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Start with permission, identify which WhatsApp product you use, and match the message to the conversation rules. On the WhatsApp Business Platform, a business-initiated conversation must use an approved message template. If the customer has messaged you, you may reply without a template during the 24-hour period following that customer’s most recent message. After that period, the Platform permits only approved templates.
The WhatsApp Business app and the WhatsApp Business Platform are both covered by WhatsApp’s business-messaging policy, but the template and 24-hour service-window requirements described here are specifically stated for the Platform. Whichever product you use, you need the customer’s mobile number and explicit consent to receive WhatsApp messages, must honor opt-outs, and should avoid requesting sensitive account numbers in chat.
Before you write: identify the conversation
Use this quick classification before sending anything. It prevents the most common compliance and customer-experience mistakes.
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|---|---|
| Are you using the WhatsApp Business app or the WhatsApp Business Platform? | The policy covers both products, while the approved-template and 24-hour service-window rules in the acceptable-message section are stated specifically for the Platform. |
| Who started the exchange? | A customer’s message creates the context for a support reply on the Platform. A business that starts the exchange on the Platform must use an approved template. |
| When did the customer last message you? | On the Platform, a non-template reply is allowed within 24 hours of the customer’s latest message. Once that interval ends, only an approved template may be sent. |
| Did the person explicitly consent to WhatsApp messages? | Consent is required before contacting the person. It should identify WhatsApp and the business, and opt-outs must be respected. |
Step 1: Confirm permission before contacting the customer
WhatsApp’s policy requires a business to have the person’s mobile number and explicit consent to receive further WhatsApp messages. Consent should clearly say that WhatsApp messages are accepted and identify the business sending them.
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What a usable consent record contains
- The customer’s mobile number in a form your team can associate with the correct account.
- A clear statement that the person agrees to receive messages on WhatsApp.
- The business name, rather than an unexplained brand, short code, or individual employee name.
- A record of when and how consent was obtained, so your team can honor a later stop request.
A checkout checkbox, account form, or support request can be used only if its wording makes WhatsApp and your business clear. Do not treat a phone number collected for a different purpose as automatic permission for WhatsApp support messages.
Respect a stop request
If a customer asks you to stop, block, or otherwise opt out on or off WhatsApp, stop sending messages through the channel. Do not keep contacting the person because a campaign, reminder, or agent queue still contains the number. Remove or suppress the number in the systems your team uses for WhatsApp outreach.
Step 2: Decide whether you are replying or initiating
When the customer messaged first
For the WhatsApp Business Platform, you can respond without a template during the 24-hour customer-service window that begins with the customer’s most recent message. The clock follows the latest customer message, not the time your agent opened the ticket. If the customer sends another message, the 24-hour interval is measured from that newer message.
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When the business is messaging first
On the Platform, an outbound conversation must begin with an approved message template. Templates are reviewed by WhatsApp and must be used for their designated purpose. Approval does not make a template suitable for every situation: sending a delivery notice as a sales pitch, for example, would not match its stated purpose.
The policy’s template requirement is specifically stated for the Platform. Do not automatically apply that particular rule to every interaction in the WhatsApp Business app; continue to follow the app’s consent, privacy, opt-out, and message-quality requirements.
Step 3: Open an inbound support conversation clearly
When a customer has already written to you, your first reply should acknowledge the actual request and explain what happens next. Keep the opening short enough to scan on a phone.
A practical opening pattern
- Identify the business or agent. Use the business name shown in your profile, followed by the agent’s first name or team.
- Recognize the request. Refer to the order, service, or problem in the customer’s message rather than sending a generic greeting.
- State the next action. Tell the customer whether you will check an account, ask a specialist, provide a link, or troubleshoot a step.
- Ask only for information needed for that action. Request a non-sensitive order or ticket reference instead of a full payment-card, bank-account, or identity number.
- Set a realistic next step. Say what you will do next, not an unsupported promise about an exact resolution time.
Example for an inbound request
Editorial example, not WhatsApp-approved template text:
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“Hi Maya, this is Jordan from Northstar Bikes support. I’m looking at your message about the delayed replacement brake pads. Please send the order reference shown in your confirmation email; I’ll check the shipment status and tell you the next step. Please don’t send full payment-card, bank-account, or identity numbers here.”
