Understanding the 24-hour window
Meta enforces a strict customer care policy on WhatsApp:
- Active Window: When a customer sends a message, a 24-hour timer starts. During this window you can send free-form text, media, voice notes and interactive menus. Since 1 Oct 2026, Meta gives each phone number 1,000 free service messages per month and charges per delivered message after that. Utility templates are also charged inside the window. Keep a payment method on your WhatsApp Business Account.
- Expired Window: Once 24 hours have passed without a customer reply, Meta blocks free-form text. To re-open the conversation, you must send an approved Meta Message Template.
Live countdown indicator
Flow displays a dynamic session timer at the top of each conversation thread. When the session expires, the composer automatically disables free-form input and prompts you to select an approved template.
Re-engaging customers
Click Send Template, select an approved Utility or Marketing template, fill in any variable fields, and hit Send. When the customer replies, the 24-hour free-form session re-opens immediately.