24-hour customer service window (IG/FB/WhatsApp)
Instagram, Facebook, and WhatsApp commonly enforce a 24-hour window for free-form customer service replies after the customer’s last message. Plan your follow-ups accordingly.
Key points
- The 24-hour timer generally starts from the customer’s last incoming message.
- Within the window, you can usually send normal replies and resolve issues quickly.
- After the window, the allowed reply method depends on the channel and policy (e.g. templates or waiting for the customer to message again).
What happens after 24 hours (by channel)
After 24 hours, free-form outbound messages are typically restricted; businesses usually need approved message templates to re-contact the customer.
After 24 hours, messaging may be restricted depending on permissions and policy; in many cases, the customer needs to message again to reopen the window.
Facebook Messenger
After 24 hours, messaging may be restricted depending on policy; typically you should aim to respond within the window and avoid delayed follow-ups.
Operational tips
- Triage quickly: prioritize Unread conversations so you reply within the window.
- If a case needs time, send an acknowledgement inside the window and set expectations.
- For WhatsApp, prepare templates for common re-contact scenarios (order updates, follow-ups, reminders).