> For the complete documentation index, see [llms.txt](https://help.pickyassist.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.pickyassist.com/general-guidelines/whatsapp-handling-errors/24-hour-customer-service-window-expired.md).

# 24-Hour Customer Service Window Expired

### Overview

The "24-Hour Session Expired" error occurs when you attempt to send a standard (free-form) WhatsApp message more than 24 hours after the customer last messaged your business.

WhatsApp allows businesses to send free-form messages only within an active 24-hour customer service window. Once this window expires, you must use a Meta-approved message template to re-initiate the conversation.

Important: This is a WhatsApp Business Platform policy enforced by Meta. Picky Assist cannot bypass or extend the 24-hour messaging window.

### What Is the 24-Hour Customer Service Window?

The 24-hour customer service window begins whenever a customer sends a message to your business.

During this active window, you can:

* Send free-form (non-template) messages.
* Respond to customer queries naturally.
* Continue the conversation without using message templates.

Every new message received from the customer resets the 24-hour timer.

Once the customer stops responding for more than 24 hours, the session expires.

### Why Did This Issue Occur?

This error usually occurs because the conversation is no longer within the active customer service window.

Common reasons include:

* More than 24 hours have passed since the customer's last message.
* A standard text message was sent instead of an approved template.
* The application attempted to continue an expired conversation using a free-form message.
* The conversation session had already closed before the message was sent.

### How the 24-Hour Window Works

The messaging flow is as follows:

Customer Sends a Message

24-Hour Customer Service Window Opens

* Free-form messages are allowed.
* Customer support conversations can continue normally.

Customer Sends Another Message

* The 24-hour timer resets.

No Customer Reply for More Than 24 Hours

* The customer service window expires.
* Standard messages are no longer permitted.

Business Must Send an Approved Message Template

* A template message re-initiates the conversation.
* Once the customer replies, a new 24-hour customer service window begins.

### How to Resolve the Issue

**Step 1 – Verify the Last Customer Message**

Confirm when the customer last sent a WhatsApp message.

If more than 24 hours have passed, the customer service window has expired.

**Step 2 – Use an Approved Message Template**

Instead of sending a standard message, send a Meta-approved WhatsApp message template.

Templates are required to start a new business-initiated conversation after the session has expired.

Examples include:

* Appointment reminders
* Order updates
* Payment reminders
* Follow-up messages
* Promotional templates (where permitted)

**Step 3 – Wait for the Customer to Reply**

Once the customer responds to your template message:

* A new 24-hour customer service window opens.
* You can resume sending free-form messages until the window expires again.

**Step 4 – Verify Your Template**

Before sending the template, ensure that:

* The template is Approved.
* The template is Active and not paused.
* The correct language translation is being used.
* All template parameters are correctly populated.

This helps avoid additional delivery issues such as Template Parameter Mismatch or Template Language Not Found errors.

### How to Prevent This Issue

Follow these best practices:

* Respond to customers within the active 24-hour customer service window.
* Use approved message templates whenever a conversation has expired.
* Monitor customer conversations to avoid session timeouts.
* Ensure your templates are approved and ready before initiating business conversations.
* Verify template parameters and language settings before sending messages.

### Where to Monitor Your Templates

You can review your templates by navigating to:

Meta Business Suite → WhatsApp Manager → Message Templates

Review:

* Template approval status
* Template language
* Template quality rating
* Template availability

Maintaining approved and active templates ensures you're prepared to reconnect with customers after the 24-hour window expires.

### Frequently Asked Questions

**Why can't I send a normal WhatsApp message after 24 hours?**

WhatsApp only allows businesses to send free-form messages during the active 24-hour customer service window. After that period, an approved message template is required to initiate a new conversation.

**Can Picky Assist extend the 24-hour session?**

No. The 24-hour customer service window is enforced by Meta and cannot be extended or overridden by Picky Assist.

**What happens after I send a message template?**

If the customer replies to the template message, a new 24-hour customer service window begins, allowing you to send free-form messages again.

**Do message templates require approval?**

Yes. Every WhatsApp message template must be individually reviewed and approved by Meta before it can be used.

**Is sending a template message free?**

Business-initiated template messages may be subject to Meta's conversation-based pricing. Charges depend on your conversation category and Meta's current pricing model.

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