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WhatsApp Business Messaging Policy
WhatsApp Business Messaging Policy

Messaging marketing with WhatsApp

Andy Dharmani avatar
Written by Andy Dharmani
Updated over a week ago

Message Types

There are two types of messages you can send to a user:

  1. Customer initiated message

  2. Business initiated message

Customer Initiated Message

According to WhatsApp, you may reply to a user message as long as it's within 24 hours of the last user message. Conversations initiated by users open once the first business reply message is delivered. Twilio (WhatsApp partner) Standard pricing applies to these user-initiated conversations.

If WhatsApp is connected to, the AI Chatbot will instantly respond to customer queries.

In Unified Inbox, you will see conversations within the 24 hours as Active. Your staff can Take Control of the conversation and respond to the message.

Outside the 24 hours, only templated messages can be sent as per the Business Initiated Message.

Business Initiated Message

Outside the 24-hour customer service window, you may only send messages via approved Message Templates, for which Twilio (WhatsApp partner) will charge the business-initiated conversation rate. will assist you in creating the Message Templates. Once the Templates are created and approved, you can send messages to the customers from Dashboard individually or in bulk.

According to WhatsApp policy:

  • You may only contact people on WhatsApp if: (a) they have given you their mobile phone number; and (b) they have agreed to be contacted by you over WhatsApp. Do not confuse, deceive, defraud, mislead, spam, or surprise people with your communications.

  • You must respect all requests (either on or off WhatsApp) by a person to block, discontinue, or otherwise opt out of communications from you via WhatsApp, including removing that person from your contacts list.


The Service conversation pricing applies to Customer Initiated Messages, and Marketing conversation pricing applies to Business Initiated Messages.

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