When you see this message:

“24-hour window closed. You can only reach this customer with an approved template.”

it means the WhatsApp conversation has passed WhatsApp’s allowed reply window.

WhatsApp Business Platform uses a rule called the 24-hour customer service window. After a customer sends your business a message, you have 24 hours to reply with regular messages, such as typed replies, images, order information, or support updates.

If more than 24 hours have passed since the customer’s last message, the window closes. After that, you can no longer send a regular free-form message. To contact the customer again, you must send an approved WhatsApp message template.

Why Does WhatsApp Require This?

This is a WhatsApp/Meta policy, not a WaSend error.

The rule helps reduce spam and protect the customer experience. Businesses can reply freely while the customer is actively engaging with them. If a business wants to reach out again after the 24-hour window has closed, the message must use a pre-approved template.

What Can I Do When the Window Is Closed?

When a conversation shows Window closed, click Send template and choose an approved template.

Templates are commonly used for:

• Following up on an unresolved conversation.
• Sending order or shipping updates.
• Asking whether the customer wants to continue the chat.
• Sending promotional messages, if the customer has opted in.
• Sending authentication codes or account notifications.

Once the customer replies to your template, the 24-hour window opens again. You can then continue the conversation with regular messages for the next 24 hours.

Example

A customer messages you at 10:00 AM on Monday.

You can reply freely until 10:00 AM on Tuesday.