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WhatsApp rules in plain English

The 24-hour window, templates, Meta charges and opt-outs.

WhatsApp has a few rules that every business account must follow. Nezler Connect follows them for you, but knowing them avoids surprises.

The 24-hour reply window

When a customer messages you, you can reply freely, with any text, photo or file, for 24 hours from their last message. Each new message from them restarts the 24 hours.

After 24 hours of silence from the customer, you can only send an approved template. The Inbox tells you when the window has closed and offers the template button instead.

Templates

A template is a message you write once and Meta approves. Templates are needed:

to message someone first (for example, a new lead or a campaign)
to message someone who hasn't written in the last 24 hours

Meta usually approves templates within minutes. See Create message templates.

Meta's charges

Meta charges a small fee for each template message it delivers, billed directly to your WhatsApp account. There is no markup from us. The fee depends on the template's category:

Marketing: offers, festive wishes, re-engagement (highest rate)
Utility: order updates, bookings, reminders
Authentication: one-time passwords

Replies inside the 24-hour window are free. Your plan with Nezler Connect is separate, and covers the platform itself.

Tip The campaign screen shows an estimated Meta charge before you send, so you always know the cost.

Opt-outs

If a customer replies STOP, they're marked as opted out and never receive a campaign again. If they reply START, they're opted back in. This happens automatically.

Keep your number healthy

Meta watches how customers react to your messages. If many people block or report you, Meta may limit your number. To stay safe:

message only people who gave you their number and expect to hear from you
keep campaigns relevant and not too frequent
always offer a way to opt out, for example "Reply STOP to unsubscribe"