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To be able to communicate with customers using WhatsApp messages, you should understand how the WhatsApp Business Platform works. 

About WhatsApp Conversation Types

Currently, WhatsApp Business Platform supports sending two types of messages:


According to the WhatsApp Business Policy, if a person initiates a chat with you, you may continue that conversation for up to 24 hours after the last message sent to you by that person. Outside of the 24-hour window, you may only send messages via approved Message Templates.

How It



Businesses and users can exchange any number of messages within a 24-hour conversation session.


If you fail to reply within the 24 hours, you can’t reply to the customer until they send another message, reopening the 24-hour window. The 24-hour period restarts every time the customer sends a message.

If you reply after 24 hours through Chat Dashboard or Jira ticket, your comment will be added to the ticket, but the customer will not receive the reply on WhatsApp.