WhatsApp Business messages: types, templates, and rules

WhatsApp Business messaging operates through approved templates that can be sent at any time and free-form session messages that are permitted only during the 24 hours after a customer messages or calls, with each customer interaction resetting that window. Meta classifies templates as marketing, utility, or authentication, treating mixed-purpose messages as marketing; utility messages should therefore remain limited to transactional updates, while authentication templates are restricted to one-time codes. Templates can include media, buttons, carousels, offers, catalogs, and Flows, while free-form messages support conversational features such as reply buttons, lists, product messages, and forms. Businesses must obtain explicit opt-in, follow messaging and content restrictions, maintain template quality to avoid pauses or disabling, and secure permission before calling customers. Marketing templates are not delivered to US phone numbers as of September 2026, making WhatsApp in the United States primarily a support and customer-conversation channel.

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