The 24-hour customer service window

WhatsApp lets a business reply freely for 24 hours after the customer's last message. This is the customer service window. After it closes, you can only send an approved template until the customer writes again.

#Inside the window

Reply with any message: text, images, documents, buttons. Replies inside the window are service messages.

#After the window closes

In the Inbox, the reply box changes to This chat has expired with a Send Template button. You can only send an approved template until the customer writes again. A template send is charged at its category's rate.

#What resets the window

Any new message from the customer opens a fresh 24-hour window.

#Charges

• Service messages (your replies inside the window) are charged per message from 1 October 2026, at the service rate.
• Templates are charged by category: marketing, utility or authentication.
• Conversations that start from a Click-to-WhatsApp ad or a Facebook Page button are free for 72 hours.

Current rates: slovio.ai/pricing.

#Automations and the window

Automatic actions that run after the window has closed (for example, a follow-up the next day) must use an approved template. Plan them with that in mind.

#Common questions

#How long can I reply freely to a customer?

For 24 hours after the customer's last message. Each new message from them starts a fresh 24 hours.

#What do I send after the window closes?

An approved template. In the Inbox, select Send Template and pick one.

#Does RCS have a 24-hour window?

No. On RCS you can reply to a customer at any time.

#Are replies inside the window free?

From 1 October 2026, service messages are charged per message at the service rate. See slovio.ai/pricing.