What happens if I reply after 24 hours without using a template?

TBit won't let you send the free message. You'll see the closed window notice with the "Send Template" button. This is a Meta restriction, not a TBit one: the WhatsApp and Instagram API simply rejects free messages outside the window.

How much does it cost to send a template?

The cost is set by Meta and depends on the template category (Utility, Marketing or Authentication) and the customer's country. It's usually higher than a message inside an open window. TBit shows you the cost notice in the send dialog so you keep it in mind.

How do I know if a template is approved?

In TBit's template selector, only templates that Meta has already approved for your account appear. If you don't see it, it's because it's under review, was rejected, or you haven't created it yet. You can manage your templates from the channel settings section.

Does the 24-hour window reset every time the customer writes?

Yes. Every new customer message reopens the window and gives you another 24 hours from that moment. That's why, while the conversation is active, you normally don't need templates.

Does the window work the same on WhatsApp as on Instagram?

The time is the same (24 hours), but the way to reopen is different. On WhatsApp you can use approved templates. On Instagram there are no equivalent templates, so when the window closes you have to wait for the customer to write again. TBit shows you different notices depending on the channel.

Can I set up template sending so I don't lose customers?

Yes. With TBit campaigns and pipelines you can schedule follow-up templates that trigger based on customer behavior (pending purchases, upcoming appointments, inactivity). Just remember that every automatic template has a cost and that Meta must approve it before you can send it.

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24-Hour Window on WhatsApp and Instagram: How TBit Helps You Reconnect | TBit

Your customer messaged you and 24 hours went by. Learn what the response window is, when it closes, and how TBit lets you reopen the conversation with approved templates.

Published on April 30, 2026Updated on October 10, 20265 min read

If you handle your customer service through WhatsApp or Instagram, at some point you'll run into this: the customer wrote to you yesterday, today you want to reply, and the platform won't let you send the message freely. It's not a TBit error or your number's fault. It's the 24-hour window, a Meta rule that applies to all businesses. Here we explain how it works and how TBit makes it easy for you to reconnect without having to think about it.

What is the 24-hour window?

The 24-hour window (also called the customer service window) is the time you have to reply freely to a customer after they write to you. During those 24 hours you can send whatever you want: text, voice notes, images, videos, documents, locations. Any format.

When 24 hours pass without the customer writing again, the conversation is considered closed. From that moment on you can no longer send free messages. If you want to get back in touch, you have to use a template previously approved by Meta. When the customer replies to that template, the window opens again and you have another 24 hours to chat normally.

Why it exists

Meta created the 24-hour window to protect WhatsApp and Instagram users from spam and cold promotional messages. The idea is simple: if a customer wrote to you, there's real interest and it makes sense for you to reply; if days have passed and they haven't written again, they don't want you sending them messages without a filter.

This rule applies to both the WhatsApp Cloud API and the Instagram Messaging API, which are the two official platforms TBit uses to connect your business. It's not a TBit decision: it's the policy Meta requires of all businesses that send messages through its APIs.

When it closes and how TBit detects it

You don't have to keep watching the clock. TBit keeps track for you.

Every conversation has a status indicator that shows whether the window is open or closed.
When the window is still open, the message field works normally: you type, send voice notes, attach files.
When the window closes, that same field is replaced by a notice telling you the conversation is outside the 24 hours and offering you the "Send Template" button to reopen it.

In other words: if the typing field is available, you can reply with whatever you want. If you see the closed window notice, you already know it's time to use a template. No counting minutes.

How TBit helps you reconnect

When the window is already closed, reopening the conversation takes three steps inside TBit.

Step 1: Open the template selector

In the closed conversation, click Send Template. A dialog opens with two things: the channel it will be sent from (if your business has several WhatsApp numbers or Instagram accounts, you can choose which one to use) and the list of approved templates available for that channel.

Step 2: Choose an approved template

TBit shows you only templates that Meta already approved for your account. Each template appears with its name, a preview of the text and its approval status clearly visible. Some typical examples a business might have:

meeting_reminder — to confirm a scheduled appointment or meeting.
reopen_conversation — to reconnect with a customer who left a purchase or inquiry pending.
first_contact — to start conversations when the customer came from an ad or a form.

You decide which templates to create and send for approval inside TBit; what you see in this selector is what already passed Meta's review.

Step 3: Personalize the message and send it

If the template has variables (for example {{name}}, {{date}}, {{product}}), TBit shows you a form to fill in each one. As you type, the preview panel builds the final message just as the customer will receive it. When you're ready, you click send.

Two important things TBit reminds you of in that same dialog:

Template messages cost more than messages inside the open window. Meta charges for each template sent according to its category (Marketing, Utility or Authentication). Keep that in mind when you build campaigns.
The delivery status (sent, delivered, read, failed) reaches TBit through Meta callbacks and is reflected in the conversation. If a template fails, you'll see it.

When the customer replies to the template, the 24-hour window reopens automatically and you can send free-form messages again.

Best practices so you don't lose the window

The best template is the one you never had to send. Some habits that help:

Reply before 23 hours. Set reminders or automatic assignments to a human agent when a conversation has gone more than 12 hours without a reply. It's cheaper and feels more natural to the customer.
Use pipelines and funnels to keep the pace. If a customer is in the middle of a purchase or a scheduling process, TBit's automatic flows can send them a follow-up inside the window before it closes.
Set up automatic replies for inactive customers. A friendly reply asking if they need anything else, sent at hour 20, usually reopens the conversation organically.
If you sell, have your follow-up templates ready. Create and send follow-up templates for approval before you need them. Meta approval can take minutes or hours; you don't want to find out on promotion day that your template isn't approved yet.
Assign a human when the conversation calls for it. If the AI agent detects that the customer wants to talk to a person, don't wait for hours to pass: hand the conversation over to a human before the window closes.

Differences between WhatsApp and Instagram

Both platforms have a 24-hour window, but the way to reopen the conversation is different:

WhatsApp. After 24 hours, you can reopen the conversation with approved templates in any of Meta's three categories: Utility (reminders, confirmations, updates), Marketing (promotions, news) or Authentication (verification codes). It's the most flexible option.
Instagram. The Instagram Messaging API is stricter. There are no approved templates equivalent to WhatsApp's. When the 24-hour window closes on Instagram, in most cases the only way to get back in touch is to wait for the customer to message you again. TBit detects this difference and, in a closed Instagram conversation, the message field notice explains it to you with different text than WhatsApp's.

So when you're handling Instagram, it's worth being even more careful with response times: if you lose the window, you can't reopen it yourself.

In summary

The 24-hour window is a Meta rule, not a TBit limitation. What TBit does is make your life easier: it tells you when it closes, shows you the clear path to reopen with an approved template, and lets you keep talking with your customers without having to study the official WhatsApp Cloud API documentation. Set up your templates well, respond on time and the window stops being a problem.