This example identifies the business, reflects the customer’s issue, requests limited information, and gives a clear action. Adapt the wording to your own process; WhatsApp does not prescribe this greeting.
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Step 4: Start an outbound Platform conversation with an approved template
If the customer has not recently messaged you and you use the WhatsApp Business Platform, prepare an approved template for the intended purpose before sending the message.
- Verify consent. Confirm that the number belongs to a person who explicitly agreed to receive WhatsApp messages from your business.
- Choose the template that matches the purpose. Use a support follow-up, appointment update, account notice, or other template only for the purpose for which it was approved.
- Check the customer-specific fields. Make sure the name, order reference, date, or other variable is correct and does not reveal another customer’s information.
- Identify the business in the message. The customer should understand who is contacting them without guessing from a phone number.
- Offer a useful next step. Tell the customer how to reply or reach the appropriate support route.
- Send only after the final review. WhatsApp can review, approve, pause, or reject templates. An approved template remains subject to the policy and its designated use.
Example of an outbound follow-up
Editorial example, not a WhatsApp-approved template:
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Whether this wording can be used depends on the actual template submitted, its approval, the recorded consent, and the purpose for which it was approved.
Step 5: Keep the 24-hour Platform window under control
For Platform support, record the timestamp of the customer’s latest message. That timestamp determines whether an agent can send an ordinary reply or must use an approved template.
| Situation | Permitted Platform action |
|---|---|
| The customer’s latest message was less than 24 hours ago | Reply without a template, while still following consent, privacy, and message-quality requirements. |
| The customer’s latest message was more than 24 hours ago | Send only an approved template. A free-form agent reply is outside the stated service window. |
| The customer sends a new message after a quiet period | Measure a new 24-hour interval from that latest customer message. |
| The business wants to contact a customer who has not recently messaged | Use an approved template and confirm explicit WhatsApp consent. |
Build the timestamp into your ticket workflow. An agent who drafts a message before the deadline but sends it afterward should treat the send time as outside the window and use the permitted template path.
Step 6: Use automation without trapping the customer
Automated responses are permitted during the Platform’s 24-hour window, but the policy requires a timely, clear, direct way to escalate. Automation should acknowledge the request and route it, not make a customer argue with a bot to reach a person.
Escalation routes the policy recognizes
- Transfer to a human agent.
- A phone number.
- An email address.
- A web-based help route.
- An in-store visit.
- A help form.
What a useful automated opening includes
- State that the customer is speaking with an automated assistant, if that is not already obvious.
- Offer a small set of relevant choices based on the customer’s request.
- Provide the human or alternate support route before the customer becomes stuck.
- Pass the conversation context to the receiving agent so the customer does not have to repeat sensitive or lengthy details.
- Stop automated follow-ups when the customer opts out or asks for a person.
Editorial example: “Thanks for contacting Northstar Bikes. I can check an order, arrange a return, or connect you with a support agent. Reply 1, 2, or 3. To speak with a person, reply ‘agent’.”
Step 7: Protect customer information in the chat
Keep the conversation limited to information needed to resolve the issue. WhatsApp’s policy says businesses should not request complete payment-card numbers, bank-account numbers, personal-identity numbers, or similar sensitive identifiers in chat. Do not expose one customer’s conversation or details to another customer.
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Safer support requests
- Ask for an order, ticket, or case reference rather than a full financial or identity number.
- Use the account system to verify details instead of asking the customer to paste them into WhatsApp.
- If a sensitive check is unavoidable, direct the customer to the secure process your business already provides rather than collecting the full identifier in chat.
- Review the business profile so support contact information remains accurate.
- Provide applicable privacy notices and obtain any permissions your process requires.
Common opening mistakes and how to correct them
Messaging a number without WhatsApp consent
Problem: A number collected for an order or phone call is treated as permission for WhatsApp.
Correction: Obtain explicit consent that names WhatsApp and your business before sending further messages.
Using a free-form Platform message after 24 hours
Problem: An agent replies to an old thread because it is still visible in the help desk.
Correction: Check the customer’s latest-message timestamp. Outside the 24-hour interval, use an approved template.
Sending a template for the wrong purpose
Problem: A template approved for a service update is reused as an unrelated promotion or personal follow-up.
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Opening with a generic sales pitch
Problem: The customer asked for help, but the first response ignores the request.
