The 24-hour reply window
When a customer messages your business, you can reply normally for the next 24 hours. This is the best time to answer questions, continue a conversation, and help them complete a booking or purchase.
What happens after 24 hours
After 24 hours, use an approved WhatsApp template to restart the conversation. This is why your first template is an important setup step.
Utility vs marketing
Utility messages are useful updates: bookings, orders, payment reminders, or account information. Marketing messages promote an offer, product, or service. Send marketing messages only to people who have agreed to hear from you.
Keep customers in control
Send relevant messages, avoid repeated follow-ups, and respect opt-outs. Better messages lead to better replies and more reliable delivery.
Where to find it
Create templates in Outbound → Message Templates. Reply to active conversations in Core → WA Chat.