WABA — 24-Hour Customer Service Window Rules

The Rule

• 24-hour window opens when customer sends any message
• Within 24h: send any free-form or template message
• After 24h: only approved template messages can be sent
• Window resets every time customer sends a new message

Scenarios

CS Script

"WABA accounts can only send free-form messages within 24 hours of a customer's last message — this is a Meta policy we cannot override. To re-engage, send an approved template first."

Escalation Trigger

Customer can't send template to opted-in customer → collect phone + error message → escalate