages flowing and your number in good standing.
When to use this guide
Before sending any outbound message — broadcast, follow-up, or one-off.
Before you start
- A connected WhatsApp number.
Step-by-step
- 1
What the window is
When a customer messages you, a 24-hour 'customer service window' opens for that conversation. Inside the window you can send any free-form message: text, images, audio, files, anything.
- 2
What happens after 24 hours
The window closes. To message that customer again you must use a pre-approved Message Template. Free-form messages will be rejected by Meta.
- 3
How to reopen the window
Send a template the customer is likely to reply to. The moment they reply, a fresh 24-hour window opens.
- 4
How to track the window
Inside any conversation in the Nuha Chat Inbox you'll see a countdown timer in the header showing how much time is left.
What happens next
Submit at least one general-purpose template (e.g. an order update or appointment reminder) so you always have a way to re-engage.
Common issues
My free-form message says 'Outside 24-hour window'.
The window has closed. Send a template instead, or wait for the customer to reply.
The timer shows green but the message still fails.
Refresh the conversation. If it persists, the customer may have blocked your number — check Reports → Lead Reports.
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Related guides
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Send text, media, templates, and quick replies — and use canned responses to reply faster.
Still need help?
Contact Nuha Chat Support — the more detail you share up front, the faster we can help. Please include:
- Workspace name — so we can find your account.
- WhatsApp number involved in the issue (in international format).
- Screenshot of the issue, including the full error message if one is shown.
- The step you were trying to complete when the issue happened.
We typically reply within a few hours during business days.