2 min readUpdated Oct 5, 2026whatsapp, platform, basics
WhatsApp Business Platform Overview
Understand the WhatsApp Business Platform behind LeadPattern — the WhatsApp Business Account, approved templates, the 24-hour window, messaging limits and quality rating.
LeadPattern sends and receives messages over the WhatsApp Business Platform — the official business messaging system run by Meta. Understanding a few of its rules makes everything else in LeadPattern easier: why some messages need a template, why there's a 24-hour window, and how your sending limits grow over time.
The building blocks
WhatsApp Business AccountThe WABA that owns your number and connects it to LeadPattern.Message templatesPre-approved messages for reaching out first or after 24 hours.The 24-hour windowWhen you can send free-form replies versus a template.Messaging limitsHow many people you can message a day, and how that grows.Quality ratingThe green / yellow / red score that protects your number.
How a conversation works
1
A customer messages you, or you reach out first
If the customer messages first, you can reply freely for 24 hours. To start a conversation yourself, you send an approved template.
2
You chat inside the window
While the 24-hour window is open, you can send normal text, media and interactive messages from the inbox.
3
The window closes
When 24 hours pass with no new customer message, you re-open the conversation with a template.
Where to go next
- New to WhatsApp accounts? Start with the WhatsApp Business Account
- Ready to connect a number? See Connect WhatsApp
- Want to write messages customers get first? Read about templates
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