WhatsApp Error: “Message failed to send because more than 24 hours have passed since the customer last replied”

Overview

This error occurs when you try to send a WhatsApp message to a customer after the 24-hour customer service window has expired. WhatsApp enforces this rule to protect users from receiving unsolicited messages.

What is the 24-hour window?

• The 24-hour window starts when a customer sends you a message.
• Within this window, you can send free-form messages (normal replies).
• After 24 hours of inactivity from the customer, the window closes.

Why this error happens

You’ll see this error when:

• The customer has not replied in the last 24 hours, and
• You are trying to send a regular message instead of an approved template message

How to resolve this

1. Use a WhatsApp Template Message

Once the 24-hour window is closed, you must send a pre-approved template message to re-initiate the conversation.

• Template messages are approved by WhatsApp.
• These can include:
  • Appointment reminders
  • Order updates
  • Follow-ups

 After the customer replies to the template message, the 24-hour window reopens.

2. Ask customers to reply

If possible, prompt customers (via other channels like email or SMS) to:

• Reply to your last WhatsApp message
• This will reopen the 24-hour window

Best Practices

• Respond to customers promptly within the 24-hour window
• Use automation or workflows to avoid delays
• Set up template messages for re-engagement scenarios

Important Notes

• You cannot bypass the 24-hour rule
• Sending repeated messages without templates will continue to fail
• This is a WhatsApp policy, not a system limitation