Note: Currently, WhatsApp is only available to our brands enrolled in our Design Partner Program. To learn more, refer to this article.
Applies to: All
This guide will help you understand the WhatsApp messaging consent requirements and the 24-hour consent window that governs customer conversations.
What is WhatsApp messaging consent?
WhatsApp is an application owned by Meta, and Meta requires that brands gain consent from customers when initiating a conversation. Once the customer confirms they want to receive a message, you have gained messaging consent. This consent remains valid for a 24-hour window following the customer's last message.
Brand vs. Customer Initiated Conversations
Brand-initiated conversations
A brand-initiated conversation is when you reach out to a customer first by sending an approved WhatsApp message template that requests consent
Once a customer consents to receiving messages, the 24 hour consent window begins. During this time, you can send custom/free-form messages.
Each time the customer replies, a new 24 hour consent window begins
If the customer doesn't respond within 24 hours, the consent window closes.
Customer-initiated conversations
A customer-initiated conversation is when a customer reaches out first. A customer can send you a message anytime with no restrictions
The 24 hour consent window begins automatically from the moment the customer sends a WhatsApp message
You do not need to send an approved message template in response. You can immediately exchange custom/free-form WhatsApp messages during this 24-hour window.
If you don't respond to the customer-initiated message within 24 hours, the consent window closes.
Understanding the 24 hour consent window
During the 24-hour consent window:
The 24 hour consent window starts/restarts from the most recent customer message, so every time a customer sends a message, a new 24 hour consent window begins.
During the consent window, you can send custom/free-form WhatsApp messages without using templates.
After the 24-hour consent window closes:
If a customer has not responded for 24 hours, the consent window closes. You can no longer send custom/free-form messages. At this point, you have two options:
You can wait for the customer to reply.
You can send an approved WhatsApp message template to regain consent.
Note: When using Endear, you will always know how much time remains in the consent window, you know what type of messages you can send.
Key Reminders
Customers can always initiate or continue conversations via WhatsApp at any time with no restrictions. Only brands have to adhere to the 24-hour consent window.
Conversations can remain open beyond the 24-hour window as long as the customer and brands respond promptly, thereby ensuring the consent window is maintained throughout.
Timeliness and prompt replies are crucial when using WhatsApp for messaging.
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