Help Center

What Is the 24-Hour Window Error?

This error message appears when you attempt to send a WhatsApp message to a contact more than 24 hours after their last message to you. WhatsApp enforces this rule to prevent users from receiving unsolicited messages outside of an active conversation.

Why This Error Occurs

The error occurs because:

The contact has not sent a message in the last 24 hours
You are trying to send a standard message instead of an approved template message

WhatsApp's policy allows free-form messaging only within a 24-hour window after a contact initiates or replies to a conversation. After this period, you must use pre-approved templates to message them.

How to Resolve the Error

Send a Template Message

Once the 24-hour window has closed, you must use a WhatsApp-approved template message to contact the customer. These templates are pre-approved by WhatsApp for specific use cases such as:

Appointment reminders
Order confirmations
Follow-up messages
Shipping updates

When the customer replies to your template message, the 24-hour window reopens, allowing you to send regular messages again.

Prompt Customers to Reply

If appropriate, you can contact customers through other channels (such as email or SMS) and ask them to reply to your last WhatsApp message. This action will restart the 24-hour messaging window.

Best Practices

Respond to customer messages promptly within the 24-hour window
Use automation or workflows to ensure timely responses
Prepare approved template messages for common re-engagement scenarios

Important Notes

This restriction is a WhatsApp policy, not a limitation of your CRM. You cannot bypass the 24-hour rule—sending standard messages outside the window will always fail. Template messages are the only approved method for initiating conversations after the window has closed.