Mastering WhatsApp Template Messaging: The 24-Hour Rule & Beyond

Introduction to Template Messaging

In the world of WhatsApp Business API, Template Messages are the key to proactive communication. Unlike personal WhatsApp where you can message anyone at any time, WhatsApp Business has strict rules to prevent spam and ensure a high-quality user experience. This guide explains why templates exist, how the “24-Hour Customer Service Window” works, and how to manage templates within our system.

The 24-Hour Customer Service Window

The “24-Hour Rule” is the most critical concept to understand.

• When does it start? The moment a customer sends you a message (e.g., “Hi”, “I need help”).
• What can you do during this window? You can send Free-Form Messages (text, images, audio) freely. This is a conversational session where you can support the customer without restrictions.
• When does it end? Exactly 24 hours after the customer’s last message.

The “Gate” Closes: Once the 24-hour window expires, you CANNOT send free-form messages anymore. If you try to send “Hello” or “How are you?” it will FAIL immediately.

Why Do Messages Fail?

Common reasons for message delivery failures include:

1. Outside the 24-Hour Window: You are trying to send a non-template message (free-form text) after the session has expired. You MUST use a Template Message to re-open the conversation.
2. Template Not Approved: You are trying to send a template that is still “Pending” or has been “Rejected” by Meta.
3. User Blocked: The customer has blocked your business number.
4. Quality Issues: Your template or phone number quality score has dropped too low due to user reports/spam.

The Solution: Template Messages

To contact a customer outside the 24-hour window (e.g., sending a shipping update, an OTP, or a marketing offer), you must use a Template Message.

These are pre-approved message formats that fall into three categories:

• Authentication: One-time passwords (OTP), account recovery codes.
• Utility: Order confirmations, shipping updates, account alerts.
• Marketing: Promotions, offers, product launches.

Managing Templates in Our System

Navigate to the Templates page (/coext/templates) to manage your WhatsApp templates.

1. Viewing Your Templates

The dashboard displays all your synced templates with their current status:

• APPROVED: Ready to send immediately.
• PENDING: Currently under review by Meta (usually takes few minutes to 24h).
• REJECTED: Meta denied the template (check Meta’s policy compliance).

You can filter this list by Status, Category, or specific Account using the filters at the top.

2. Creating New Templates

Since Meta requires strict adherence to their formatting policies, template creation is best done directly in the Meta Business Manager. We provide a direct link for this:

Click the “Create at Meta” button (or + icon) to open the WhatsApp Manager in a new tab. Create your template there, submit it for approval, and it will automatically sync to our system once approved.

3. Using a Template

Once a template is APPROVED, you can use it to start a conversation:

• Find the template in the list.
• Click the “Use” button (if available).
• This will redirect you to the “Bulk Messaging” or “Single Message” creation page with the template pre-selected.
• Fill in any variables (e.g., {{1}} might be the customer’s name) and send!

4. Deleting Templates

To remove a template, click the Delete button on the template card. Warning: This deletes the template from our local records. You may also need to delete it on Meta’s side if you want it permanently removed from your WhatsApp account.