24-hour window

The 24-hour window is the everyday name for the customer service window on WhatsApp. It also appears on Instagram and Messenger, which have their own 24-hour standard messaging windows.

On WhatsApp

When a customer messages you, you have 24 hours to reply with free-form messages. Each new message from them resets the clock. After it closes, you need an approved template message to reach them.

On Instagram and Messenger

Businesses can reply with standard messages within 24 hours of the person's last message. Outside that window, a limited human agent option allows a person on your team to reply for a longer period. Automated promotional messages are not allowed outside the window.

Practical tips

• Reply quickly, so conversations stay inside the window.
• Use bots or AI agents to answer out of hours.
• Plan follow-ups with templates for when the window has closed.

Whatsuite tracks the window for each channel and shows the time left on every conversation.