WhatsApp templates and the 24-hour window

A template is a message Meta approves in advance. You need one to message someone who has not written to you in the last 24 hours.

#The 24-hour window

When a customer writes to you, a 24-hour window opens. Inside it, you can reply with anything: text, photos, files. When it closes, WhatsApp only lets you send an approved template. The window opens again as soon as the customer replies.

#Do it in the dashboard

Open WhatsApp, then Templates, and choose New template.
Type a Name in small letters with underscores, like order_ready.
Pick the Category and the Language.
Write the Body. Add a Variable for each part that changes, like the customer's name, and give each one an example value. Meta reads the examples during review.
Add a Header, a Footer or Buttons if you want them. Check the Preview.
Choose Submit for review. Meta usually answers within 24 hours.

Faster: choose Template library to import a ready-made template from Meta. These are approved right away.

#Send a template

To one person: in the Inbox, start a New message, pick your WhatsApp account and choose an approved Template. Fill in every variable.
In an old chat: when the window is closed, use Send a template in the reply box.
To many people: use a broadcast.

#Pick the right category

Category	Use it for
Utility	Order updates, alerts and account notices tied to something the customer did
Marketing	Promotions, offers, announcements and win-back messages
Authentication	One-time passcodes. Meta writes the wording

Be honest here. Meta moves templates filed under the wrong category.

#Or ask your AI

Create a WhatsApp utility template called order_ready: "Hi [name], your order [number] is ready for pickup." Use the name and order number as variables, add a "Reply STOP to opt out" footer, and submit it for review. Show me the template first.

#What it costs

In Pozy: each message you send counts toward your monthly messages. 10,000 are included, then $1 per 10,000. Templates have no extra fee.
At Meta: Meta charges templates sent outside the 24-hour window to your WhatsApp Business Account. The price depends on the category and the customer's country. Replies inside the window are free on Meta's side, and so are utility templates sent inside it.
Meta's fees never show on your Pozy invoice. Add a payment method in Meta Business Suite, or Meta stops delivering templates.

#Good to know

Statuses: Approved (ready to send), In review, Rejected (fix and resubmit), Paused or Disabled by Meta (cannot be sent).
Meta pauses templates that get bad feedback from customers. Send people messages they asked for.
en and en_US are two different templates. Send with the exact language you created.
Changing the text sends a template back to review. Meta allows one edit a day and 10 in 30 days.
Broadcasts fill numbered variables only. Keep the default variables if you plan to broadcast the template.
The sandbox number only has its one locked template. Connect a number to create your own.

Next: WhatsApp flows