Glossary
What is the WhatsApp 24-hour customer service window?
The 24-hour period in which a business may reply to a customer without a template: what opens and resets it, error 131047, and what it costs since 1 Oct 2026.
By Broadchat teamPublished 3 min read
Definition
Customer service window: The customer service window is the 24-hour period that opens each time a customer sends a message to, or calls, a business on WhatsApp. While it is open, the business can reply with any message type, including free text, media, buttons and lists, without a template. Each new customer message restarts the 24 hours. Once it closes, the business can only write with an approved message template.
Also called: 24-hour window, 24-hour customer service window, Session window
How the WhatsApp customer service window works
The clock is driven by the customer, not by you. Three rules cover almost every case:
- The window opens when the customer messages or calls your business number.
- It resets to a fresh 24 hours with every new message from the customer. Your own replies do not extend it.
- When it closes, a free-form message fails with error 131047 (re-engagement message). You must send an approved message template instead, and the customer must have opted in.
Worked example
Arjun messages Sunrise Clinic at 6:10 pm on Monday asking about Saturday slots. The window runs until 6:10 pm Tuesday.
| Time | What happens | Allowed? |
|---|---|---|
| Mon 6:25 pm | Receptionist replies with three slot buttons | Yes, free-form inside the window |
| Mon 9:00 pm | Arjun taps "11:30 am" | Window resets to Tue 9:00 pm |
| Tue 8:30 pm | Clinic sends a PDF of pre-visit instructions | Yes, still inside |
| Wed 10:00 am | Clinic types "See you Saturday!" | No: fails with 131047 |
| Fri 6:00 pm | Clinic sends the approved appointment_reminder template | Yes, a utility template |
If Arjun replies to Friday's reminder, a new window opens and the clinic can chat freely again.
What the window costs since 1 Oct 2026
Many older articles say "replies within 24 hours are free". That is no longer correct:
- Free-form replies inside the window are service messages. Each business phone number gets 1,000 free per month; after that they are charged.
- Utility templates sent inside an open window are charged again from 1 Oct 2026.
- Marketing templates are always charged, but those sent inside an open window do not count toward the per-user marketing limit.
- A chat that starts from a Click-to-WhatsApp ad gets a longer free entry point window of up to 7 days.
Current rates by category are on WhatsApp API pricing.
The window in Broadchat
In CRM → Live Chat, each conversation shows whether its 24-hour window is open or expired, and you can filter the list by that status to answer open chats first. When a window has expired, Broadchat blocks free-form sending on the server and asks you to choose an approved template, so agents do not hit 131047 by accident. Saved answers under CRM → Canned Replies help agents reply fully before the window closes. The WhatsApp Business API explainer shows where the window fits in the bigger picture, and the team inbox and CRM page covers the inbox features.
Sources
- Pricing on the WhatsApp Business Platform — Meta for Developers, checked 12 October 2026
- Cloud API error codes — Meta for Developers, checked 12 October 2026
Broadchat team · Product and partner success team
The people who build and support Broadchat, the white-label WhatsApp Business API platform. We write from what we see while onboarding partners and their clients on the official WhatsApp Cloud API, and we check every article against Meta's current documentation.
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Frequently asked questions
Does my reply restart the 24-hour window?
No. Only a message or call from the customer opens or resets the window. Sending several replies yourself does not give you more time.
What is error 131047 on WhatsApp?
It means you tried to send a free-form message after the customer's 24-hour customer service window closed. Send an approved template instead; if the customer replies, the window opens again.
Is everything inside the 24-hour window free?
No. Since 1 Oct 2026 only the first 1,000 service messages per phone number per month are free, utility templates inside the window are charged, and marketing templates are always charged.