PEVENDE team ·
Templates and the 24-Hour Window: When Your Business Can Reply
WhatsApp policy distinguishes replies inside the service window from messages requiring an approved template. A team-written template is not approved until the provider confirms that status.
Calculate from the latest user message
The 24-hour window refreshes with each user message. Do not calculate it from first contact or the latest business message. Record events and use consistent timestamps to avoid incorrect manual decisions.
Outside the window
Initiating messages outside the window requires approved templates under current policy. Review purpose, content and consent before choosing one. Text approval does not replace recipient permission.
Example check
Hypothetical example: a user writes Monday at 10 and again at 18. The reference becomes the message at 18, not 10. If the team responds outside the applicable period, choose the permitted path; do not change timestamps to reopen it.
Keep explicit states
Keep each template’s identifier, language, purpose and approval status. Separate draft, submitted, approved and rejected. An editorial example in a guide must never appear as a template ready to send. When editing template content, check whether a new review is required. Keep the text that is actually approved so operators cannot unknowingly send a different version. Approval, recipient permission and timing are separate checks; passing one does not imply passing the others.
Practical checklist
- Use the latest user message as the reference.
- Check template approval and language.
- Review consent even when text is approved.
Primary sources
Checked October 2, 2026. Policies and products can change; review the source before implementation.