The WhatsApp 24-hour window

This is the rule that changes daily life the most for those who migrate to the official API — and it comes from Meta, not Orbit.

How it works

When a customer messages you, a 24-hour window opens, counted from their last message. Inside that window you reply however you want — free-form text, media, audio — at no cost and with no limit.

After 24 hours without them writing again, the window closes. From then on, Meta only accepts approved message templates — and each delivered template is charged by Meta, directly to you.

Where you see it in Orbit

At the top of every conversation there is a badge:

• 🟢 Window open · 18h 42min left — reply freely;
• 🔴 Window closed — the input is blocked and an Send template button appears.

The countdown updates on its own. We block the input on purpose: without it, you would type a reply and Meta would silently reject it.

It applies to all three channels

Instagram and Messenger also have a 24-hour window. The difference: there is no charge and no template on them — outside the window, sending is simply not possible, and all you can do is wait for the customer to write.

In practice

• Reply fast: inside the window it is free, outside it costs;
• If the conversation will take a while, ask the customer to reply again — each message from them reopens the 24 hours;
• To resume contact later, use an approved template.