---
title: "24-Hour Messaging Window"
description: "If you're seeing an error that you can't send a message to a contact, or your automation stopped sending messages, it's most likely because the 24-hour…"
canonical_url: https://chatfuel.com/docs/whatsapp/24-hour-messaging-window
markdown_url: https://chatfuel.com/docs/whatsapp/24-hour-messaging-window.md
last_updated: 2026-08-17
lang: en
site: https://chatfuel.com/docs
llms_txt: https://chatfuel.com/llms.txt
---

# 24-Hour Messaging Window

If you're seeing an error that you can't send a message to a contact, or your automation stopped sending messages, it's most likely because the 24-hour…

## Why can't I send messages to a contact? [#why-cant-i-send-messages-to-a-contact]

If you're seeing an error that you can't send a message to a contact, or your automation stopped sending messages, it's most likely because the 24-hour messaging window has closed. To reach contacts after the window closes, you need to [send a message using a WhatsApp template](https://chatfuel.com/docs/whatsapp/how-to-send-messages-outside-24-hour-window). If the messaging window isn't the issue, see [Problems with sending messages on WhatsApp](https://chatfuel.com/docs/whatsapp/problems-with-sending-messages-on-whatsapp) for a full troubleshooting checklist. This is a Meta policy that restricts businesses from messaging users more than 24 hours after their last interaction.

## What is the 24-hour messaging window? [#what-is-the-24-hour-messaging-window]

The 24-hour messaging window is a policy by Meta to prevent businesses from spamming users. It states that a business cannot send messages to a user more than 24 hours after their last interaction. Simply put, if a user hasn't messaged your automation in the last 24 hours, you can't message them.

Learn more about the 24-hour messaging window in [how messages work at WhatsApp Business](https://developers.facebook.com/docs/whatsapp/conversation-types/).

## What the window costs from 1 October [#what-the-window-costs-from-1-october]

The window itself doesn't change — what changes is the price of the messages inside it. From **1 October 2026**, Meta charges for replies sent inside the 24-hour window, which were free until then. [What Meta charges](https://chatfuel.com/docs/whatsapp/how-much-does-meta-charge-for-whatsapp-messages) covers the rates and what else is affected.

Two things worth knowing:

* **Shorter conversations now cost less.** Every reply inside the window is billed, so a flow that reaches an answer in four messages costs less than one that takes twelve.
* **Ads that click to WhatsApp still open a free 72-hour window.** Conversations that start from [a click-to-WhatsApp ad](https://chatfuel.com/docs/whatsapp/create-ads-that-click-to-whatsapp) are free for their first 72 hours, which is longer and cheaper than any other entry point.

The charges come out of your [wallet](https://chatfuel.com/docs/billing/how-your-wallet-and-credits-work), so there's nothing to set up with Meta on your side.

## How the 24-hour window affects conversations [#how-the-24-hour-window-affects-conversations]

When a contact interacts with your automation, a 24-hour window opens, allowing you to freely message them. If the contact sends another message within this window, the 24-hour period resets, and the interaction continues as a single conversation.

If the contact does not send another message within the 24-hour window and later re-engages with your automation after the window has closed, a new 24-hour window opens, and this interaction counts as a new conversation.

## Example of the 24-hour window [#example-of-the-24-hour-window]

* **Day 1**: User sends a message to your automation, opening the 24-hour window.
* **Day 2**: You can send messages within this window. If the contact responds again, the window resets.
* **Day 3**: If the contact doesn't respond within 24 hours, the window closes. If the contact re-engages with your automation on Day 3, a new 24-hour window opens, counting as a new conversation.

This way, a single contact can have multiple conversations with your automation throughout the month if they keep messaging your business outside the 24-hour window.