Session messages vs template messages
Understand the difference and when each type applies.
WhatsApp has two message types: session messages (free-form text within the 24-hour window) and template messages (pre-approved formats for outbound messaging).
Session messages
Available for 24 hours after the customer's last message. Any text, image, video, or document can be sent. No pre-approval needed. Used for live support conversations.
Template messages
Required for messaging outside the 24-hour window. Must be pre-approved by Meta. Used for campaigns, notifications, and proactive outreach.