Carousel Template vs In-Session Messages

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Key Differences

WhatsApp Business API supports two types of messaging:

• Template Messages

• In-Session Messages

Template Messages (Carousel Templates)

• Must be pre-approved by Meta

• Used to:

  • Start a conversation

  • Send messages outside the 24-hour window

• Structured format (fixed content + variables)

• Commonly used for:

  • Marketing

  • Notifications

  • Product showcasing (Carousel Templates)

In-Session Messages

• Can be sent only after the user initiates the conversation

• Active within a 24-hour session window

• No approval required

• Messages can be:

  • Free-form text

  • Images, videos

  • Interactive responses

The session starts when a user sends a message and remains active for 24 hours from the last user message

Feature	Template Message (Carousel)	In-Session Message
Approval Required	Yes	No
Who initiates	Business	User
Time Restriction	No limit	24-hour window
Usage	Marketing / Notifications	Customer support / live chat

Feature Comparison

Structure & Flexibility

• Template Carousel

  • Fixed structure (predefined format)

  • Requires approval

  • Limited flexibility

• In-Session Message

  • Fully flexible

  • No predefined format

  • Can send dynamic/custom responses

After the 24-hour session window closes, businesses cannot send free-form messages.Instaed they can use Template messages.

Content Type

• Template Carousel

  • Structured cards (media + buttons)

  • Used for product display and marketing

• In-Session Message

  • Text, images, videos, files

  • More conversational and dynamic

Only approved template messages (like Carousel Templates) can be used to re-initiate communication,after 24 hour session

Buttons & CTA

• Template Carousel

  • Predefined buttons:

    • Quick Reply

    • Call To Action

    • Phone Number

  • Must follow strict rules

• In-Session

  • More flexible interaction

  • Can use quick replies, lists, etc.

Usage Guidelines

When to Use Carousel Template

Use Carousel Templates when:

• You want to send marketing campaigns

• You need to show multiple products

• You are sending messages outside the 24-hour window

• You want a structured and consistent format

When to Use In-Session Messages

Use In-Session Messages when:

• The user has already initiated the conversation

• You are providing:

  • Customer support

  • Real-time responses

  • Follow-ups within 24 hours

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Best Practices

For Carousel Templates

• Use clear Call-To-Action buttons

• Keep content short and engaging

Ensure template approval before sending

For In-Session Messages

• Respond quickly within the 24-hour window

• Use personalized and dynamic responses

• Maintain a natural conversation flow