Correction: Acknowledge the specific issue, request only necessary information, and state the next action.
Collecting sensitive numbers in the chat
Problem: An agent asks for a complete card, bank-account, or identity number.
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Correction: Ask for a case reference and use a secure verification route for any sensitive check.
Leaving automation without a human route
Problem: The customer cannot reach an agent, phone line, email, web help, store, or form.
Correction: Put a direct escalation option in the automated flow and make it available promptly.
Continuing after an opt-out
Problem: A campaign or queue keeps sending messages after the customer says stop.
Correction: Suppress the number from WhatsApp outreach and honor the request across the relevant systems.
A repeatable team checklist
- Confirm whether the interaction is in the WhatsApp Business app or on the WhatsApp Business Platform.
- Confirm the customer’s mobile number and explicit WhatsApp consent.
- Check whether the customer initiated the conversation.
- For Platform replies, check the timestamp of the latest customer message.
- Use a free-form reply only within the Platform’s 24-hour customer-service interval.
- Use an approved Platform template for business-initiated messages and for Platform messages outside that interval.
- Match each template to its approved purpose.
- Identify the business and acknowledge the customer’s actual issue.
- Request only the information needed to proceed; never ask for complete sensitive identifiers in chat.
- Give automated conversations a direct, timely escalation route.
- Honor stop and opt-out requests.
- Keep profile contact details and privacy notices accurate.
Frequently Asked Questions
Does WhatsApp provide a required greeting script?
No. The policy supplies messaging requirements and consent practices, not a prescribed support greeting. The examples in this guide are editorial wording, not WhatsApp-approved templates.
Is the 24-hour rule a rolling period from the agent’s last reply?
No. For the Platform, it is measured from the customer’s most recent message. The agent’s reply does not restart the interval unless the customer sends another message.
Can an approved template be used for any message?
No. Templates must be used for their designated purpose and remain subject to WhatsApp review and enforcement.
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Do not treat the number alone as consent. Obtain explicit permission that identifies WhatsApp and your business before sending further WhatsApp messages.
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Can an automated Platform reply operate during the service window?
Yes, but the automated experience must provide a timely, clear, direct escalation route such as a human transfer, phone, email, web help, store visit, or help form.
Should a support agent ask for a full card or identity number to verify an account?
No. The policy says not to request complete payment-card, bank-account, personal-identity, or similar sensitive numbers in the chat. Use a case reference or a secure verification process instead.
Does the policy cover only the WhatsApp Business Platform?
No. It covers the WhatsApp Business app and the WhatsApp Business Platform. The specific approved-template and 24-hour service-window language addressed in this guide applies to the Platform.
What should a business do when a customer says “stop” outside WhatsApp?
Respect the opt-out and stop WhatsApp outreach. The policy treats stop, block, and similar requests communicated on or off WhatsApp as requests to honor.
Frequently Asked Questions
Does WhatsApp provide a required greeting script?
No. WhatsApp’s policy sets requirements and consent practices rather than prescribing a support greeting. Any sample wording is an editorial example, not an approved template.
Is the 24-hour rule measured from the agent’s last reply?
No. On the WhatsApp Business Platform, the interval is measured from the customer’s most recent message.
Can an approved template be used for any message?
No. A template must be used for its designated purpose and remains subject to WhatsApp review.
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What if a customer supplied a phone number but did not agree to WhatsApp?
The number alone is not explicit WhatsApp consent. Obtain permission that identifies WhatsApp and your business before messaging.
Can automated Platform replies run during the service window?
Yes, provided the automation gives a timely, clear, direct route to escalation, such as a human agent, phone, email, web help, store, or help form.
Should agents request full payment-card or identity numbers in chat?
No. Use a case reference or a secure verification process instead of requesting complete sensitive identifiers.
Does this policy cover the WhatsApp Business app as well as the Platform?
Yes. It covers both products; the specific approved-template and 24-hour service-window language applies to the Platform.
What if a customer asks to stop messaging outside WhatsApp?
Honor the request and stop WhatsApp outreach.
The Bottom Line
For a dependable WhatsApp support opening, verify explicit consent, identify whether the app or Platform is in use, acknowledge the customer’s actual issue, and protect sensitive information. On the Platform, reply freely only within 24 hours of the customer’s latest message; otherwise, use an approved template and always provide a direct human escalation path for automation.
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