Why a WhatsApp message did not send: the 24-hour window
WhatsApp only lets you send free-form messages for 24 hours after the customer last wrote to you.
Updated October 23, 2026
Understand the rule
When a customer messages you, you can reply freely for the next 24 hours. After that, WhatsApp only allows approved message templates.
Use a template to restart
On the official WhatsApp Cloud API, send an approved template to start a new conversation, such as a reminder or follow-up.
Check the template status
Open your templates and make sure the one you want is approved. Templates that were rejected or are still pending cannot be sent.
Check the contact
Make sure the number is in full international format and that the person has not opted out.