WhatsApp message templates: reach customers after 24 hours
A WhatsApp template is a message Meta approves in advance, so you can write first or after the 24-hour window closes. Send it to a segment, from live chat, or through the API, and AI Agent answers the reply.
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After 24 hours, your chat goes quiet
WhatsApp lets a business send free-form messages only within 24 hours of the customer’s last message. After that, only an approved template can reach them.
- The 24‑hour window closesA customer goes quiet for a day, and a regular message no longer goes through.
- Updates don’t reach peopleOrder news, reminders, and offers need a template once the window is closed.
- One chat at a timeWriting to each customer by hand takes hours and still misses people.
- Templates get rejectedMeta rejects templates whose content doesn’t match the chosen category.
What is a WhatsApp message template?
A WhatsApp message template is a message format that Meta reviews and approves before you send it. Templates let a business start a conversation or write to a customer after the 24-hour window has closed. There are three categories: Marketing, Utility, and Authentication.
In Chatfuel, you send approved templates as a broadcast to a segment, now or on a schedule, to one customer from live chat, or from your own system through the Public API. When the customer replies, a new 24-hour window opens and AI Agent continues the conversation.
How WhatsApp templates work in Chatfuel
- Create a templateIn WhatsApp Manager, pick a category, a name, and a language, then write the body.
- Get Meta’s approvalMeta reviews new templates, usually within 24 hours.
- Choose who gets itA segment, your full contact list, or one customer in live chat.
- Send and let AI replySend now or schedule it. When the customer replies, AI Agent answers.
Everything you need for WhatsApp templates
What businesses send with WhatsApp templates
- Order updatesConfirmations and shipping news with Utility templates.
- Appointment remindersRemind clients about a visit with a Utility template.
- Offers and launchesPromote sales and new products with Marketing templates.
- One‑time passcodesSend login and verification codes with Authentication templates.
- Win back quiet leadsRestart the chat with people who went silent after the window closed.
Free-form messages vs WhatsApp templates
Inside the 24-hour window you can write anything. To start a conversation or write after the window closes, WhatsApp requires an approved template.
| Factor | Free-form message | Template message |
|---|---|---|
| When you can send | Within 24 hours of the customer’s last message | Anytime, including after the window closes |
| Who writes first | Only a reply to the customer | You can start the conversation |
| Personalization | Typed by hand in each chat | Variables fill in each customer’s name and details |
| Format | Any text you type | Header with text or media, variables, footer, and buttons |
| Reach | One chat at a time | A segment or all contacts, now or on a schedule |
| From your system | Public API, inside the window only | whatsAppTemplateSend in the Public API, anytime |
Learn more about WhatsApp templates
- WhatsApp broadcasts
Send a template to a segment, now or on a schedule, and let AI Agent answer.
Read more - Order updates
Keep buyers posted with Utility templates, and let AI answer “where is my order?”.
Read more - Appointment reminders
Confirm, remind, and reschedule visits on WhatsApp.
Read more - Create WhatsApp templates
Step by step: category, header, body, footer, and buttons.
Read more
WhatsApp templates FAQ
A WhatsApp message template is a message format that Meta approves before you send it. Businesses use templates to start conversations and to message customers after the 24-hour window has closed. Only the body is required; a template can also have a header, a footer, and buttons.
There are three. Marketing is for offers and product announcements. Utility is for updates such as order news, appointment reminders, and account alerts. Authentication is for one-time passcodes. Pick the category that matches the content, or Meta may reject the template.
Meta reviews new templates, usually within 24 hours. You create them in WhatsApp Manager and can turn on status notifications in your Meta Business settings. If a template is rejected, check that its content matches the category and follows WhatsApp’s messaging policies.
WhatsApp allows free-form messages only within 24 hours of the customer’s last message. After that, send an approved template. When the customer replies, a new 24-hour window opens and AI Agent can continue the conversation.
There are three ways. Send a broadcast to a segment or all your contacts, right away or on a schedule. Send a template to one customer from live chat with Choose template. Or send it from your own system with whatsAppTemplateSend in the Chatfuel Public API.
Only the body is required. The header can hold text or media (an image, a video, or a document) with one variable, the body can have several variables, and the footer is plain text. Marketing templates can add Call phone number and Visit website buttons and up to 3 quick replies.
Yes, from Marketing messages. Only Marketing templates can include an opt-out button; Utility and Authentication templates don’t support it.
Meta charges for each template message you send. The price depends on the template category and the country where the customer’s phone number is registered. These fees are set by Meta, not by Chatfuel.
Reach customers after 24 hours
Send approved WhatsApp templates, and let AI Agent answer the replies.