Chat Expiration Rules

WhatsApp chats and the 24-hour window

By default, WhatsApp only lets you reply with regular text within 24 hours of the customer's last message. After that, you'll need to use a template message to reply. You can create templates ahead of time on the Broadcast page. See how

For example: if a customer last messaged at 10:00, you can reply freely until 10:00 the next day.

Click to WhatsApp Ads (CTWA)

If the conversation came from a Click to WhatsApp Ad (CTWA), the conversation window still stays open for 24 hours. However, you can send template messages free of charge for up to 72 hours after the customer clicks the ad.