WhatsApp Conversation Guidelines

Message customers2 min readUpdated 2026-03-12

WhatsApp Conversation Guidelines

WhatsApp Business messaging has specific rules about when and how you can message customers. Understanding these guidelines prevents account restrictions and ensures reliable delivery.

The 24-Hour Conversation Window

When a customer messages you, a 24-hour session opens.
During the session, you can send free-form messages (text, images, documents, etc.).
After 24 hours without a customer reply, the session closes.
To message a customer outside the 24-hour window, you must use a pre-approved template message.

Conversation Categories

Meta charges based on conversation type:

Category	Initiated By	Description	Pricing
Service	Customer	Customer messages you first	Free (first 1,000/month)
Utility	Business	Order updates, receipts, reminders	Lower tier
Marketing	Business	Promotions, offers, upsells	Higher tier
Authentication	Business	OTP codes, verification	Lower tier

Quality Maintenance

Meta tracks your messaging quality. Maintain it by:

Responding promptly. Slow responses lead to customer blocks.
Sending relevant content. Messages should match the template category.
Keeping opt-out rates low. If too many customers block you, your quality rating drops.
Avoiding excessive messaging. Don't send more than one template per customer in a short period unless they've engaged.