24-hour window

What is the 24-hour window

WhatsApp enforces a 24-hour messaging window that works as follows: every time a customer sends you a message, a 24-hour window opens during which you can freely reply with any type of message.

Once 24 hours have passed since the customer’s last message, the window closes and your options change.

Inside the window (24 hours)

While the window is open, you can:

• Send text messages freely.
• Attach files, photos, and audio.
• Reply as many times as you need.
• The agent can reply automatically without restrictions.

Outside the window (more than 24 hours)

When the window closes:

• You can only send approved templates: Free-form messages are not allowed.
• The agent cannot reply with regular messages.
• You need to use a template previously approved by WhatsApp to resume the conversation.

In the interface, you will see a clear notice stating: “Outside the messaging window. You can only send approved templates.”

On some channels, templates may not even be available, in which case you will see: “Outside the messaging window. This channel does not allow sending messages at this time.”

How to identify the window status

Aura displays a visual indicator on each WhatsApp conversation so you always know whether you are inside or outside the messaging window. When the window is closed, the text field is replaced with the available options (send a template or a restriction notice).

How to reopen the window

The window only reopens when the customer sends you a new message. You cannot reopen it by sending a message yourself. That is why templates are the key tool for initiating contact outside the window:

1. Send an approved template to the customer.
2. Wait for the customer to reply.
3. Once they reply, the window reopens for 24 hours and you can send messages freely again.