24h Window - WhatsApp API

The WhatsApp Business API is an essential tool for companies that want to communicate with their customers in an automated, efficient manner and within the guidelines established by Meta. One of the main concepts within this ecosystem is the 24-hour window, which directly impacts how and when you can interact with your leads.

What Is the WhatsApp API 24-Hour Window?

The 24-hour window is a period during which a company can respond for free to a lead or customer who has sent a message. This period begins counting from the lead's last message sent.

If the 24-hour window expires, you cannot send free messages directly to the lead. To reopen the conversation, it is necessary to send a message template approved by WhatsApp.

How to Send Messages Within the 24-Hour Window?

There are three main ways to engage a customer within the allowed period:

1. The customer starts the conversation: If a lead contacts you via WhatsApp, you can reply within the 24-hour window at no additional cost.

2. The customer interacts with an ad: If the lead clicks a WhatsApp ad and starts the conversation, you can also reply freely within that period.

3. Sending messages during the active window: Any reply within the timeframe does not generate additional charges.

What Happens When the 24-Hour Window Expires?

If a customer does not send messages within 24 hours from the last interaction, the conversation is locked for normal messages. From that point, you can only contact the lead using message templates approved by WhatsApp.

How to Reopen the 24-Hour Window

To resume contact after the window has closed, you can send a message template. This template can be an alert, notification or a reminder related to the service. However, it is important to highlight that this sending has a cost, usually charged in cents of a dollar.

The template needs to be previously approved by Meta and may include relevant information to reengage the customer, such as:

• Exclusive promotions

• Payment reminders

• Support notifications

• Appointment confirmations

As soon as the customer responds to the template, the 24-hour window is reopened, allowing you to continue the conversation normally.

Difference Between Message Templates and Free Conversations

• Free conversations: Whenever a customer initiates contact or interacts with an ad, you can reply at no cost within the 24-hour window.

• Paid message templates: If you need to resume a conversation after 24 hours, it is necessary to send a template, which has an additional cost.

Practical Example and Image Context

The images shown depict real interaction scenarios in a service platform that uses the WhatsApp API. Here are some situations portrayed:

24-Hour Window Expiration Warning:

• The service card shows alerts that the 24-hour window is about to expire, indicating that the agent should respond quickly or finalize the service.

• If time runs out, the platform displays a warning informing that contact with the customer can only be resumed via sending a message template.

Sending Message Templates:

• The image below shows the moment when the agent can choose a message template to reopen the 24-hour window and resume the conversation with the lead.

• These templates are pre-approved and categorized, ensuring that communication complies with WhatsApp guidelines.

Ending the Service:

• If the service has already passed 24 hours, there are notifications that instruct the agent to close inactive conversations whose response deadline has been exceeded.

• This ensures the team can focus on new contacts and active interactions.

Best Practices to Optimize Interactions on the WhatsApp API

1. Respond quickly: The faster the interaction, the greater the chance of conversion without additional costs.

2. Use templates strategically: Send relevant messages to reengage leads without seeming intrusive.

3. Automate responses: Use chatbots to ensure immediate service within the 24-hour window.

4. Make use of interactive ads: Invest in WhatsApp ads to start conversations without the cost of sending templates.

Conclusion

Understanding how the WhatsApp API 24-hour window works is essential to maximize your sales and optimize communication costs. Use replies within the window whenever possible and, when necessary, make intelligent use of templates to maintain effective contact with your leads.

Take advantage of this tool to boost your service and ensure a more efficient sales flow!