# WhatsApp Error: “Message failed to send because more than 24 hours have passed since the customer last replied”

> WhatsApp 24-Hour Customer Service Window Error This error occurs when you try to send a WhatsApp message to a customer after the 24-hour customer service…

- Source: https://docs.ghlcustomercare.com/docs/reselling-products/whatsapp/whatsapp-error-message-failed-to-send-because-more-than-24-hours-have-passed-sin
- Section: Reselling Products / WhatsApp
- Reading time: 1 min

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# WhatsApp 24-Hour Customer Service Window Error

This error occurs when you try to send a WhatsApp message to a customer after the 24-hour customer service window has expired. WhatsApp enforces this rule to protect users from receiving unsolicited messages.

## What Is the 24-Hour Window?

-   The 24-hour window starts when a customer sends you a message.
-   Within this window, you can send free-form messages (normal replies).
-   After 24 hours of inactivity from the customer, the window closes.

## Why This Error Happens

You'll see this error when:

-   The customer has not replied in the last 24 hours, and
-   You are trying to send a regular message instead of an approved template message

## How to Resolve This

<table style="width: 100%"><tbody><tr><td style="width: 40px; vertical-align: top"><div style="text-align: center; font-weight: 700">1</div></td><td style="vertical-align: top"><p style="font-weight: 700">Use a WhatsApp Template Message</p><p>Once the 24-hour window is closed, you must send a pre-approved template message to re-initiate the conversation.</p><ul><li>Template messages are approved by WhatsApp.</li><li>These can include:<ul><li>Appointment reminders</li><li>Order updates</li><li>Follow-ups</li></ul></li></ul><p>After the customer replies to the template message, the 24-hour window reopens.</p></td></tr></tbody></table>

<table style="width: 100%"><tbody><tr><td style="width: 40px; vertical-align: top"><div style="text-align: center; font-weight: 700">2</div></td><td style="vertical-align: top"><p style="font-weight: 700">Ask Customers to Reply</p><p>If possible, prompt customers (via other channels like email or SMS) to:</p><ul><li>Reply to your last WhatsApp message</li><li>This will reopen the 24-hour window</li></ul></td></tr></tbody></table>

## Best Practices

-   Respond to customers promptly within the 24-hour window
-   Use automation or workflows to avoid delays
-   Set up template messages for re-engagement scenarios

## Important Notes

-   You cannot bypass the 24-hour rule.
-   Sending repeated messages without templates will continue to fail.
-   This is a WhatsApp policy, not a system limitation.

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Documentation for GHL Customer Care. Support: support@ghlcustomercare.com