When can an agent send a normal reply?
A customer message opens a 24-hour customer service window. Each new customer message resets it. Within that window, agents can reply without a template. Outside it, messages must use approved templates. Sending another business message does not restart the window.
Example: a customer messages at 10:00 on Monday. Without another customer message, the window ends at 10:00 on Tuesday. A reply from the customer at 15:00 on Monday moves the end to 15:00 on Tuesday. This is elapsed time, not your opening hours.
Plan what the team will send if work remains unresolved after the window closes.
What is a template?
A template is a message format submitted for Meta approval. It gives your team an agreed structure for outreach. Approval does not guarantee delivery.
Prepare a draft with a clear purpose and accurate customer details. GoDesk helps plan the submission and sending workflow. Check the campaign and cost guide before scheduling outreach.
Permission comes before outreach
Get the recipient’s number and opt-in permission for subsequent messages. Honour requests to stop, including requests made outside WhatsApp. A phone number in a spreadsheet is not permission to send a campaign.
For your team process, record what the person agreed to receive, when and how. Keep campaign audiences and opt-out handling aligned with those records.
Check the purpose of the message
WhatsApp restricts certain activities, including debt collection. Choose a permitted channel for that work. Customer permission does not override the platform’s restrictions.
Reference: WhatsApp Business Messaging Policy ↗. Review it before launch and when your use case changes.