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Pick a conversation on the left to read it and reply. WhatsApp lets you send free-form messages for 24 hours after the customer's last message; outside that window you can only send an approved template.
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Only templates can be sent The 24-hour messaging window has ended.
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This conversation is outside the 24-hour window, so only approved templates can be sent.
Approved templates
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Sending an approved template can reopen the 24-hour reply window when the customer responds.