How to Send Messages Outside the 24-Hour Window

Overview

WhatsApp only allows free-form messages while the 24-hour messaging window is open. Once it closes — meaning your contact hasn't written to you in more than 24 hours — you can no longer send regular messages to them. The only way to reach out is with a pre-approved WhatsApp template.

Templates are structured message formats reviewed and approved by Meta. Because they're vetted upfront, WhatsApp allows businesses to send them at any time, regardless of the messaging window.

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Step 1: Create and get a template approved

Before you can send anything outside the 24-hour window, you need at least one approved template.

1. Go to WhatsApp Manager → … → Manage message templates.
2. Click Create Template and choose a category:
   • Marketing — promotions, offers, announcements
   • Utility — order updates, appointment reminders, account alerts
   • Authentication — one-time passcodes
3. Write your message. The Body is required; Header, Footer, and Buttons are optional.
4. Click Submit. Meta reviews templates within 24 hours.

For a full walkthrough including variables, buttons, and troubleshooting missing templates, see How to Create WhatsApp Templates.

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Step 2: Send the template using Re-engage

Once your template is approved, use the Re-engage feature in Chatfuel to send it to contacts whose messaging window has closed.

1. Open the Broadcasts tab in the main menu.
2. Click Create re-engage.
3. Select your approved WhatsApp template.
4. Add a payment method — Meta charges per template message sent.
5. Choose your audience — target specific segments or your full contact list.
6. Set when to send — immediately or at a scheduled time.

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Good to Know

• Templates cost money — Meta bills every template message, and from 1 October it also bills replies sent inside the 24-hour window. Both come out of your wallet, so keep a card on file with auto-top-up on.
• Approval can take up to 24 hours — plan ahead if you need a template for a scheduled campaign.
• Contact hasn't gone cold, just quiet? — if a contact is still within the 24-hour window but just stopped responding, use follow-ups instead of a re-engage message.
• Template rejected? — check that the content matches the category you selected and doesn't violate WhatsApp's messaging policies.