The 24-hour service window is the 24-hour period that starts the moment a customer sends you a message. Inside that window you can reply freely — regular messages, buttons, list messages — without an approved template, and Meta charges nothing for it. Every new message from the customer resets the window to 24 hours. Once the window has closed, you can only send an approved template, and a paid category applies.
How the window opens and closes
- The customer sends a message → the window opens for 24 hours
- Every new customer message resets the clock to 24 hours
- Your own messages don't extend the window
- After 24 hours of silence, the window closes automatically
What you can do inside and outside the window
| Within 24 hours | Outside 24 hours | |
|---|---|---|
| Free text | Yes | No |
| Buttons and list messages | Yes | Only as part of a template |
| Approved template required | No | Yes |
| Meta's costs | Free (service category) | Per message, depending on the category |
Why this drives your costs
If you set your automation up around incoming questions, you pay Meta very little in practice: those conversations fall inside the free service window. If you mostly start conversations yourself, you pay per message. That difference is bigger than the difference between platforms. See what the API costs.
Practical tips
- Add a click-to-WhatsApp link or a QR code, so the customer starts the conversation
- Reply quickly: inside the window everything is free and straightforward
- Don't send a “just checking in” message at hour 23 to extend the window — it doesn't work, and it irritates
- If you have something to report later, use a utility template
Frequently asked questions
Does my own message extend the window?
No. Only a new message from the customer restarts the 24 hours.
What if I fall just outside the window?
Then you send an approved template. As soon as the customer replies to it, the window opens again and you can talk freely.
Does the window apply per customer or per number?
Per customer, so per person in the conversation. Every customer has their own window.
Are service conversations really free?
Inside the window, Meta charges nothing for service conversations. You do pay your platform subscription — €50 per month with us.