WhatsApp opens a 24-hour customer-service window every time a customer messages you. Inside that window you can send free-form text; once it closes, WhatsApp requires an approved message template to restart the conversation, and a marketing template can only go to a contact who has opted in to marketing messages.
Stravax Engage shows a timer on each conversation in the inbox, so you can see at a glance how much of the 24-hour window remains before you would need a template to reach that customer again.
Any free-form text message. The window resets to a fresh 24 hours every time the customer sends you a new message, so an active back-and-forth conversation effectively never closes.
Free-form text is no longer allowed. To restart the conversation you need to send an approved WhatsApp template message, and once the customer replies to that template, the window reopens.
| Message type | When you can send it | What it requires |
|---|---|---|
| Session (free-form text) | Only while the 24-hour window is open | Nothing beyond an open window |
| Template | Any time, including after the window closes | Meta's prior approval of the template |
| Marketing template | Any time | Template approval, and the recipient's marketing opt-in |
A marketing template sent to someone who has not opted in to marketing messages will not go out. This protects your number's quality standing as much as it protects the customer.
Yes. Every message you send, whether it is free-form text or a template, is recorded against your plan's usage for the month. Current plan allowances and any pay-as-you-go rates are on the pricing page.
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