Understanding the 24-hour window

What opens the window?

An incoming customer message starts or refreshes the 24-hour customer-service window. During an open window, permitted free-form responses can be sent. Outside it, use an approved template that is appropriate for the purpose and recipient. Sending a business message or template alone does not reset the customer-service window; a new customer message does.

Example timeline

All times below use the same time zone.

Apply this in AI Node

1. Open the WhatsApp conversation and inspect its window state before sending.
2. During an open window, take over if needed and send a free-form response.
3. When free-form sending is unavailable, select an approved Meta template, fill its variables, and check the recipient and language.
4. Wait for the customer to respond before resuming free-form messaging outside the original window.
5. Apply the same rule to workflow free-message steps and AI responses; automation does not create an exception.

Troubleshooting

Do not repeatedly retry blocked text, change a quick reply's name, or assume a business template reopened the window. Check the latest actual customer message and provider error. Provider exceptions and pricing are separate from this basic window rule; consult WhatsApp Business Messaging Policy.

Before a business-initiated message, confirm recipient permission and respect opt-outs; template approval is not recipient consent.

Expected result

You can choose a permitted message type and explain why a follow-up requires a template.