The 24-hour rule: how WhatsApp messaging really gets billed

If you’ve looked at WhatsApp Business pricing and come away confused, you’re not alone. The key to it all is one idea: the 24-hour customer service window.

What the window means

When a customer messages you, a 24-hour timer starts. Inside that window, you can reply with free-form messages at no charge — as many as you like. It’s only once the window closes, or when you want to start a conversation first, that you need a pre-approved message template, which may carry a fee.

Why it matters for your bill

The practical takeaway: answer customers promptly and most of your messaging is free. The costs creep in when:

• You reply long after the 24-hour window has lapsed.
• You proactively reach out to someone who hasn’t messaged recently (e.g. a marketing broadcast).

How Desk 24/7 keeps you on the cheap side

Desk 24/7 tracks every customer’s session timer for you and shows it right in the inbox, so your team can see at a glance which conversations are still inside the free window. When a paid template is genuinely required — say, a reminder sent days ahead — we make that explicit, so you’re never billed by surprise.

The result: you reply for free far more often, and only pay Meta when there’s truly no free path.