WhatsApp glossary
Customer-Care Window (24-Hour Window)
The customer-care window is the 24-hour period after a customer messages a business, during which the business can reply with free-form messages instead of pre-approved templates. It resets every time the customer sends a new message.
The window exists to keep WhatsApp conversational and consent-driven. Inside it, replies are flexible and generally free; outside it, you need an approved template to reach the customer.
Shared inboxes usually show how much time is left in the window so agents reply in time.
Related terms
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