This article covers how WhatsApp conversations behave after setup: the 24-hour customer service window, the templates the inbox uses when that window is closed, media support and auto-close. To create, submit and manage templates, use Outbound > Templates; see WhatsApp Template Manager and Library.
The 24-Hour Customer Service Window
When a customer messages you, WhatsApp opens a 24-hour window for normal (free-form) replies. Each new customer message restarts it. Once it closes, you can only reach the customer with an approved message template.
- The customer sends a message and the 24-hour window opens.
- Agents and the AI agent can reply freely while it's open.
- Each customer reply restarts the 24 hours.
- After 24 hours with no customer message, free-form replies are blocked.
- Send an approved template to re-engage. If the customer replies, a new window opens.
Closing or reopening a conversation in Social Intents doesn't change Meta's window.
Templates Used by the Inbox
Go to Settings > Channels, expand WhatsApp and find Message templates. Only approved templates are listed; their text syncs from Meta automatically. Click Manage templates to open Outbound > Templates.
| Setting | What it does |
|---|---|
| Re-engage template (after 24-hour window) | Sent automatically when an agent replies after the window has closed, to reopen the conversation. Meta's sample templates (such as hello_world) are marked test only and can't be used on live numbers. |
| Re-engage template variables | Default values for the template's variables, such as {{1}} and {{2}}, separated by commas. |
| Re-engage template body | Fills in when you pick a template. Agents see it as a live preview in the inbox before it's sent. |
| Default template for compose | Pre-selected when agents start a new WhatsApp message from the inbox. |
Template messages are billed by Meta, so your WhatsApp Business Account needs a payment method. Without one, Meta returns error 141006 and blocks templates, including the re-engage template. See WhatsApp Setup Troubleshooting.
Template Categories
- Utility: updates about an existing order, booking or account. Delivers to US numbers.
- Marketing: promotions, offers, announcements and re-engagement. Meta doesn't deliver Marketing templates to US (+1) numbers; see US Numbers and SMS Fallback.
- Authentication: one-time passcodes in Meta's fixed format.
Create templates with a live preview, or start from the 90-template library, in Outbound > Templates. To send one template to many contacts, see WhatsApp Broadcasts.
Media Support
| Media type | From the customer | From an agent |
|---|---|---|
| Images | Yes, shown inline in the transcript | Yes |
| Documents (PDF, Word, Excel) | Yes, as a download link | Yes |
| Audio | Yes, playable in the transcript | No |
| Video | Yes, playable in the transcript | No |
| Stickers | Yes, shown as an image | No |
Media customers send is downloaded from Meta and stored with the transcript. Templates can also carry an image, video or document header; broadcasts accept JPG or PNG up to 5 MB and MP4 or PDF up to 16 MB.
Auto-Close
In Settings > Channels > WhatsApp, set Auto-close after (hours) to any value from 0 to 720. 0 keeps conversations open until someone closes them. SMS and Messenger have their own auto-close settings in the same Channels section.
An auto-closed conversation is marked completed in reports. If the customer writes again, a new conversation starts. While a conversation is open, new messages from the same customer to the same number continue it.
WhatsApp in Reports
- Analyze > History: full transcripts with media, contact details and agent.
- Analyze > WhatsApp campaigns: broadcast delivery, reads, replies, opt-ins and estimated Meta spend.
- Contacts: WhatsApp customers are saved as contacts with their phone number in international format.
Frequently Asked Questions
What happens if I don't set a re-engage template?
Replies sent after the 24-hour window fail. Choose one in Settings > Channels > WhatsApp.
How do I know if the window is still open?
Social Intents checks for you. If the window is open, your reply is sent as a normal message. If it has closed, the re-engage template is sent instead.
Are replies inside the window free?
Since October 1, 2026 Meta gives each business number 1,000 free service messages (replies inside the window) per month, then charges a per-country service rate. Utility templates sent inside an open window are also charged. See the WhatsApp pricing calculator.