What is the 24-Hour Window in WhatsApp Business API?

In order to communicate with customers, businesses have resorted to the use of messaging platforms. In this case, WhatsApp has proven to be very useful. In this case, the WhatsApp Business API allows the company to structurally communicate with customers at scale. One of the many structured aspects of this service is the 24-hour concept which sets guidelines on the timing and rules on when messages can be sent. Anyone considering using WhatsApp for Business purposes should understand how the 24-hr window works.

What is the 24-Hour Window?

The 24-hour concept in WhatsApp Business API refers to a period where the business can communicate with customers without limitations. This is a unique term that means a business is able to communicate with customers within 24 hours, starting from the moment a customer engages in communication with the company via WhatsApp.

Here’s how it works:

Starting the Window: The first customer interaction triggers a rolling window support for 24 hour period, which support messages can be sent.
Free Communication: During the period of 24-hours after initial engagement with the customer, companies are not restricted in what messages can be sent regarding promotional items, updates, or support messages. This is a direct responsiveness chat window.
End of the Window: Should the customer remain unresponsive to your messages after the 24-hour period, then only messages initiated by customers can be sent. During this time, businesses can no longer send unsolicited messages.

Why is the 24-Hour Window Important?

To develop better messaging strategies, it is vital to comprehend the 24-hour window. Here’s why it’s so vital:

Message Limitation: During the 24-hour timeframe, businesses do not have to battle with unsolicited messages. Customers have to contact the business once more and only then can they respond. As a result, businesses are prevented from over spamming customers with messages which helps to enhance user experience.
Customer-Centric Approach: This window promotes prompt response to customer queries and prevents businesses from waiting on offering information to customers. The neglect of a response within 24 hours is punished by closing the window, making businesses act quickly during the responding period.
Efficient Customer Support: The aim of the 24-hour window is to keep businesses focused on attempting to provide quality service. Customers seeking answers have a defined timeframe in which they wish their questions can be answered. In turn, this enforces responsiveness and customer satisfaction.
Cost-Effective: When businesses don’t respond within a certain time, they are required to use a template message to reach out and engage with customers. These template messages come at an extra charge which increases the cost-effectiveness of businesses engaging with customers so that the 24-hour window does not expire.

How Does It Work with Template Messages?

Once the 24 hour window has passed, businesses are allowed to respond only using template pre-approved messages. These messages are set up for notifications, reminders and other customer support and have to be sanctioned before use on WhatsApp.

Template Messages: These are messages that businesses can create in advance and submit to WhatsApp for approval. For instance, businesses can send order updates, shipping updates, appointment reminders, support and query. Template messages are essential for a business to stay in touch with clients once the 24-hour window closes.
Cost of Template Messages: Businesses are charged by WhatsApp for sending template messages. The charges depend on which country the message is being sent to, and businesses can find more information on this on WhatsApp’s pricing guide for businesses.

Key Considerations for the 24-Hour Window:

Response Time: To enhance the effectiveness of the 24-hour feature, businesses should aim to respond as fast as possible to all customers’ messages. As the business works on responding faster, they will have a higher chance of resolving customer issues and having meaningful conversations within the timeframe provided.
Customer-Initiated Messages: The 24 hour’s duration begins counting down from the moment the client sends the first message. You must leave your channels open for the clients to reach out if you wish to interact with them further once the time has passed.
Automated Messages: Responding to messages during the business day can be easier with the assistance of an automated message tool. These tools can serve a purpose within the 24 hour period for acknowledging messages. Maintain in mind throughout my discussion, however, that any form of automation almost always must be for the benefit of the customer.
Template Approval Process: Don’t forget to clear your template messages with WhatsApp, the faster you do this the better prepared you will be in the event that they are needed. With the expiry of the window, having multiple templates that are pre-approved for various situations will aid in better communication.

Best Practices for Leveraging the 24-Hour Window:

Effectively managing the 24-hour window in the WhatsApp Business API requires’ the following suggestions:

Respond Quickly: Go out of your way to speak to clients during the 24 hour time period. Template messages are not ideal, and attending to these outside the 24 hour window makes communication less fluid.
Personalize Conversations: Within the 24 hour window, make sure you tailor the interaction. This will go a long way in improving customer relations and satisfaction.
Monitor Customer Interaction: Set attention reminders to keep track of customer conversations and know when the 24 window about to close. Be sure you don’t forget the window.
Use Template Messages Wisely: When the window ends and if you need to send a message, use template responses that have been pre-approved. This helps to manage the conversation while also managing expenses.
Leverage WhatsApp for Customer Support: Within this 24-hour window, customer support is allowed as it makes it easier to respond in a reasonable timeframe and also provides the ability for the business to resolve issues in a timely manner to a reasonable degree.

Conclusion:

The feature of 24-hour communication in WhatsApp Business API is very important to make sure businesses stay in touch with their customers and for the customers to get in contact with the business at any time. Learning about this window enables businesses to come up with the best possible approach to messaging strategies, communication, and service delivery for customers. The 24-hour timeframe on WhatsApp is a must for customer support, updates, queries, and responses for outstanding service delivery.

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About the author

Nimesh M.

Nimesh is a Business strategist, helping CRMTiger to spread their expertise in CRM solutions for all industries among businesses which has been proven a Boost-up factor in the digital aura worldwide.