(For LandinChat – WhatsApp Cloud API)
WhatsApp Business API supports three distinct types of messages.
Understanding these is critical because who starts the conversation and when directly affects costs, permissions, and message flow.
1️⃣ Incoming Messages #
Incoming messages are any messages sent by the customer to your business.
Key points:
- Every incoming message opens a 24-hour customer service window
- This window allows you to reply freely (no templates required)
- The window resets every time the customer sends a new message
This is the safest and cheapest interaction type.
Example #
A customer messages:
“Hi, I need help with my order.”
➡️ A 24-hour service window starts immediately.
2️⃣ Outgoing Messages (Within Service Window) #
Outgoing messages are messages you send inside the active 24-hour customer service window.
Key points:
- No template approval required
- Free-form text, media, buttons allowed
- Window resets whenever the customer replies again
As long as you stay inside the window, you can message freely.
Example #
Customer messages you → you reply with:
“Sure, please share your order ID.”
➡️ This is an outgoing message within the service window.
3️⃣ Template Messages (Outside Service Window) #
Template messages are required when:
- You want to message a customer outside the 24-hour window, or
- You want to initiate a conversation with a customer
Key points:
- Must be pre-approved by Meta
- Used for marketing, utility, or authentication messages
- Sending a template opens a new 24-hour conversation window
Templates are mandatory. There is no workaround.
Example #
You want to send:
“Your order has been shipped.”
…but the customer last messaged you 2 days ago
➡️ You must use a Utility template
Critical Rule to Remember #
No customer message in last 24 hours = template required
If you try to send a free-form message outside the window, it will fail.
Key Takeaway #
- Incoming message → opens 24-hour window
- Outgoing message → allowed inside window
- Template message → required outside window or to start conversations
LandinChat follows Meta’s rules exactly.
Message flow is controlled by WhatsApp, not the platform.
Frequently Asked Questions (FAQs) #
1. Does every customer message reset the 24-hour window? #
Yes.
Each new incoming message resets the window.
2. Can I send media or buttons inside the 24-hour window? #
Yes.
Free-form messages inside the window allow full flexibility.
3. Can I send a normal message after 24 hours? #
No.
You must use a pre-approved template.
4. Are template messages always paid? #
Yes.
Templates open a new conversation and are charged based on category.
5. Can I reply to a customer after 24 hours without a template? #
No.
WhatsApp blocks free-form replies outside the window.
6. What happens if I try to bypass templates? #
Message delivery fails.
There is no exception.
7. Do replies inside the window count toward messaging limits? #
No.
Replies inside an open service window don’t count toward tier limits.
8. Is the 24-hour window the same for all users? #
Yes.
The rule applies globally to all WhatsApp Business API accounts.
9. Does LandinChat control message types? #
No.
Message rules are enforced by Meta.
10. What’s the safest messaging strategy? #
- Encourage customers to message you first
- Reply promptly
- Use templates only when required
That minimizes cost and risk.