In short: When a customer writes to you, a 24-hour window opens. Inside the window you can send any message. After it closes, you can send only a message template approved by Meta.
How it works
- The customer sends a message: the window opens for 24 hours.
- Every new message from the customer: the 24 hours start again.
- 24 hours pass with no message from the customer: the window closes. Your own messages do not keep it open.
| Situation | What you can send |
|---|---|
| The customer wrote in the last 24 hours | Any message: text, image, file, voice note, buttons |
| The customer wrote more than 24 hours ago | Only a message template |
| The customer never wrote to you | Only a message template, and only if they opted in |
What it means in Mumble
- Inbox: when the window is closed, free text is blocked. Pick an approved template instead.
- Chatbot and Dolores AI: they reply only inside the window, because they answer a customer who just wrote.
- Campaigns: always sent as message templates.
What it costs
The window decides what you can send, not whether it is free. Meta charges for every delivered message:
- Free-form reply inside the window: the first 1,000 each month are free, per phone number. After that, they are charged.
- Message template: always charged, by its category, even inside the window.
Full details: Paying Meta and WhatsApp Messaging Costs.
Common questions
I can’t type a message to a customer
The window is closed. Send a message template. As soon as the customer replies, you can write freely again.
The chatbot stopped in the middle
The customer did not reply for 24 hours and the window closed. To reach them again, send a message template.
I want to follow up a week after a conversation
Create a template for the follow-up, wait for Meta’s approval, and send it from the Inbox or in a campaign.