When sending messages through WhatsApp Business, it’s important to understand the two types of messages available: Template Messages and Session Messages. Each type has different rules and use case set by Meta.
| Template Messages | Session Messages free-form messages that you can send only after a customer messages you first. | |
You want to start a new conversation with a customer. It has been more than 24 hours since the customer last replied. You’re sending broadcast messages. | When to use | The customer has contacted you within the last 24 hours. You are replying to customer inquiries, support requests, or ongoing conversations. |
Must follow Meta’s template guidelines. Require approval before use. Ideal for marketing. | Key characteristics | No approval needed. Can include text, media, documents, and more. Only allowed within the 24-hour customer care window. Not used for broadcast messages. |
Template Message | Feature | Session Message |
✔️ Yes | Requires Meta Approval | ❌ No |
✔️ Yes | Can Start a New Conversation | ❌ No |
✔️ Yes | Used for Broadcasts | ❌ No |
✔️ Yes | Allowed Within 24-Hour Window | ✔️ Yes |
Limited | Customizable Freely | Fully flexible |