Glossary
24-hour window
24-hour window: period after a user message when you can reply with session messages.
Last updated: September 15, 2026
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The 24-hour window (customer service window) is the period opened by an inbound user message, during which the business can reply with session messages without a template, per Meta’s current rules.
Outside that window, proactive outbound uses templates. AI agents often operate inside the window on leads who message first (ads, wa.me).
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