The 24-hour window and templates
Why some replies need a template, and how to create and submit templates.
Updated 24 September 2026
WhatsApp lets you send free-form messages for 24 hours after the customer's last message. After that, you can only send a pre-approved template. The conversation header shows the time left, and the composer switches to "Send template" when the window has closed.
Create a template
- Go to Settings → Integrations, open the WhatsApp card and choose Templates, then create a template.
- Choose a category (marketing, utility or authentication), write the message, and add variables such as
{{1}}for the customer's name. - Submit it. Meta usually reviews templates within minutes to a few hours, and the status updates automatically.
Approved templates can be sent from any conversation, from New conversation, and in broadcasts.
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