The 24-Hour Conversation Window

The 24-hour conversation window (also called the customer service window) is the single most important rule in day-to-day messaging. It decides whether you can type a normal reply or whether WhatsApp requires an approved template.

How it works#

Every time a customer sends you a message, a fresh 24-hour window opens. While it's open, you can send any free-form message — text, media, interactive messages — just by typing. Each new customer message resets the clock.

Inside versus outside the window#

In the LeadPattern inbox#

When you open a conversation, the composer reflects the window. If the window has closed, LeadPattern prompts you to send a template instead of a free-form message, so you won't accidentally send something WhatsApp will reject. For the inbox layout, see Understanding the inbox.

Common window errors#

If you see a re-engagement or window-related failure on a message, it almost always means the window had closed. Look up the exact code in Troubleshooting.

What's next#