Service Window (24-hour)
A 24-hour period after a customer's last inbound message during which the business can reply free of charge with any non-template content.
Last updated: 2026-05-03
Definition
The Service Window is a rolling 24-hour period that opens whenever a customer sends a message to a business on WhatsApp. Inside this window, the business can reply with any free-form message — text, image, document, video, location, sticker — at no per-conversation charge, and without needing a pre-approved template. The window resets each time the customer sends a new inbound message. After 24 hours of customer silence, the window closes; any further business-initiated message must use an approved template and incurs the corresponding conversation cost (Marketing / Utility / Authentication).
How it applies in India
Indian merchants optimise WhatsApp economics by handling support and order queries entirely inside the Service Window — no template costs at all. WatEase's inbox surfaces the remaining time on each conversation's window so agents can prioritise replies before the free window closes. Time-sensitive transactional messages still need to be templates, since they often need to be sent before the customer messages.
Frequently asked questions
Does the Service Window apply to outbound marketing?
No. Marketing must always be a Marketing-category template. The free Service Window only covers replies and free-form Service messages, which are response-style by definition.
Can I send images and documents inside the Service Window for free?
Yes. All media types are free inside the Service Window. The 24-hour clock starts at the customer's last message, regardless of whether the business replied with text, image, or document.
Related terms
- Conversation-Based PricingMeta's pricing model for the WhatsApp Business API: businesses are charged per 24-hour conversation, with rates that depend on category and country.
- Conversation CategoryOne of four labels Meta assigns to a WhatsApp conversation — Marketing, Utility, Authentication, or Service — that determines its price and rules.
- WhatsApp Template MessageA pre-approved message format that a business can send to a customer outside the 24-hour service window — required for any business-initiated conversation.
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