NexusBot Help Centre

The WhatsApp 24-hour window

Why you sometimes can't send a normal message on WhatsApp, and what to do instead.

3 min read · Updated 5 October 2026

WhatsApp has a rule to protect customers from spam. You can send a normal message only within 24 hours of the customer's last message to you.

How it works

  • When a customer messages you, a 24-hour window opens.
  • Inside the window, you and your AI agent can reply freely with text, photos and files.
  • Every new message from the customer starts the 24 hours again.
  • Once the window closes, you can only send an approved message template.

Message a customer after 24 hours

  1. Create a template. Go to Settings → Templates and create a message, for example a follow-up or an order update. See Create WhatsApp message templates.
  2. Wait for approval. Meta reviews every template. Most are approved within minutes, some take up to a day.
  3. Send it. Once approved, choose the template when replying to the customer, or use it in a broadcast.

When the customer replies to your template, a new 24-hour window opens and you can chat normally again.